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International Business Theory Formatvorlage des Untertitelmasters durch Klicken bearbeiten Johannsen Heiko A. S.
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Agenda
1.
Introduction
1.
Case Study Australian wine Globalization Consequences of globalization Entry modes to the market History Post merger success
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2.
2.
International Management
1.
2.
3.
3.
BRL Hardy
1.
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1. Introduction
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Responsible for the European operations Start with a globalizing strategy not only selling the parent company's wines
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The first vines in Australia were introduced by Captain Arthur Phillip in 1788
In 1969 the annual per capita wine consumption was 8.2 liters 100 liters per person and year in France and Italy
From fortified wines to table wines followed by the shift from the two-liter bag in a box to varietal bottled wines
US$360 million (3,5% of the world market) to US$2 billion (16% of the world market)
In 1995 - 27% of the Australian wine production was accounted for exports
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2. International Management
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2.1 Globalization
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2.1 Globalization
Transportation and high technologized communications formed a global village globalization becomes more and more significant The globalization is mainly influenced by four major forces and regions.
27 members, the currency is shared among 17 More than half a billion citizens
2.1 Globalization
China and the Pacific Rim
Growing influence as competitor of the U.S. and the global economy China: worlds largest population - major producer and consumer of many worlds goods
1.3 billion people Very rapid economic growth Tripled imports (last decade)
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2.1 Globalization
North and South America
Bloc of trading countries is with US$6.5 trillion output one of the worlds largest.
India with the worlds second largest population and rapid growth in the information technology sector Middle East, parts of South America, Africa
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2.1 Globalization
What is Globalization?
Globalization is a process of interaction and integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology. This process has effects on the environment, on culture, on political systems, on economic development and prosperity, and on human physical well-being in societies around the world.
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http://www.globalization101.org/What_is_Globalization.html
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Players need to constantly study the opportunities Weigh up the chances of investing overseas Every former home market, under attack of foreign direct investments (FDI)
Complexity is rising due to handling of different cultures & wide global coordination
Where costs and skills are most favorable, a product will be manufactured Soon it will be pointless if a product is from in Germany or Japan
Leads to an increasing living and efficiency standard and creates communication between cultures and people
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Mostly the first step a company takes Easiest way to serve an overseas market Due to scale economies, companies are able to avoid or reduce costs of manufacturing
Disadvantages: Exporting might be inappropriate due to lower-cost 5/6/12 solutions in other countries or locations 1717
Licensing is a sold right to allow manufacturing in another country Payments on the units, paid by the license taking company
Disadvantages:
Franchising
Mostly used by service companies like fast food chains or companies where standardization can be implemented worldwide 5/6/12 Way to maintain standards globally 1818
Advantages
Existing knowledge of the host countrys conditions Language, culture, competitive conditions, specific risks of market Risk sharing with local partner
Disadvantages
Risk to lose control over technology or knowledge due to the involvement of another company Different opinions about business decisions can raise and
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Parent company in the target country Most costly but also highest secure method Possibility to have tight control over all operations in the other country
Disadvantages
Hire local workers and managers to prevent extensive usage of expensive expatriate staff Assessments (spot qualified employees) 2020
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3. BRL Hardy
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Agenda
1.
Introduction
1.
Case Study Globalization Australian wine Globalization Consequences of globalization Entry modes to the market History
2222
2.
3.
2.
International Management
1.
2.
3.
3.
BRL Hardy
1.
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3.1 History
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Exported it to England & won in 1882 first international gold medal at Bordeaux Long tradition of exporting
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1990s
BRL was with almost 500 growers and amount of 50.000 tons of grapes called the oil refinery of the wine industry
Recession-driven market in Australia & other problems with European acquisitions losses at Hardy
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Merger in 1992
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Sales revenue Operating profit (before interest, tax) Net after tax profit Total assets Total liabilities Shareholders equity
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BRL Hardys success is influenced by the two different grown complementing companies
Hardy stood for an award winning traditional quality company with marketing expertise and brand recognition BRL known for its fortified, bulk and value wines and its grape resources.
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Concentrated on the companys culture and the management style More decentralized management approach
Delegation of small risk decisions Target stated connected to the Pareto principle:
Minority of causes or efforts normally leads to the majority of outcomes 80% of achievements from 20% of the allover time spent
Not get two things done with 100% success instead of 5/6/12 20 things done and 80% success 3232 (Koch,
Vast bulk of the profit Branded bottle sales for further growth
Two sales forces were put together by the allocation of a proven successful strategic marketer: Stephen Davies
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Resulted in stately domestic bottle market share and increasing profitability Eradication of teething problems within the operations
Focus on strengths and repositioning in the market with rationalized line and reposition with only few key brands Turnaround in Europe successful established by: Christopher Carson
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BRL Hardy was on the run to enter the market as global brand owner
Plan to centralize labeling, pricing and branding in Australia Sales, distribution and the promotion strategy in the hands of countries
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Centralized approach
Davies with his BRL export division background was supporting the idea that all labeling, pricing and branding decisions should be in the hands of the Australian home management
Decentralized approach
Carson with his Hardy marketing background had the opinion that labeling and positioning decisions should be made with key influences of the local market
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Steve Millar
Hoped that the two managers would run a constructive and healthy negotiation Instead they clashed together - resulting in a volume quadruplication BRLH UK
Stephen Davies
Concerned about the local control of branding, labeling and pricing decisions Long-term strategy to become a global player centralize key decisions
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Steve Millar
Handled their differences not directly through instructions Supported the tension with the arrangement of the managing structure The tension was promoting the growth up to 70%
Christopher Carson to Steve Millar Company had a difficult joint venture with a Chilean wine source
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Consultant began generating over 2,000 possible brand names Designer to develop labels and packaging 5/6/12 4545
Baseline 3.49 (less well known indigenous Sicilian grapes) Mid 3.99. At 4.99 (blends of indigenous & premium varietals) Top at 5.99 (blends of super-varietals)
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BRL Hardy
Would send one of its winemakers to make several wines that it would sell in Europe under the Mapocho brand Using its marketing and distribution capabilities
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Distinto line is primary low price oriented evidently by four brands in the segment from 3.49 to 3.99
Right now no product in the BRL Hardy price matrix
Important gap of BRL Hardy would be closed and the product category enriched
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Early sales were disappointing and forecasts were that the first vintage would sell only 15,000 cases against the 80,000 originally planned
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10
Hardy line
Constantly growing
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Establish a new brand beside the already existing ones would be connected with high efforts to human resources and the organizational capacity
Not expected to have the same disadvantages like the Mapocho line Real cooperation with the 135 farmers in Sicily BRL will send technical experts to enhance the value of the farmers harvest through new productive vineyard techniques and new winemaking methods Surveillance would guarantee to receive high quality fruits
Partnership and the sourcing from different regions - high quality anticipated 5/6/12 5353
Would bring more money in the best case Labor costs of the Mapocho line are lower than the Italian line
Distinto
Clear diversification and branding Quality and security as well as the savings in the transportation and currency fluctuation, the Distinto line is the better decision for the future of BRL Hardy BRL would be able to deliver a wider range of products to the retailers with higher security of demand Higher attractiveness to the retailers
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The image of Banrock Station is mainly based on the natural resources and the protection of the environment
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Strong Australian connected image of Kellys Revenge Questionable if it will have high influence on young customer target group in the U.K Bad customer reactions and the misleading branding
Banrock Station
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Both brands are targeting for the same price line as the Distinto line Bad customer reactions and misleading branding Should decide for Banrock Station because of the proven success in the other markets
Suggestion: Banrock Station gets introduced to the U.K. market on 5/6/12 6161
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?
Banrock Station
6363 Protecti
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Testing of Kellys Revenge was not successful The long term plan to become
Both, Steve Millar and Christopher Carson, should decide to test Banrock Station in the U.K. market Also a market survey would help to decide if the Hardy Stamp product still meets the customer demands or if Banrock Station should take the place of this brand 5/6/12 6666
4. Conclusion
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4. Conclusion
The approach to become a global wine company is difficult due to the differentiation of mass products towards quality single branded products The best possibility to handle this special identified industry is a mix of a decentralized and centralized organization The wine industry is dependent from differentiated sources all over the world to guarantee best possible security
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4. Conclusion
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