Report on decision making: if we need to change the cork closure into screw caps

本文是关于玻璃罐装的葡萄酒是否需要使用橡皮胶塞子的讨论和分析
Introduction 
A bottle closure is a device that seals the contents inside of a bottle, protecting those contents from dust, spilling, evaporation and/or from the atmosphere（1）. It is usually matched with finishes that have content in them. Thus both the traditional cork and cork alternatives like metallic screw-caps are closures to function with finishes. Cork is the most common closure during the mouth-blown era and is the most traditional way to seal wines, and made from the cork oak tree. Because of the popularity in wine industry, people’s impression towards corks are good and although there are some alternative wine closures, cork play a great part in the industry(2) (3).However, because the presence of the chemical the chemical trichloroanisole(TCA), which makes the wine quality decreases(4). And winemakers abandoned corks out of concern that “cork taint”(the moldly-basement smell) are ruining too many bottles and begin to use screw caps. 
Screw caps which are made from aluminium material threads onto the bottleneck. And they are the predominant closure used by Australian and New Zealand wineries. It begin to popular in 20th and improve the overall quality and aging potentials. However, people’s attitude toward the screw caps is not consistent. They think that using metallic screw caps lower the quality of the way and it gives people a feeling of cheap and also there is report which indicates screw caps wine bottle threaten rare species.(5) But more and more large wineries begin to use the screw caps for the sake of good quality and long storage(6)(7). Thus in the report, we should decide if we would use the metallic screw caps to substitute the cork. We should conduct a research to know people’s response to our improvement by using the metallic screw caps. More Positive responses like I like screw caps more than corks or I don’t care which closures you use as far as the wine quality will help us to make the substitution decisions. Too much negative responses like I think cork is better and is high-end closures and I don’t like screw caps because its bad impact on wine quality will stop us to make the substitution decisions(8).
Methodology
We will conduct a experimental research in our different sale market(9). Two experimental types of wine will be produced and they are the same except the closures. One type is cork closures including three kinds and the other is metallic screw caps including three kind. On the one hand, we will provide our retailers with those two types, six kinds wines and set the some price. On the other hand, we will select thirty supermarket randomly to conduct the experiment. Setting special cooperation with the big supermarket is necessary. Especially counters are set to promote those two types wines, our salesman will give people who buy wines a questionnaire to answer, of course, special coupons of the supermarket will be given as an incentive. There are several easy choice questions such us which kind have then chosen and why they choose like that? The predicted different answers are listed for them to choose. Thus in those 30 supermarkets, every wine buyers has the chance to answer our questionnaire( Showed in next page) . In the process, scientific and reasonable design of questionnaire is a must. The other needs like the pen to answer the questionnaire , coupons as an incentive, software like excel for statistics. In general, the overall wine sale of those two kind and respective sales numbers in different market should be reported in the form of excel and the answer to questionnaire also need to be counted. Generally，the plan aims to acquire people’s response to the closure change. The sale numbers comparison which as a result shows people’s direct good or bad response and the questionnaire give us an insight on the reason about people’s different, finally, those data contribute a lot to our decision. But as you can see, our questionnaire aims people who are our customers and the opinions of most people who are our potential customers are excluded. Moreover, to get exact sales numbers is difficult unless we have intense relationship with retailers. Therefore, we need more support to conduct the research.

 Conclusion

Although cork closure is popular since the begin era of mouth -blown, it has a bad influence on wine taste which are key factor in wine industry, and also because the use of corks, some forest are destroyed and it is harmful for the balance of ecosystem. Screw caps begin to draw people’s attention dramatically, and lots of giants of wine industry have began to use the screw caps or plan to use screw caps and it also can help keep the wine for a long time. It is promising and become a trend to use screw caps for wine industry. As it is planned, we will acquire sale number of the two types of closures and compare the difference of those types to help us know if it is suitable to make the change. The reason we use different kinds of a certain type is that the data can help us to know if the appearance of certain type has effect on sales, which will help us to make sure if there any need to produce different kinds screw caps to satisfied the needs when we make the change decision. At the same time, we can process the data of the questionnaires, to know exactly the customer’s response to the change, what is the exact reason for them to buy the certain type of wine. Pie chart can help us understand the proportion of each opinion. Data expert’s analysis could help us to understand the exact needs of customers, which finally contribute to decision making according to the analysis of the data. 

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