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 Established in 2003 by
Cathy Willcock

 In Western Australia’s
Margaret River
 Generation X, also known as the Baby
Busters, were born between 1965 and
1979.

Until a few years ago, wine tours targeted

at this generation were almost non-
existent.

Cathy Willcock “I realized Generation X

were being neglected. I couldn’t
understand why because this age group
have got cash, their eyes are wide open and
they like drinking.’

She set up Wine for Dudes, providing a

number of different wine tours, taking out
on average 40–50 people a week.
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Business was brisk right from the beginning,
helped along by a feature on one of Australia’s
largest travel shows.

The locality was also a helping feature, and

Willcock has been impressed with the amount
of community support.

“A lot of the winemakers here are supportive

of me pitching wine tours to the Generation X
market.” – Cathy said.

She brought her brother on board as an

investor to help her keep an eye on the
finances. ‘That’s what he is good at .”she said.
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People think they can’t
enjoy wine unless they
know about it and that’s
not true.

Wine for Dudes trying to pull back the restraints

from people enjoying wine.

One of the ways Wine for Dudes helps people

overcome their nervousness about wine-tasting
is by letting them blend up their own wines.

‘It gives them confidence in their own palette and

what they like and don’t like.’
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In 2007, Wine for Dudes’ tours, promising to

‘demystify wine and wine culture in a refreshing,
intimidation-free environment’ were selling at
about AUS$55

The tours were available seven days a week and

included lunch at a winery, pick up and drop
off, wine tastings all day and a tour in a
working winery

The company also produces its own brand of ‘Wine

for Dudes’ wine. It’s well priced at $14 a bottle, and
easy drinking, available at any local restaurant with
any kind of street cred!’
Because information is never perfect and the future is always
unknown, no one right conclusion can ever be drawn from the
evidence gathered in the SWOT process. As a result, forecasting
becomes an important stage in the planning process to support a
SWOT. Expectations, vision, judgement.

Projections for factors such as

WHAT IS sales volume and revenue.
FORECASTING
MEAN? Consumer profiles, product
profiles.

Price trends and trends in the

external environment.
 Qualitative techniques: are those that seek to
estimate future levels of demand, based on
detailed subjective analysis, include sales staff
estimates, senior management opinions and
There are two main sets buyers’ intention surveys.
of forecasting techniques
Quantitative techniques: rely on analysis of past
and current data. In some instances this implies
the simple projecting of future demand in terms
of past trends; in other instances, unravelling
causal determinants needs to be considered.
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China’s population in 2004 was 1,296 billion.

The number of outbound tourists from

China grew nearly 50 per cent in 2004 to
reach 28.85 million.

In 2004, 15 European countries were

granted Approved Destination Status (ADS)
by China.

中国 At the end of 2005, the number of countries

granted ADS by China was over 90. It is
predicted that China’s outbound sector will
grow 20 per cent annually.

According to a survey by Goldman
Sachs Global Investment Research
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Chinese travellers spend twice as much on
luxury items abroad as they do at home.
In the short term, Hong Kong is likely to
attract most of this spending by mainland
tourists due to its proximity and attractive
prices.
Europe, particularly France and Italy, will
lure an increasing number of Chinese
tourists in the future.
‘Travelling overseas has already become
the hot new lifestyle choice for modern
Chinese,’ said Willie Fung - senior vice
president and general manager, Greater
China, for Mastercard International.
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Employs a multi-pronged approach to the

Chinese market, participated in the China
International Travel Mart.

Sent sales missions to Shanghai and Beijing

to meet with tour operators, airlines,
government, and trade organizations

Relationship building with both US and

Chinese news media, and cultivating the
large Chinese population in New York City

Added Chinese language pages to its website

and provides market intelligence and
educational seminars for its members
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Goals are the primary aims of the organization, and objectives

the specific aims that managers try to accomplish to achieve
organizational goals. Goals can be defined in terms of sales
growth, increased profitability, and market leadership.

Objectives are the activities that will accomplish the goals.

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specific in terms of the time

 integrated with long- period in which they are to be
term corporate goals achieved
and strategy.
To be effective and realistic and aggressive in
actionable in  precise and quantified terms of market trends and in
practice, Middleton in terms of sales relation to budgets available
and Clarke assert volume, sales revenue,
that tactical or market share. agreed and endorsed by the
marketing objectives managers responsible for the
must be:  specific in terms of programmes of activity designed
which products and to achieve results.
which segments they
apply to measurable directly or
indirectly.