E&J Gallo has been operating for about eighty-eight years and distributing to over ninety countries globally. Their mission is stated on their website as follows, “Today we are guided by a clear vision for our success. E&J Gallo Winery will remain a family-owned company that will be the leader in the U.S. wine industry and the leading provider of California wines in select markets around the world” (E&J, 2021). This is a company that finds it important to embrace change and encourage innovative ideas as the wine industry is continuously evolving. They are also committed to developing connections with their customers, distributors, and employees every day. E&J Gallo strongly believes in upholding its core values to sustain competitive advantage and achieve excellent growth and opportunities in the wine industry. Establishing long-term objectives can provide direction to succeed in the future and continue to stay competitive within the industry. The first long-term objective is to develop new variations of wine that are specialized for different regions. Providing new variations of wine for specific regions can benefit in satisfying local cultures and increasing their experience. It will attract a different group of audiences that will enlarge their market. The second long-term objective is implementing digital innovation that can increase the speed of the supply and operation sector against its competitors. Chief Information Officer of E&J Gallo, Sanjay Shringarpure, believes the next big step is “aligning IT with the business function in new ways''. This can allow for faster processing and keeping up with the modernization of the world. The third long-term objective is creating a much bigger marketing and communication platform. Many wine companies do not fully utilize their tools and data they have. Companies can benefit from updating their platforms like Instagram or Facebook. Advertising and adapting to the newer ways of social media can attract their audience's attention in different ways. It can be their main source of increasing their sales and revenue which can be used to invest in other costly things like technology. Overall, these long-term objectives can keep up within the wine industry and have a positive outlook for the future. In the wine industry, it is crucial to create strategies that can help the company sustain competition and branch out globally. The first goal is to create new variations of wine for specific regions of the world. By doing so, it will satisfy and fulfill the cultural needs of that area. The first long-term objective will use the focused differentiation strategy and the positioning strategy to accomplish the goal. A focused differentiation strategy promotes uniqueness and increases wine value that focuses on a narrow market coverage. It will motivate consumers to pay at a higher price and generate revenue quicker. Positioning strategy can lead the company to adapt to the culture easier and accurately. According to an article on competitive strategy, positioning or place branding strategy focuses on the marketing and consumer force of that region, city, or country (Flores & Ortiz, 2019). In this case, the goal is to outperform rivals by adapting to the culture and providing variety to the consumers. The second objective is to implement digital innovation that speeds up the supply and operation process like labeling, brewing, and gathering crops. The world continues to advance in technology, keeping up with the pace and moving efficiently as possible is important. The generic value chain can guide the company into examining and modernizing its activities. The value chain can also make it easier to handle a high market demand. To sustain competitive advantage, the idea is to “plan, deliver, and run. The functions of the value chain will support the business functions” (High, 2019). The third objective is to have a competitive marketing and communication platform. The differentiation strategy will work best in knowing how to advertise uniquely in the wine industry. It was discovered that only “10% of wine companies are using social media effectively to sell wine” (Herron 2020). It can encourage more consumers to buy their selections of wine over the competitor. Differentiation strategy, positioning strategy, and the value chain are alternative strategies that can give the company a defensive position and pave their way for business success within the wine industry. The first choice of action for distributing new variations of wine for specific regions is enriching the wine features and having it express the personality of the area. Providing special types of wine is going to create customer loyalty and generate more sales. The second choice of action for digital innovation in the wine industry is to invest in high-tech machine learning and Artificial Intelligence (AI) that can fasten production. Many wine companies are behind in hightech equipment and are falling behind due to worn-out systems. Involving emerging technologies will renovate the way wine businesses operate. The third choice of action for marketing and communication is to have a strong presence on social media. As mentioned earlier, many wine companies are not taking advantage of social media to its fullest. Updating and figuring out the best way to advertise the company’s image, product, and services will attract and inform the audience’s attention. The courses of action chosen are the future and open opportunities. 
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