˘ ˇˆˆ˙ · tenerife – canary islands (spain) stratinc project:interreg iiic west zone...

STRATINC PROJECT:INTERREG IIIC West Zone

“STRATEGIC INTELLIGENCE AND INNOVATIVES CLUSTERS”“STRATEGIC INTELLIGENCE AND INNOVATIVES CLUSTERS”

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Questionnaire

performed on Wine

sector in North

Tenerife – Canary

Islands (SPAIN)

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MethodologyMethodology for Questionnairefor QuestionnaireSeveral issues associated with the growth of the wine-growing sector are considered and the answers have been obtained through a dialogue with all the stakeholders involved. In This sense, the STRATINC project sought the support and the opinions of everyone in the sector in Tenerife using a working method that was implemented in several phases:

1) Personal interviews to detect the “Cluster Building” needs in relation to the areas of wine growing, oenology and marketing.2) Working meetings with specialists in each area, experts from the Regulating Councils, wineries, wine growers, restaurant owners and experts in marketing from each district.3) Telephone surveys.


Survey Details

� 95 Small to medium sizes Enterprises in Wine.

� 1 academic personnel involving in OKODEX SOLUTIONS performed the interviews.

� Average time of interviews 30 to 45 min.


Human ResourceHuman Resource for Questionnairefor Questionnaire

Local Steering CommitteeLocal Steering Committee

President of MannorteMayors, officials, technitians1 local coordinator2 leading local actors (Enterprise member and social members)

Local working GroupLocal working Group7 Companies involving in a Export ConsorsiumASVITEN as a Viticultors Association


Number of employees & Subcontracting

• From 2 to 50

• Subcontracting is not

the main scope of the

enterprises.


Exports

Export is consideredas very important but onlynly seven (7) seven (7) companies companies incluiding incluiding in a in a consorsiumconsorsium are are exporting up to exporting up to Europe. Europe.


Company Management: Company Management: industrial propertie

Many enterprises registred an industrial propertie.

�� CellersCellers will start registering will start registering their industrial properties their industrial properties mainly in CRDO.mainly in CRDO.

�� 3 drawing in the North(enterprises grouped in a cluster).


Company Management: Company Management: Management indicators

Three different areas:

1) Wine growing

2) Oenology

3) Marketing.


Company Management: Company Management: Wine growing (1)a) A range of different companies focusing on the integral supply of wine making services, thus facilitating the continuity of professional wine growing in the area, while also becoming a practical solution for the generational change-over in the sector here.c) New forms of organization foster an on-going wine growing advisory service that is required by wine growers and wine producing sector enthusiasts. d) The cellars have to guide their traditionalgrape suppliers in the vineyard modernisation process that is taking place in Tenerife

e) The sector is seeking interesting formulasfor buying and selling quality grapes that will ensure a stable supply for cellars and enhance the profession of wine growing.


Company Management: Company Management: Wine growing (2)The graph below shows the factors, as a whole, that have an influence on obtaining quality grapes:

Professional wine grower

Vines Qualitygrapes

Environment and landscape protection

Regulating Councils and other public and private

partners

Wine growers


Company strategy Company strategy in the area of wine in the area of wine growinggrowing

CHALLENGES ARISING FROMCHALLENGES ARISING FROM1. Growth of production and the intensification of

competition in the domestic and Canary Island market.

2. To consolidate, diversify and differentiate quality wine production.

IN THE AREA OF WINE GROWING,IN THE AREA OF WINE GROWING,1. New growing systems and improved varieties is

to produce a grape that will allow continuity and improvements in making wines that can be differentiated by their sensorial attributes.

2. Controlling production costs by mechanizing trellis growing techniques will help to improve the value for money of the wines.

3. Opportunity to improve wine growing production with public support.


Company Management: Company Management: Oenology (1)1) Improvements in winery equipment.2) Oenologists into the district.3) People’s curiosities for new wines. From practically two kinds of wine; reds and young whites, the sector has diversified their produce to a large extent, producing the first cask aged wines, crus, reserve wines and sweet wines. 4) Most of this diversity has been provided by the larger wineries, which can provide stability for these wines in the market, as they have the largest quantities of litres apt for these wines.


Company Management: Company Management: Oenology (2)The area of oenology has been marked by a control and search for better quality wines and stability. This encompasses:

1) The whole process from selecting the best grapes in the vineyards to obtaining a wine with greaterorganoleptic quality.

2) Applying the best oenological practices.

3) Opting for both training and re-cycling of the Classification Committee, which is directly responsible for Quality Control.

4) Seeking outside advice for training the winery managers and oenologists registered on Denomination of Origin.


1) Improving the quality of wines should be approached through oenological and sensorial definition, greater diversity through the creation of special wines and a search for stability of the quality, both within the same vintage and from one year to another.

2) It is essential that the wineries give clear signs of a wine growing industry that is immersed in a process of re-converting their growing methods, defining the varieties and other qualities required by the wine growing sector.

3) An improvement in quality and a clear definition of wines is only possible with stable and two-way co-ordination between wineries and wine growers.

Company strategy Company strategy in the in the in the area of in the area of OenologyOenology


Company Management: Company Management: Marketing.1) Marketing these wines has emerged as one of the leading challenges for the coming years.

2) Requires an intense and co-ordinated effort in the constant struggle to maintain and increase market share.3) It is vitally important to have an idea of consumer preferences and their buying criteria. For this reason, they will continue their work with sensorial tests of consumers.


Company strategy Company strategy in the area of marketingin the area of marketing1. To intensify the marketing effort both in the local market

and further a-field, due to the increased production of quality Canary Islands wines and the appearance of new Spanish and foreign wines and advantageous value for money conditions.

2. The intensification of promotion efforts should be the task of wineries, Regulating Councils and other institutions.

3. These efforts will have to be actively co-ordinatedthrough multi-year promotional plans, seeking greater clarity and coherence in the sector’s demands for support from public institutions.

4. The defence of the island and regional market will involve harnessing all the advantages arising from the proximity of local consumers with oeno-tourism and general promotions.

5. Maintaining and, as far as possible, increasing market share in the Canary Islands is a fundamental objective for the coming years.


The wine sector’s main challenges arising from questionnaire of needs, are:

WINE GROWINGStandardisationMechanisation

Varieties

OENOLOGYOENOLOGYDefinition

ClassificationDiversification

MARKETINGPositioning

IntensificationDiversification

CONSOLIDATION OF MARKET POSITION


� Grow quantitative production.

� Intensification of competition in the domestic and Canary Island market.

� Controlling production costs

� Diversify the customers.

� Rationalize the purchases.

� Develop the outsourcing.

� Create a lobbying.

Networks: motivations


Information System� The main informative mean is The main informative mean is considered to be INTERNET.considered to be INTERNET.

� Scientific & technicalpublications.

�Regional daily press.

� National daily press.

� Professional & specialized

magazines like «Bodega Canaria ».


Innovation & Watch: Fields of survey

��Financing aidsans subsidies

��Recruitment��Training

��Products��Process

Management

��Customers

��Suppliers

��Competitors

��Technologies

��Markets

Regulations

Great relevanceAverage relevanceSome relevanceNot relevance

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Innovation & Watch: Sources of information

��Internet

��Local or area institutional

National institutional

��Exhibitions

��Public/private researchinstitutions

��Professional publications

��Consultancy businesses

Professional associations

��European institutional

��Universities, laboratories

��Competitors

��Suppliers

��Customers

��Co-operation, alliances

Employees

Great relevanceAverage relevanceSome relevanceNot relevance

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Innovation & Watch: Watch practice & OutsourcingIn terms of watch, the SMEs questioned in the wine sector don’t have a formalized watch methodology.

Which tools of search for information Which tools of search for information uses the company?uses the company?

Internet and meetings.Internet and meetings.

Which tools of management for Which tools of management for information uses the company?information uses the company?

Writing Writing or speaking

Which tools of diffusion for information Which tools of diffusion for information uses the company?uses the company?

EE--mails and internal meetingsmails and internal meetings


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We are presenting the first number of the magazine WINE-NET, a publication that we hope to use as a vehicle to bring you all the latest developments in the world of wine. Our objective is to provide you with all the contents that are posted on the web site www.wine-net.com, as we are aware that, for one reason or another, not everyone in our target public has access to the Internet.


With this quarterly edition, we in the Mancomunidad del Norte de Tenerife, North Tenerife Association of Municipalities, and thanks to the Stratinc European project, would like to make a contribution to disseminating both domestic and international information on the wine growing industry, particularly about the technology used in this area.

In our pages, you will find reports, interviews and news of competitions, subsidies, training, developments, pests, gastronomy, wine cellars, studies, etc., and all so that farmers, technicians, businessmen, cellar owners and other professionals of the wine growing sector, and those interested in the industry, have an up to the minute view. We hope that you will find Wine-net interesting, entertaining and, above all, useful.


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www.www.winewine--net.net.comcom


The Mancomunidad del Norte de Tenerife is currently working on creating an Internet portal to provide more information about the world of wine, aimed at the wine growers of the new member municipalities.

This is the “Wine-net Wine Platform”, www.wine-net.com, parts of which are already accessible. This initiative is part of the European project STRATINC that this supra-municipal association is a partner to.


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The company responsible for the work

The company OKODEX SOLUTIONS has been chosen to develop and maintain this web platform. Their attractive project offered both power and user friendliness, bearing in mind the sector the portal is aimed at.


The Basic idea that the Mancomunidad del Norte wanted to get across to Okodex Solutions was to create a platform that will feed not only off information from the conventional channels of journalism, but also from contributions from users. Using this approach, we have designed a site structure in which user participation is given priority; an open site in which anyone with anything to say will have a space to do so, but which, at the same time, acts as a shop window for official announcements and news of interest for the sector.


Apart from the portal design, OkodexSolutions is also responsible for creating the “Innovators’ Clubs”. Local companies are being surveyed to gain an insight into the needs of the professionals working in the wine sector in Tenerife. We also take the opportunity of these interviews to inform these companies of the advantages that www.winewww.wine--net.comnet.com will offer for their businesses: Providing a shop window on Internet for their wines, their own e-mail address, receive interesting information and, at the same time, having the chance to express their views on events related to the world of wines.


The Mancomunidad del Norte de Tenerife has considered that not all users have the same access possibilities to the portal, due either to a lack of technical means or because of lack of know-how concerning the potential of the Internet. For this reason, we will provide support for users who require it with the “technological cupboards”.


Okodex Solution’s in-depth knowledge of Internet is the best possible guarantee to ensure the success of this project, which is to benefit the portal users. They are the real leading players of this project.


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