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BRL Hardy: Globalizing an Australian Wine Company

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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Bartlett - BRL Hardy: Globalizing an Australian Wine Company

1. Introduction

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1.1 Case Study

BRL Hardy: Globalizing an Australian Wine Company Focuses on

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Two product launch decisions of BRL Hardy, Europe

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The managing director of BRL Hardy Europe

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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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1.2 Australian wine

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The first vines in Australia were introduced by Captain Arthur Phillip in 1788

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In 1969 the annual per capita wine consumption was 8.2 liters 100 liters per person and year in France and Italy

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25 year transformation of the wine industry

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From fortified wines to table wines followed by the shift from the two-liter “bag in a box” to varietal bottled wines

 Consumption reached 18.5 liters per person in the 5/6/12 mid-1990s. 55

1.2 Australian wine

Number two in Australia was BRL Hardy Ltd.

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Expected that Australian wine would become a trend

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Exports of Australia had potential to increase until 2025 from

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US$360 million (3,5% of the world market) to US$2 billion (16% of the world market)

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In 1995 - 27% of the Australian wine production was accounted for exports

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Only with a share of 2.5% of the world wine production by value

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Batemann and Snell 2010: Management Chapter six

2. International Management

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Batemann and Snell 2010: Management Chapter six

2.1 Globalization...