Business of Tasting Australia Festival - Case Study Example

Name: Institution: Date: Executive summary Tasting Australia is festive held in Adelaide in Australia. It is a festival that involves wine and food. The history of tasting Australia dates back in 1997. This festive is meant to celebrate Australian produce, their grazing, their farmers, their fishermen, their chefs, their bars, their restaurants, and also their winemakers. This festival is one of the most attractive events in South Australia with as many as 40,000 attending it annually (Jolliffe, Bui, & Nguyen, 2009). The heart and soul of tasting Australia is the town square. Since 1997 its popularity has rapidly grown such that it has become a major event in the country. In this festival great chefs from every part of the country gather and join hands in preparation of the meals. The festival takes eight-day, where people eats and drink, interact together thus promoting the diverse culture, gaining unforgettable dining experiences, championing the premium producers. Introduction This report will clearly describe tasting Australia festival which is an annual event in South Australia. Will give analyses of the entire event and also give recommendations that will enable the realization of the mission and visions of the event. The report also will give some of the exciting experiences that gained from the festival (Brown, & Chappel, 2008). These best experiences should be promoted, strengthened and maximized in order of achieving the objectives of this annual event. The report will also outline the worst experiences in the tasting Australia event and how these experiences can be improved with the aim of achieving the mission and vision. The above-mentioned events; best and worst events are linked to the following; risk management, marketing activities, and operation processes. This report also will explain how the best and the worst experiences are linked to the mission and vision of the festival, the promotional activities, and the target market, and also how the above aspects either contribute to the success or the failure of the festival. Tasting Australia was a biennial event but it is now an annual event. It was started in the year 1997 till to date. Its popularity has been growing to attract a large number of people from all parts of the country attending this festival. A number of prominent chefs from different parts of the world also attend this festival. Good examples of such prominent chefs are Paul Carmichael, Mitch Orr, and Lennox Hastie among others. South Australia is one of the leading wine capitals in the world, the event, therefore, is meant to climax how the nation is fantastic in a matter of foods and drinks. The vision for tasting Australia is to be the leading market in the production of food in the world, while the mission is to successfully and sustainably run as a group of successful traders, panel and executive team providing a diverse and exciting cultural shopping knowledge that improves our zone, city, and state. The great event it is aimed at motivating the producers, fishermen, restaurants, bars, farmers and rest of the people in Australia by motivating them and the people celebrate their contribution to the development of the nation’s economy. The event termed as tasting Australia. The term tasting Australia is a term used in the marketing of this event. However, it does not literally mean tasting of the country but tasting all the products produced within the country (Harrison, Loughnan, & Johnston, 2006). All the sectors of the country’s economy are involved. This includes; tourism sector, agricultural sector among other sectors. This will attract professionals from different fields. The event will attract very many winemakers and chefs globally who will come to display their expertise as well as learning how Australia carries out their events thus acquiring more knowledge. The visitors will also be attracted in order to come and see what Australia grows, what it creates as well as the services. The event does not only attract people to come and celebrate together, it also helps generate some revenue for the government. For example, according to Bryant, the event will collect up to $ 18 billion. The event is attended both in the town hub and in the regions. The event happening in the region is one of the best experiences. Mostly, visitors will never visit the regions of a given country rather they will visit the cities (Kirkwood, 2014). Contrary, in Australia visitors, will even explore the interior region of the country. In the town hub, producers present to the festival goers a snapshot of what happens in the fields. This is the best experience since the visitors both from within the country and overseas can be in a position to explore the entire country as a result of the wine and food experiences and other attractions. There is an immediate benefit of the regions as an impact of the food and wine tourism. The benefits will be realized since the visitors will; go shopping, they will eat at pubs, they will hire cars in order to explore the regions fully, they guests will be hosted in the guesthouses as well as in the hotel. This will boost the Australian economy since there will be an exposure to the international market (Getz, & Robinson, 2014). This will ensure that there is a higher volume of exports. Coming up with the idea of food and wine tourism in the region was meant to encourage regional tourism. Tourist would get a display of the main agricultural activities from the town hub, acting as an incentive to explore the field where production takes place. While in the regions, one is in a position to learn how Australia produces its products, learn the expertise of winemakers; one gets exposed to the regional restaurants and also reduces the congestion of visitors within the city. The regional tourism should be encouraged, Strengthened and maximized. With visitors exploring the regions they become the best ambassadors of the nation within and out of the Australian economy. This will promote economic growth and growth of the future industry. Tasting Australia however, is facing a number of challenges that need to be addressed in order to achieve the festival’s objectives. There are a number of chefs who do not get the interest of the festival. The main idea of coming up with this festival back in the year 1997 was eating and not a conventional custom which is all about food and wine. The festival was based on the food and wine experiences which were thought unique to South Australia particularly the Australian products and those who produce it. The main aim also was to reverse the common hierarchy of food festivals which revolves around chefs and celebrities and turn to the other side of the farmers and their products (Fountain, Fish, & Charters, 2008). Therefore, the festival is all about; bakers, winemakers, brewers, distillers, fermenters and others. However, some chefs will tend to go contrary to the main philosophy of this festival and criticize the festival management. Such chefs argue that in other countries there are big names in the food world while in South Australia the main focus is the people who grow this food. The worst experience is when the chefs undermine the works of the farmers and feel that they should not be the main focus during the festival. In the realization of the objectives the farmers, winemakers, distillers, and bakers should be considered important since were it not for their efforts then Australia would not be having a reason to celebrate this festival (Horng, & Tsai, 2012). If the country disregards the effort of the farmers and other important workers then they would discourage them from producing even more of the products. The chefs, therefore, should have the spotlight on the philosophy of the festival. This challenge should be improved in order to realize the set goals of the festival. The chefs should learn a lot from the distillers, farmers, winemakers, bakers and the rest of the workers. On the other hand, the rest of the workers should learn a lot from the chefs. Working together will embrace the national unity and improve the economic status of the country. SWOT Analysis Strengths A festival is an annual event. It, therefore, attracts many people from all parts of the country and overseas since it has gain popularity (Bruwer, Lesschaeve, & Campbell, 2012). It is managed by well skilled and visional leaders. Bryant and Henry appreciate the philosophy of the festival and strictly work to the realization of the objectives of this event. The high number of visitors, the festival is attended by many visitors from within and out of South Australia. This helps in building the economic status of the country. Creation of job opportunities, the visitors becomes the ambassadors of Australian regional products both within the country and outside the country. The country is rich in skilled personnel; many visitors come to gain more skills from the Australians on the experiences they have on food and wines. Weaknesses Critics by some chefs; some chefs do not support the idea basing the festival on the farmers, fishermen, and rest of the workers who produces food. They compare Australia to other countries in the world where such festivals are linked to chefs and celebrities. Opportunities There are many chefs and experts globally looking for a chance to express their expertise. With the tasting Australia festival, they will be in a position to attend this event and get to learn more from their colleagues. Increasing food and wine tourism; as the festival gains popularity, the regions continues to host more visitor and hence economic growth will be achieved. Entertainment opportunities arise as the clients as well as the staffs will wish to have a passive leisure. This will help in the development of arts and other forms of entertainment (Bruwer, & Lesschaeve, 2012). There are high chances of sponsorship; since there are many businesses that will wish to partner with tasting Australia. This will be a way of expressing their support to the festival. Threats Terrorism is a common threat to this event. This is because the event hosts individuals from all parts of the country as well as other overseas. A terrorist would be having a bad will for the progress of this event and decide to attack the regions where celebrations are taking place. This may lead to the death of many while others are left badly injured. Recommendations Tasting Australia is a very important event in the development of the Australian culture, promotion of the national unity as well as building international relations. Marketing this event to be a global event would be an added advantage to the country. This would ensure that the number of visitors coming into the country keeps on increasing year after the other. An increase in the number of visitors within the economy will imply that regional development will have to be witnessed since few of the visitors will prefer to be left in the cities (Veale, & Quester, 2009). Advertising the event will create awareness of such an event, thus the event will be more popular among the people and many will gain more interest to participate. Wine and food production is the backbone to this form of tourism. The government should therefore, subsidize the farm inputs so that the farmers will be in a position to expand their productivity thus attracting even more of the tourists. The government also should strengthen international relations and partnership in order to promote the exportation of goods to foreign countries, this will ensure that regional development is achieved and thus it will positively contribute to the achievement of the vision and mission of the festive event. Internal struggles may lead to failure of the annual festival. The main aim of the festival from the beginning has been well defined as celebrating the Australian produce. This philosophy should be adhered to and this should be revised to favor a specific class of people and in particular those in the high social class. The chefs who feel that the event should be meant to the celebs should appreciate the theme of the festival as they recognize the work done by the farmers and other workers such as winemakers (Bruwer, & Lesschaeve, 2012). Failure to motivate the farmers, fishermen, and fermenters may result in unsuccessful progress of the celebration. Enlightening all the stakeholders on the relevance of the ceremony would contribute to the smooth relation among all the participants without viewing anyone as inferior. Conclusion Australia shows an exemplary effort in which other countries should treat their farmers, brewers, bakers, winemakers, restaurants among other citizens who could be viewed to belong to the lower social class. The tasting Australia festival is not only visited by the local citizens but also by overseas visitors. This promotes the growth of the economy in the country improving the living standards of the people as well as bridging the big gap between the rich and the poor within the society. Wine and food tourism has positively contributed to the regional development since most of the visitors are not restricted to stay in the cities rather they are encouraged to explore to other parts of the country. The festival has contributed to the openness of the economy; this is because the oversea visitors leave the country with a clear picture and a good image of the country and are motivated to purchase wine and other products from Australia. This increases to the national exports thus earning the country with the high foreign exchange. In order to achieve the set strategies the conflict that tends to arise among some chefs viewing the farmers as a low class should be addressed so that the philosophy of the festive is achieved (Bruwer, Coode, Saliba, & Herbst, 2013). The main aim is to celebrate the Australian produce; therefore, all those who participated in the production should be appreciated due to their positive effort. The government on the other side should be willing to subsidize agricultural input in order to promote wine and food tourism. It should also provide tight security, especially during the festive season since there is a potential threat of terrorist attacks. There are a number of strengths associated with the event; to start with, is the existence of qualified and skilled staff with a good example being Henry and Bryant. These staffs are focused on the achievement the missions and visions of the festival. The other the strength is that the regions are developed thus attracting more tourist in the regions more than in the city. This leads to a uniform distribution of national wealth and encouraging the exportation of the country’s products. There are many professionals both local and international willing to participate in this annual event (Alonso, Sheridan, & Scherrer, 2008). This festival was started in 1997 and was a biennial event at the begging but since it has gained popularity it has been advanced to occur annually. The event occurring annually indicates a positive progress in tourism. Implying that, food and wine production and other attractive practices are still enticing more visitors to come into the country. Marketing strategies, the production processes, and the risk management should be closely monitored with a lot of expertise reducing the chances of collapsing of this important annual event. References Alonso, A.D., Sheridan, L. and Scherrer, P., 2008. 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