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3.0 (a) INTERNAL ANALYSIS OF PALANDRI.
(i) Company Details/Background.
Palandri Wines is one of Australia's youngest premium wine companies. It is based in Western Australia's premium Margaret River region and is supported by Western Australia's largest single stand-alone vineyard established in the cool climate Frankland River area. From inception the aim of Palandri Wines has been to produce premium wines for world markets from the Margaret River and Great Southern Wine regions of Western Australia.
Palandri Wines was established in 1999 and launched its first product range, the Aurora range in late 2000, and the premium Palandri and Baldivis Estate ranges released in May 2001. Palandri Wines produces lifestyle wines of premium quality.
Gibor Hernadi, the Palandri Marketing Manager, informed me that there are 40 staff at the Perth Head Office. However, their top management structure is as follows; the Chief Executive Officer is Mr Gordon Grant and reporting to him is Group Marketing Manager Robert Niell. Under Mr Niell there are three Marketing Managers, each representing a specific world market. Gibor Hernadi is in charge of the Australian markets and potential Australasia markets. The two other Managers are in charge of the UK market and the USA market respectively. Reporting to Mr Hernadi directly is the Export Manager, in charge of shipping and packaging. .
Executive Chairmen of Palandri Wines Darrel Jarvis said, "we recognised that the international markets of the future would be driven by premium bottled table wines, varietal wines, which were of consistent high quality and were in high volume." Palandri felt it was important to make their brand relevant to an international market, while at the same time concentrating on the market within Australia. This global strategy has been the driving force behind the company's development from day one (www.winestate.com.au). Palandri distributes product throughout Australia and has already established an export division in the UK and European market countries.
