...International Business & Economics Research Journal Volume 2, Number 9 The Changing Structure Of The Global Wine Industry Michael A. Roberto (E-mail: mroberto@hbs.edu), Harvard Business School Abstract This paper examines the distinctive economic structures that exist in the wine industry in various regions of the world, and it identifies the critical forces driving changes in the structure of this industry. The paper accomplishes these objectives by applying concepts from industrial organization economics, agency theory, and the field of competitive strategy. T he economic structure of an industry affects the intensity of competition and the average profitability of firms in a particular market.1 While strategy scholars have debated the extent to which industry structure explains differences in firm profitability, virtually no one disputes the idea that structural forces have a sizeable impact.2 More recently, researchers have demonstrated that industries exhibit substantial structural differences across various geographic markets around the world. These structural differences are driven by institutional heterogeneity and contrasting patterns of historical development. 3 Over time, the structure of a global industry can change dramatically. In particular, many industries have experienced consolidation in recent years. Industry consolidation raises several important questions for scholars and practitioners. First, why do these structural shifts take place? Second...
Words: 7130 - Pages: 29
...Background Company mission statement and information Financial Macro environmental factors………………………………………………………………..4 Social and culture Demographics Economics Technological Political SWOT Analysis………………………………………………………………………………………6 Strengths Weaknesses Opportunities Threats Marketing Planning……………………………………………………………………………….7 Marketing Objectives Marketing research Target Markets………………………………………………………………………………………8 Measurement………………………………………………………………………………………..8 Implementation……………………………………………………………………………………..9 Messaging Packaging Distribution Control Branding and Positioning Marketing Mix……………………………………………………………………………………….11 Product Price Place Promotion References………………………………………………………………………………………………12 Executive Summary and Introduction Our vision at Anheuser-Busch is to add to life’s enjoyment through our products, relationships and services. With our Mission being to be the best beer company in the world, while still enrich and entertaining. We also wish to give amazing results to the shareholders and the community. We try to bring to life our dream to be the best beer company in the world. Our goal is to connect our efforts to a collective responsibility we share with our employees, consumers, wholesalers, retailers, law enforcement, elected officials, educators and other partners. After all, these are our roads, our kids, our neighborhoods and this is our Earth; and it is our obligation to work together to help support our communities...
Words: 2068 - Pages: 9
...entitled “Reefer Madness” which portrayed marijuana use in an extremely negative view as a mind altering psychological changing drug that is highly addictive. In 1937, the Marijuana Tax Act taxed everyone, including doctors who legally dealt in marijuana. (www.deathandtaxesmag.com). In the decades that followed, especially the 1960’s and 1970’s the people’s experimentation with marijuana has exponentially increased. According to the Office of National Drug Control Policy, “marijuana is the most commonly used illicit drug in the United States. In 2011, 18.1 million Americans aged 12 and older (7.0 percent) reported using the drug.” (Office of the National Drug Control Policy). Compare this statistic, “to the 10.4 million young people between the ages of 12 and 20 who drank more than just a few sips of alcohol.” (National Institute on Alochol Abuse and Alcohlism). While the question of this paper is not the underage usage of alcohol or marijuana, in all the research that topic keeps being brought up. This focus of this paper is on the adult use (over the age of consent) of marijuana used to treatment medical necessity, not recreational use. Marijuana is considered a Schedule I drug as defined by the Drug Enforcement Agency (DEA). According to the DEA website; drugs, substances, and chemicals are classified into five categories, or schedules. A drug classified as a schedule I drug has no accepted medical use and has a high potential for abuse. (DEA/Drug Scheduling). Along with marijuana...
Words: 1352 - Pages: 6
...Selling Beer in Spain George A. Murray MG352 International Business July 16, 2010 Abstract This paper explores the possibility of Red Drive Brewery expanding its operations into an overseas market. The country of Spain has been identified as the initial target market for Red Drive’s expansion. Research into this plan has been accomplished using the internet and the Business Source Premier database (BSP). Some of the areas explored in this paper deal with the economics of doing business in Spain, the attitudes of people in Europe generally and Spain in particular toward adult beverages, and an analysis of the overall market for adult beverages complete with specific information concerning beer. Facts and figures are used in an effort to validate a decision rendered as to whether or not to pursue the expansion of Red Drive Brewery operations in overseas markets. Keywords: Alcohol market in Spain, economy of Spain Selling Beer in Spain Spain is located in the extreme southwest portion of Europe. The country shares a border with France to its northeast and Portugal to its west, is bounded by Bay of Biscay to the north, and the Mediterranean Sea to the east and south (See Figure 1). In 1975, the government of Spain moved from a dictatorship to a democracy and began to experience an economy which was both dynamic and rapid in growth [ (CIA - The World Factbook, 2010) ]. The economy of Spain began a period of recession in 2008 with the collapse of its housing market...
Words: 1741 - Pages: 7
...Abstract This paper aims to evaluate the marketing planning process for the case of Smirnoff Ice as a top selling Diageo’s brand at the Serbian marketplace. After a brief Company profile description and its business environment, the article proceeds to discuss and evaluate steps for a full analysis of the strategic marketing planning process assessing its importance with all related assumptions. Using the material collected after comprehensive research of the Smirnoff Ice market place and assessing the Smirnoff Ice Marketing Plan, the writer of this article tried to provide answers to the questions like: why is the marketing planning process an important tissue, who makes the strategic marketing decisions, what information are used in the strategic planning process, who sets objectives and marketing mix strategies etc. Finally, the paper offers the conclusions and recommendations by summarizing the article findings, highlighting most important topics discussed. Key words: marketing plan, marketing planning process, Smirnoff Ice, marketing mix : 1. Introduction Planning is an important process which exceeds its basic role as the tool for the business decision making. According to Drucker (1955), planning is concerned with development of strategies based on an organization’s assessment of the marketplace and perceptions of managerial expectations and organizational capability. Marketing planning is an essential management process as it affects every aspect of organizational...
Words: 3698 - Pages: 15
...III. Marketing, Operations, and Human Resources a. Marketing Strategies b. Pricing Strategies c. Global operations, and supply chain d. Compensation and appraisal system e. Employe\\e culture, employee relations, and practices IV. Conclusion a. Thoughts about the project b. How it effects professionals careers c. Thoughts of working individually than in a team. The story of this famous beer dates before any of us where even thought about. This here is a story of raw entreprenuership destined for a family to create. It starts with Adolpus Busch, who as a boy spent his childhood developing skills of winery and brewing since he is the son of a brewer. In 1857, Adolphus cam to the states bringing along his newly developed talents that would began a change in a way that Americans see beer. Aldophus began to work for his father-in-law brewing company E. Anheuser& Co. He soon became a partner in the company, establishing the Anheuser-Busch Co. By adapting to Americans love for robust dark ales and lighter Bavarian style lagers,...
Words: 1976 - Pages: 8
...by the conditions of heightened competition, globalisation, advancements in communications and information technologies, economic recession and simultaneously search for excellence, so the desire to take up change initiatives has interested the majority of leading organisations. At the same time, however, the analysis of the prospects for the majority of change management tools reveals so many deep-seated barriers to change with the consequence of little success in practice. This paper explores this apparent contradiction, arguing that, despite a heightened interest in the take-up of change initiatives, very few change programmes produce an improvement in bottom-line, exceed the company’s cost of capital, or even improve service delivery. It also offers an explanation of why this is the case. To provide empirical verification for this, the paper presents the results of 4 case studies conducted at public sector organisations in the UK. The findings continue to point to the ineffective nature of the top management’s contribution to managing organisational change programmes. Finally, using the case evidence, combined...
Words: 14539 - Pages: 59
... In the face of changing beverage consumption, advertising restrictions, and a blurring of its positioning among self-owned and competing beverage labels, Heineken’s marketers decided to use the company’s strong brand equity to expand into adjacent markets and provide consumers with new ways to interact with the brand. The research paper will look at ways Heineken International has grasped the sales and marketing concept, with production, competitive pricing, target marketing and market segmentation. Heineken Market Analysis: Company- Beers and Lagers, that’s what Heineken specializes in. Founded in 1864 by Gerald Adrian Heineken, it’s a Dutch based company that now owns over 125 brewers in more than 70 countries. It brews and sells more than 170 international premium, regional local and specialty beers, including Tiger Beer, Zagorka, Star, Starbrno and Heineken Pilsner. It was after World War 1 , that the company focused more and more on export. three days after Prohibition ended in the United States, the first Heineken shipment landed as the first legal shipment of beer. Since then Heineken has remained one of the most successful imported beers brands in the U.S. In 1869 Heineken started to use bottom- fermenting yeast, this is what makes Heineken different....
Words: 2610 - Pages: 11
...represent an inefficient dichotomy and integrating elements of both into any change initiative has been proposed. The dichotomy in a Theory E approach, incorporating practices driven by an economic imperative and a Theory O approach, incorporating practices for improving organizational capability are questioned by this research. By comparing the integrated model identified by Beer and Nohria (2000) with 18 other change management approaches, the limitations of their model are exposed. Considerable similarities are observed between change management models and this leads to the conclusion that a more comprehensive integrated model should be developed and tested. This includes the importance of identifying the context for change as a prerequisite to change design. Initial research validated the use of an extended list of critical success factors, the utility of a new model for initiating change and reinforced the importance of a contingency paradigm. KEY WORDS : Change, change management, integrated change, business transformation Introduction In the first part of this research ‘Challenging the Code of Change: Part 1. Praxis does not make Perfect’, a comparative review of Beer and Nohria’s (2000) Theory E and Theory O integration thesis led to the conclusion that their model required further development with the following rationale. 1. The limitations identified in the integrated Theory E/Theory O model. Correspondence Address: Nigel Leppitt, Director-Haldane Associates, 14 Carlisle...
Words: 8380 - Pages: 34
...Prepared for the Handbook of Health Economics, Joseph P. Newhouse and Anthony Culyer, editors. Thanks to Michael Grossman, Will Manning, and Harri Sintonen for their very helpful comments. All errors remain the authors’. Abstract Excess drinking is associated with lost productivity, accidents, disability, early death, crime, neglect of family responsibilities, and personality deterioration. These and related concerns have justified special restrictions on alcoholic-beverage commerce and consumption. The nature and extent of government involvement in this arena vary widely over time and place, and are often controversial. Economists have contributed to the evaluation of alcohol policy through empirical work on the effects of alcohol-control measures on consumption and its consequences. Economics has also provided an accounting framework for defining and comparing costs and benefits of interventions, including excise taxes. Outside of the policy arena, economists have analyzed alcohol consumption in the context of stretching the standard model of consumer choice to include intertemporal effects and social influence. Nonetheless, perhaps the most important contribution by economists has been the repeated demonstration that there is nothing unusual about alcohol in at least one essential respect: consumers drink less ethanol (and have fewer alcohol-related problems) when alcohol-beverage prices are increased. Important econometric challenges remain, including the search for a...
Words: 21217 - Pages: 85
...encouraging, boosting and helping copyright infringement. In some companies, file sharing services are provided to generate business revenue stream and sometimes these services are illegal and still used to advertise “clue chips brand”, (Andersen, B, 2010). So far there is enough potential for the business to be made, file sharing will sustain its existence in the global internet market. This papers focuses on the legal and social issues brought up by peer-to-peer sharing of files and copyrighted information on the websites. Companies argue that limitation against file sharing will pause the technology innovation. On the other side, it is certain that file sharing may break IP protections that Pirate bay knowingly exploits these protections. Research shows that the music industry has justification to shut down peer to peer file sharing which reduces the amount of file sharing but for the short term. As per the opinion of legal team, Pirate Bay is not a sustainable business and the paper focuses on the legal and social issues of illegal file sharing by Pirate Bay. This papers talks about both issues in order to give justification of the pirates bay case study framework....
Words: 1558 - Pages: 7
...An institutional analysis of the beer market | Written by: Frank Bloemhof Student number: 294673 International Business School, Hanze University of Applied Sciences, Groningen Lecturer: Arnd Mehrtens Written by: Frank Bloemhof Student number: 294673 International Business School, Hanze University of Applied Sciences, Groningen Lecturer: Arnd Mehrtens | | | Date: 29 January 2015 Word count: 8,925 Abstract The global beer industry - An Analysis of opportunities and risks in light of its institutional characteristics, as exemplified in part by Heineken. In this report you will read about a novel concept in economics called the Three Pillar Model, with a particular focus on the pillar of entities. After a general introduction, specific information about the beer market will be given. This is followed by a short analysis of the company Heineken NV, a Dutch beer brewer operating in over 170 countries worldwide. To end the report a conclusion will be given. This is followed by, which will include among other things the recommendation to create a strong bond with the consumer. In the very end you will find a list of all the sources that were used to write this report. Contents Abstract 1 Introduction 3 1. Literature review 4 1.1 Three pillar model 4 1.2 Theories 4 1.2.1 Neoclassical economics 5 1.2.2 Institutional economics 6 1.2.3 Behavioural economics 8 1.3 Entities 10 1.3.1 Institutions 10 1.3.2 Organizations 10 1.3.3 Individual...
Words: 9219 - Pages: 37
...2011 Business Plan B.O.S.S. Brewers – Brew On Site Specialists Retail Brewers Supply Company GM600 – Capstone Instructor – Rich Ottum June 18. 2011 Management Team Charles, Mills, Todd Powell DeAdria Walton, Julie Weglewski Daniel Zimbardi B.O.S.S. BREWERS BUSINESS PLAN Table of Contents June 18, 2011 Executive Summary................................................................................................................. 4 Overview............................................................................................................................. 4 Vision and Mission .............................................................................................................. 4 Marketing P lan .................................................................................................................... 4 Operations Plan ................................................................................................................... 4 Financial Plan ...................................................................................................................... 5 Marketing P lan ........................................................................................................................ 8 Marketing Opportunity ........................................................................................................ 8 Service Description.........................................................................................
Words: 13887 - Pages: 56
...the need to have operations across various states and also brand salience. While whiskey demand has been gradually declining in the western markets, the demand is rising in India and Asian countries. As per preliminary estimates from International Wine and Spirits Record, the sale of premium whisky has grown to 19.5% in 2010, beating the overall growth of the domestic liquor market by over 3%. This coupled with rising disposable income in the region has made India and other Asian countries an attractive market for MNCs with strong whiskey brands, leading to stiff competition between domestic companies like United Spirits, Radico Khaitan and Allied Blenders & Distillers and foreign manufacturers Diageo, Pernod Ricard and Bacardi for the top position. Royal Stag: Introduction Royal Stag is an Indian-made foreign liquor. It is a blended whisky and is a blend of imported Scotch Malts and selected Indian Grain Sprits. Seagram’s markets it in India. It is produced in several distilleries, some are company-owned and others bottler-owned. One of the key reasons for the brand’s success is its quality that is always same. Seagram has launched this brand especially for Indian market and it’s a big hit. Royal Stag is the leading whisky in the Indian market. It is placed in prestige category and priced to target the common man. As per their website it enjoys 27% of Indian market. Reasons behind its fast growth are Price and Quality. It is a Herculean task to match its price and quality...
Words: 3064 - Pages: 13
...The TQM Magazine Emerald Article: A new framework for managing change J.S. Oakland, S.J. Tanner Article information: To cite this document: J.S. Oakland, S.J. Tanner, (2007),"A new framework for managing change", The TQM Magazine, Vol. 19 Iss: 6 pp. 572 - 589 Permanent link to this document: http://dx.doi.org/10.1108/09544780710828421 Downloaded on: 16-08-2012 References: This document contains references to 20 other documents Citations: This document has been cited by 10 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 12014 times since 2007. * Users who downloaded this Article also downloaded: * François Des Rosiers, Jean Dubé, Marius Thériault, (2011),"Do peer effects shape property values?", Journal of Property Investment & Finance, Vol. 29 Iss: 4 pp. 510 - 528 http://dx.doi.org/10.1108/14635781111150376 Hui Chen, Miguel Baptista Nunes, Lihong Zhou, Guo Chao Peng, (2011),"Expanding the concept of requirements traceability: The role of electronic records management in gathering evidence of crucial communications and negotiations", Aslib Proceedings, Vol. 63 Iss: 2 pp. 168 - 187 http://dx.doi.org/10.1108/00012531111135646 Charles Inskip, Andy MacFarlane, Pauline Rafferty, (2010),"Organising music for movies", Aslib Proceedings, Vol. 62 Iss: 4 pp. 489 - 501 http://dx.doi.org/10.1108/00012531011074726 Access to this document was granted through an Emerald subscription provided by UNIVERSITY OF MANCHESTER For Authors:...
Words: 7152 - Pages: 29
