Group: ANNA MAMYANLILIT GYURJYANLIDA ARSHAKYANMARINA SEDRAKYANANNA HAYRAPETYANHAYARPI VARDANYAN

Semina Consulting: Changing the Tradition of Armenia’s Winemaking Industry

Professor: SERGEY TANTUSHYANCourse: Business Policy and Strategy

DilemmaHow to enlarge the production capacity of Semina

Consulting?

Options• Establish a factory in Areni village.• Establish a factory in Areni village in cooperation

with the Idea Foundation, which is going to build a wine museum near the caves.

Recommendation

Establish a factory in Areni village in cooperation with the Idea Foundation, which is going to

build a wine museum near the caves.

Industry Analysis

CompetitionZorah Wines•Founded in 2001•Price per 0.75l bottle- $40•Testes and approved by Italian labs•In the top 10 wines of 2012 by Bloomberg•Produced in Armenia for exporting

Golden Grape ArmAs Wines•Founded in 2007•Price per 0.75l bottle- up to $40•Available in high end HoReCas

CompetitionArmenia Wine•Largest Armenian winery founded in 2008•Price per 0.75l bottle: $3 - $20•Sold 2.5mln bottles in 2014

Yerevan Ararat Brandy-Wine-Vodka Factory•Founded in 1865•Since 2002 belongs to Multi Group Concern•92% of production is exported to CIS countries

Vedi Alco•Founded in 1956•Affordable price•Abundant availability in Armenian market•Export to CIS countries

Semina Consulting• Provides A to Z consulting to its clients; starting from

site selection, grape planting up to marketing and sales.

• Semina Consulting’s mission is to create maximum value for customers with least amount of resources.

• Outsoaring winery, lease of equipment

Semina Consulting

Recommendation

Establish a factory in Areni village in cooperation with the Idea Foundation, which is going to

build a wine museum near the caves.

2011 2012 2013 2014 2015 2016 2017 -

100,000.00

200,000.00

300,000.00

400,000.00

500,000.00

600,000.00

700,000.00

800,000.00

900,000.00

1,000,000.00

Revenue Alt. 1 Revenue Alt. 2Total costs& Expanses(Alt.2) Total Costs&Expanses(Alt. 1)

Thank You