THE wine industry is currently one of the most competitive agricultural industries in the world. In the midst of this competitiveness, the South African wine industry has proved itself as an industry that is capable of marketing good wine at reasonable prices.
To preserve this image and to grow, the local wine industry is in great need of expert management to develop and further enhance marketing channels.
This is according to Willemien Law, head of marketing of USB Executive Development (USB-ED) – a public company within the University of Stellenbosch Business School.
The USB-ED will be hosting a wine management programme from June this year to specifically focus on this challenge to the wine industry.
She is of the opinion that some overseas countries are way ahead of South Africa when it comes to marketing with lots of wine expertise being lured to other parts of the world.
To counter this, South Africa should focus on cultivating world class wine institutions with outstanding management skills to rather bring the expertise to South Africa. In this way the country’s position as a prominent wine management expert can be enhanced.
Wine has become a commodity. The challenge for the wine industry is to provide this commodity with a South African identity and standing, as well as to promote wine in the local market.
For this to happen, management skills at senior and middle organisation level are needed to identify fast changing objectives and to provide solutions.
Whilst the South African industry can be considered technically advanced, there is a need for these technical skills to be supplemented by management skills. This can provide technically minded employees with the opportunity to move higher up in organisations.
Whilst there is some sensitivity around qualified management staff being lured away by organisations, it should be accepted that an investment in a person is ultimately an investment in the industry and in social responsibility.
The wine management programme will be hosted at the University of Stellenbosch Business School in the form of modules and will run from June 2008 to July 2009.
A successful participant will receive two certificates – one for the Programme in Wine Management and another for the Programme in Project Management.
The programme makes provision for participants to select specific modules of interest. The programme is targeted at middle and senior managers working in the wine industry or any area which supports the industry.
The content of the programme includes the development of a strategic vision, applying effective marketing strategies, financial control and decision-making, managing human capital, economics, management of viticulture and oenology and managing projects.
Contact Arina Basson at 021-918 4472, fax 021-918-4478 or e-mail arina.basson@usb-ed.com for more information.
