Brl Hardy

9-300-018 REV: OCTOBER 6, 2003 CHRISTOPHER A. BARTLETT BRL Hardy: Globalizing an Australian Wine Company In January 1998, Christopher Carson smiled as he reviewed the Nielsen market survey results that showed Hardy was the top-selling Australian wine-colored brand in Great Britain and held the overall number ii position (to Gallo) among all wine brands sold in Britains off-trade (retailers, excluding hotels and restaurants). As managing director of BRL Hardy atomic number 63, Carson felt proud of this consummation that reflected a 10-fold increase in volume since his first year with Hardy in 1991. But his mental celebration was short-lived. In front of him were two files, each involving major decisions that would not nevertheless shape the future success of the company in Europe but also have major implications for BRL Hardys overall international strategy: ! The first file contained exposit of the proposed launch of Distinto, a naked as a jaybird line of Italian wines developed in collaboration with a Sicilian winery. Carson and his U.K. group were deeply committed to this project, but several questions had been raised by Australian management.

Not least was their concern ab turn up Mapocho, another(prenominal) joint-venture sourcing agreement Carson had initiated that was now struggling to correct a dissatisfactory market launch and deteriorating relations with the Chilean sourcing partner. The second recurrence he had to decide concerned two competing proposals for a new entry-level Australian wine. His U.K.-based management had developed considerable commitment to Kellys Revenge, a brand they had created specifically in response to a U.K. market opportunity. But the provoke company was promoting Banrock Station, a fruit it had launched successfully in Australia which it now wanted to roll out as a global brand at the equivalent price point. ! Watching over these developments was Steve Millar, managing director of the South Australiabased parent company that had experienced a period of extraordinary growth, overdue in... If you want to get a full essay, order it on our website: Ordercustompaper.com

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