ashley ratcliff - creating a competitive advantage in times of trouble
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2014 Australian Macadamia Society 40th Anniversary Industry Conference.TRANSCRIPT
Creating a Competitive Advantage in Times of Trouble
Prepared by: Name: Ashley Ratcliff
Title:
Date: 15th October 2014
A bit more about me!
Family
Home Garden
Angaston Show
Gifts for Family & Friends
Chilli Sauce
Oxford Landing Estate
The Australian Wine Industry
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The Australian Wine Industry – Background
The first grape vines arrived in Australia with the First Fleet in 1788
Export growth occurred in the 1990’s
Dominated by a handful of varieties (Chardonnay, Shiraz, Cabernet
Sauvignon & Merlot)
World's fourth largest exporter of wine with approximately 750 million litres
a year to the international export market with only about 40% of production
consumed domestically
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The Australian Wine Industry – 2025 Vision
• The vision is that by the Year 2025 the Australian wine industry will achieve $4.5 billion in annual
sales by being the world's most influential and profitable supplier of branded wines, pioneering
wine as a universal first choice lifestyle beverage
• Export growth is expected to occur in three phases:
Volume growth (1996-2002) during which the rapid vineyard expansion of recent years will overcome product shortages thereby enabling expansion in existing and penetration of new markets.
Value growth (2002-2015) which will place increased emphasis on building brandstrength, sector share and margins.
Pre-eminence (2015-2025) when Australia will have established brand leadership in specific market segments.
• Grape production will need to rise from the existing peak of around 850,000 tonnes (1996) to 1,650,000 tonnes (2025)
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The Australian Wine Industry – Vintage Production
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Tonnes Crushed 1,147 1,500 1,800 1,500 1,860 1,920 1,900 1,420 1,830 1,730 1,580 1,600 1,580 1,830 1,680
Vintage 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
0
500000
1000000
1500000
2000000
2500000
The Australian Wine Industry – Segment Definition
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The Australian Wine Industry – Exports
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The Australian Wine Industry – Domestic Consumption
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The Australian Wine Industry – Winery Balance
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The Australian Wine Industry – Winery Balance
Private Equity
Private Equity
$190 M write down
$30M loss 2011/12
The Australian Wine Industry – Financial Summary
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The Australian Wine Industry – Summary
Since 2007 the profitability of the Australian wine industry has declined significantly
This decline in profitability has been driven by a ‘perfect storm’ that has intensified by;
Export returns have declined sharply
Domestic margins have been squeezed by retailers
The decline in export demand has created an
‘oversupply/under-demand’ of grapes and wine in certain quality segments
Basically the Australian Wine Industry is positioned in the ‘mature’ phase of the industry life-cycle and possibly entering the ‘decline’ phase!
The ‘Optimism’ of the Wine Australia’s 2025 Strategy drove huge investment and growth in the Australian Wine Industry……..and hence resulted in reaching oversupply…….a position that has cause significant brand damage!
The Riverland
The Riverland
The Riverland
The Riverland
• Soldier Settlement
• 2hrs NE of Adelaide
• 400,000t of grape/year (82% growers grapes)
• 22% of the national crush
• 62% of SA crush
• 300mm rain/year
• 20,739Ha (Barossa 11,168Ha)
• Reputation for bulk wine
The Riverland – Current Situation
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Why Invest in the Wine Industry??
Ricca Terra Farms
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Ricca Terra Farms
Established in 2003 by Ashley & Holly Ratcliff (200t)
Good profits in early years…..no need to think strategic!
Growth over 11 years to 1,200 tonnes
Past 5 years has seen profits eroded significantly
A strategy of doing nothing would have be disastrous
……..our approach was to make change…..think how we could
create s strong competitive advantage!!
Building a Competitive Advantage
Strategy Development
‘Discover the critical factors in a situation and design ways of coordinating and focusing actions to deal with
those factors’
‘Good strategy works by focusing energy and resources on one, or a very few, pivotal objectives whose
accomplishments will lead to a cascade of favourable outcomes’
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The Core of Strategy (Good Strategy/Bad Strategy)
Discover the critical factors in a situation?
Ricca Terra Farms was growing grapes that were;1. easily substituted by customers
2. not valued by customers3. in abundant supply within the industry
Ricca Terra Farms was growing a ‘Commodity’ crop……if Ricca Terra Farms did not change it would fail.
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The Core of Strategy (Good Strategy/Bad Strategy)
Producing at a lower cost than competitors, or if can deliver more perceived value than competitors, or a mix of the two, then you
have an competitive advantage
Extending a competitive advantage requires looking away from products, buyers and competitors and looking instead at the
special skills and resources that underlies a competitive advantage. In other words ‘build on your strengths’
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Competitive Advantage
What Will The Future Look Like??
Establishing a Competitive Advantage
Passion/Best/Resource
Building a Competitive Advantage Through Collaboration
Building a Competitive Advantage Through Collaboration
Building a Competitive Advantage Through Collaboration
The ‘Tipping Point’ in Competitive Advantage
Things Started to Happen!!
……..and Happen!!
……..and Happen!!
……..and Happen!!
……..and Happen!!
The ‘Tipping Point’ in Competitive Advantage
Being Visible!!
Being Visible!!
Being Visible…..and Communicate!!
Competitive Advantage = $$
Discover the critical factors in a situation?
Ricca Terra Farms was growing grapes that were;1. easily substituted by customers – No longer the case
2. not valued by customers – Highly valued3. in abundant supply within the industry – Very limited supply
Ricca Terra Farms was growing a ‘Commodity’ crop……if Ricca Terra Farms did not change it would fail.
2014 AMS 40th Anniversary Industry Conference proudly presented by
The Core of Strategy (Good Strategy/Bad Strategy)
Producing at a lower cost than competitors, (yes) or if can deliver more perceived value than competitors (yes), or a mix of the two,
then you have an competitive advantage’
Extending a competitive advantage requires looking away from products, buyers and competitors and looking instead at the
special skills and resources that underlies a competitive advantage. In other words ‘build on your strengths’ (we are quickly building a
reputation of growers who grow high quality grapes and help promote customer’s wine – difficult to replicate by competitors)
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Competitive Advantage
Establishing a Competitive Advantage
Final Comments/Thoughts
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Final Comments/Thoughts
Identify the critical factors influencing your business
Finding your competitive advantage is critical
Be honest about your business & industry’s future
Work out what you passion is, what you can be the best at and
make sure the two can drive resource engine
Build a brand or otherwise be a commodity producer!
Keep things simple!
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Thanks
Australia Macadamia Society
The Yalumba Wine Company
Oxford Landing Estate