[8] 2002 e-business-strategies-for-virtual-organizations

e-Business Strategies for Virtual Organizations
Appendix 1 Case: Little River Winery Co.
Introduction
The company is a family-run winery business located in the
booming wine industry region of Swan Valley in Western
Australia. It was established in 1972 and owned by two
members of the management. The company cultivates a total
acreage of 12.5 in addition to supplies from contract growers.
West Wines Co. produces a variety of Australian choice wines
with main markets in Australia, Japan, Singapore, Malaysia and
Taiwan. Its annual level is 10 000–15 000 cartons. It established
its first online site in June 1995 as a virtual face model, focusing
on providing an additional outlet for the firm’s operations and
to support its strategy to reach international clients. The site has
subsequently been redesigned twice to reflect the changes in
operation as the organization expanded virtual operations,
linkages and strategic alliances and took advantage of a growing
e-market for wine.
e-business infrastructure
The company’s online shop focuses on marketing products, and
providing corporate and industry information to its clients. The
site also provides information about its key agents and sales
outlets. There are a total of six permanent staff including three
members of the Simpson family. The company also employs
approximately 15–20 part-time staff who perform a variety of
tasks (e.g. cellar door wine tasting, wine sales and café
activities).
The site features an electronic ordering facility enabling customers
to purchase with their credit cards and provides information
about wine production, price lists, Company Vintage Report
(Swan Valley Vintage Report 1999), information about the Swan
Valley Region and recent visitors to the winery.
Linkages and relationship management
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LRW maintains extensive linkages with key players in the local,
national and international wine industry: Japan (3), Singapore
(1), Malaysia (1), Taiwan (1), Australia (14) – Western Australia