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Case
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Reference no. 601-022-1
Authors: Karen Henderson (University of Otago)
Published in: 2001
Length: 10 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

Chard Farm is a small, privately owned New Zealand vineyard and winery company. Located 25 km from one of NZ''s premium tourist destinations - Queenstown, this 12-hectare operation manufactures cool varietal wines for both domestic and international markets. Having been in operation since 1987 Chard Farm is considered to be one of the founding operations for the Central Otago viticulture industry, which has now grown to be NZ''s seventh largest wine producing region. This case study examines three primary issues; Operations Management, Supply Chain Management and Quality Management. It is suitable for undergraduates in commerce, business management, operations management, marketing and tourism. While it incorporates a wide variety of issues, including some service industry aspects, emphasis has been placed on capacity and scheduling; supply and logistics; and quality issues of the operation. The case portrays how this small operation has adopted a holistic perspective to its operation, integrating the strengths of both manufacturing and service aspects to compete successfully in a highly competitive marketplace. From the information provided in the case, students should be able to analyse these issues, identifying how Chard Farm maximises its strengths and mitigates the effects of any weaknesses in their operation. Bearing in mind the details of the case, students have the potential to offer suggestions on how further improvements can be made to both the vineyard and winery operations. This case contains colour exhibits.
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About

Abstract

Chard Farm is a small, privately owned New Zealand vineyard and winery company. Located 25 km from one of NZ''s premium tourist destinations - Queenstown, this 12-hectare operation manufactures cool varietal wines for both domestic and international markets. Having been in operation since 1987 Chard Farm is considered to be one of the founding operations for the Central Otago viticulture industry, which has now grown to be NZ''s seventh largest wine producing region. This case study examines three primary issues; Operations Management, Supply Chain Management and Quality Management. It is suitable for undergraduates in commerce, business management, operations management, marketing and tourism. While it incorporates a wide variety of issues, including some service industry aspects, emphasis has been placed on capacity and scheduling; supply and logistics; and quality issues of the operation. The case portrays how this small operation has adopted a holistic perspective to its operation, integrating the strengths of both manufacturing and service aspects to compete successfully in a highly competitive marketplace. From the information provided in the case, students should be able to analyse these issues, identifying how Chard Farm maximises its strengths and mitigates the effects of any weaknesses in their operation. Bearing in mind the details of the case, students have the potential to offer suggestions on how further improvements can be made to both the vineyard and winery operations. This case contains colour exhibits.

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