Term Paper on "Brl Hardy: Globalizing an Australian"
Term Paper 5 pages (1904 words) Sources: 5
[EXCERPT] . . . .
It also ensure the company will be seen as a leader in corporate social responsibility (CSR) (Simone, Remaud, 2013) which is a critical buying criterion for many wine consumers today (Bruwer, Saliba, Miller, 2011).Conclusion
The case BRL Hardy: Globalizing an Australian Wine Company (Bartlett, 2003) illustrates the paradox of global branding, marketing and sales execution when acquired companies have had initial success with regional autonomy relative to corporate dependence and control. The case study's specifics are accentuated by the consolidating nature of the industry's value chain both in Australia and globally, the emergence of an oligopolistic market and a gradual shift in balance of power to global brands due to their economies of scale, supply chain, sales and marketing efficiencies. Countering these strengths are the need for having insights into the nuances that make regional wines successful (Felzensztein, Deans, 2013). Wine consumers are also increasingly expecting more, and want wines that reflect their own preferences and wants, more than just meeting the basic requirements of taste and texture. All of these elements combined together make the competitive and market dynamics for BRLH exceptionally challenging, further forcing the conflict of regional autonomy vs. centralized dependence and control. CEO Millar will need to evolve into a more transformational leader and have greater situational insight to lead, and the dual reporting structure for Christopher Carson will continue to create confusion until he is given more autonomy in a corporate culture that during the time period of the case study valued building a global band at times at the expense of region
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References
Bartlett, Christopher A., BRL Hardy: Globalizing an Australian Wine Company. Harvard Business Review Press. Case ID 9-300-018. (In possession of the author)
Bruwer, J., Saliba, A., & Miller, B. (2011). Consumer behaviour and sensory preference differences: Implications for wine product marketing. The Journal of Consumer Marketing, 28(1), 5-18.
Edwards, F. (1989). The marketing of wine from small wineries: Managing the intangibles. International Marketing Review, 6(2), 14.
Felzensztein, C., & Deans, K.R. (2013). Marketing practices in wine clusters: Insights from Chile. The Journal of Business & Industrial Marketing, 28(4), 357-367.
Quinton, S., & Harridge-March, S. (2003). Strategic interactive marketing of wine - a case of evolution. Marketing Intelligence & Planning, 21(6), 357-362.
Simone, M.L., &… READ MORE
Quoted Instructions for "Brl Hardy: Globalizing an Australian" Assignment:
“Give an overview of the case study.
Main Body
How do you account for BRL Hardy*****s remarkable post-merger success?
What is the source of the tension between Stephen Davies and Christopher Carson? How effectively has Steve Millar handled their differences?How to handle the difference?
Should Millar approve Carson*****s proposal to launch D*****ist into? Why/Why not?
Conclusion
What recommendation would you make to the organization concerning the conflicting proposals for Kelly*****s Revenge and Bandrock Station? What would you decide to do as Cason? As Millar? *****
How to Reference "Brl Hardy: Globalizing an Australian" Term Paper in a Bibliography
“Brl Hardy: Globalizing an Australian.” A1-TermPaper.com, 2013, https://www.a1-termpaper.com/topics/essay/brl-hardy-globalizing-australian-wine/6682541. Accessed 29 Jun 2024.
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