BRL Hardy Globalizing an Australian Wine Company .pdf

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1、FortheexclusiveuseofC.LEE9-300-018REV:OCTOBER6,2003CHRISTOPHERA.BARTLETTBRLHardy:GlobalizinganAustralianWineCompanyInJanuary1998,ChristopherCarsonsmiledashereviewedtheNielsenmarketsurveyresultsthatshowedHardywasthetop-sellingAustralianwinebrandinGreatBritainandheldtheoverallnumbertwopositi

2、on(toGallo)amongallwinebrandssoldinBritain’soff-trade(retailers,excludinghotelsandrestaurants).AsmanagingdirectorofBRLHardyEurope,Carsonfeltproudofthisachievementthatreflecteda10-foldincreaseinvolumesincehisfirstyearwithHardyin1991.Buthismentalcelebrationwasshort-lived.Infrontofhimweretwof

3、iles,eachinvolvingmajordecisionsthatwouldnotonlyshapethefuturesuccessofthecompanyinEuropebutalsohavemajorimplicationsforBRLHardy’soverallinternationalstrategy:•ThefirstfilecontaineddetailsoftheproposedlaunchofD’istinto,anewlineofItalianwinesdevelopedincollaborationwithaSicilianwinery.Carso

4、nandhisU.K.teamweredeeplycommittedtothisproject,butseveralquestionshadbeenraisedbyAustralianmanagement.NotleastwastheirconcernaboutMapocho,anotherjoint-venturesourcingagreementCarsonhadinitiatedthatwasnowstrugglingtocorrectadisappointingmarketlaunchanddeterioratingrelationswiththeChileanso

5、urcingpartner.•Thesecondissuehehadtodecideconcernedtwocompetingproposalsforanewentry-levelAustralianwine.HisU.K.-basedmanagementhaddevelopedconsiderablecommitmenttoKelly’sRevenge,abrandtheyhadcreatedspecificallyinresponsetoaU.K.marketopportunity.ButtheparentcompanywaspromotingBanrockStatio

6、n,aproductithadlaunchedsuccessfullyinAustraliawhichitnowwantedtorolloutasaglobalbrandatthesamepricepoint.WatchingoverthesedevelopmentswasSteveMillar,managingdirectoroftheSouthAustralia-basedparentcompanythathadexperiencedaperiodofextraordinarygrowth,dueinlargeparttoBRLHardy’ssuccessfulover

7、seasexpansion(Exhibit1).Agreatbelieverindecentralizedresponsi-bility,hewantedCarsontobedeeplyinvolvedinthedecisions.ButhealsowantedtoensurethattheEuropeanunit’sactionsfitwiththecompany’sboldnewstrategytobecomeoneoftheworld’sfirsttrulyglobalwinecompanies.Neithe