大综合考试Word下载.docx
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sproductsarepremiumproducts.Albaallowsbuyerstohavecognitivedifferentiatedproductsasasymboltoreflecttheirsocialclassandsocialstatus,whichhelpsproductpositioning.Getmoreprofit.Alba'
sproductsarehighprofitmarginsforluxurygoods.Thepricetheyselliscertainlymuchhigherthanitscost.ThisprovesthatAlba'
searningsarehuge.
Albafocusedontheexcellenceofthebrandspiritistheeffectivenessandimplementationoftheobjectives.Itmakesstafftrainingmoreconcentrated,sothatthegoalcanberealizedmoreclearly.Employeesareonlyconcernedabouttheircontribution,givefullplaytotheirskillsandenthusiasmforthework.
Albafocusontwodisadvantagesofpremiumspiritsaresufferhighrisksanddismisssomeopportunities.Albatopremiumproductswithhighrisktoenterthemarket.Albaonlyacommodityratherthanadifferentkindofgoodsagainstthespreadofrisk.Ifapolicyaimedatapremium,Albawilltakeallthenegativeeffects,itwillnotgetanyprofit.Inthiscase,inRussiaandTurkey,therearerestrictionsontheadvertisingofhigh-endliquor.ThispolicywillreduceAlba'
spersonalbrandawarenessaswellasthedeclineinAlba'
sprofits.
AnotherisAlbaveryprofessionalpremiumspiritsmaylosetheopportunity.Somecustomersaremorewillingtobuyordinaryspirits,premiumspiritisasmallnumberofpeople'
schoice.Albawassofocusedanddidnotconsiderthepeopleofallwalksoflife.Albamaysacrificesomeopportunitiesinthisrespect.
1b.AnalyzepotentialconflictsthatAlbamayencounterwhenco-ordinatinggrowthwithitscorporatesocialresponsibilitycommitments.
Thefirstpointistheconflictofthesenseofsocialresponsibilityandbusiness.Marketingandpromotionwaybysocialresponsibilityconstraints.Nottounderagepropaganda,sponsor,withoutauthorizationarehersenseofsocialresponsibilitycommitment.Inthecasethecompanyoperatesanoperatesanapprovedincentiveandsavingschemethatencouragesemployeestoparticipateinshareownership.Theschemepermitsemployeestoretaintheirshareholdingafterretirement.
Thesecondpointisthatthemarketeconomysystemisnotperfect.Consumersandenterprisesneedtodeepenunderstanding.Atthesametime,theenterpriseisstillinthelowendoftheinternationalmanufacturingindustrychain,lackofinnovationability,lowprofitmargins.Albabelievesthatitsbrandgrowthcannotbecentredonadvertisingandbillboards,butbelievesinpromotingitsbrandsthroughprovidingtrainingandsupporttobarswhocanimpactknowledgeonthehistoryandcultureofitsproducts.
Thethirdpointistheconflictbetweenthethinkingmodeofenterprisecultureandthewayofcommunication.Ofdifferentethnicgroupslivinginthespecialnaturalandgeographicalenvironment,formingarespectivehistoricalbackgroundandculturalenvironment,alsoformedtheirownmodeofthinking,andinturncontinuetoinfluence,toformaspecificculturalconnotationandelements.Thelanguageoftheworldisdifferent,eventhesamelanguage,differenttranslationmethodswillhaveaverybigdifference,thedifferencebetweenthelanguageofinternationalmarketingenterprisestoovercometheprimaryobstacle.AlbahasitsheadquartersinEdinburghandemploys1,000workersinScotland;
howeverduetoitsinternationaloperations,over55%ofitsemployeesarebasedoverseas.
Q2:
2a.AssessthestrengthsandweaknessesofAlba’sexportstrategy.
Indirectexportenterprisescanobtainthefollowingbenefits:
First,theuseofforeignexportersoragentsofforeignchannelsandexportexperience,quicklyopentheinternationalmarket;
Second,donothavetoaddexportagenciesandpersonnel,tosavethecostofdirectchannels;
Third,reducethefinancialburdenandreducetherisk.
Forbusinesses,indirectexportsalsohavedisadvantages:
First,theflowofproductsandpricecontrolislow,andevencannotbecontrolled;
Second,itisdifficulttoquicklygrasptheinternationalmarketinformation,whichisnotconducivetoimprovingtheadaptabilityandcompetitivenessoftheinternationalmarket;
Third,cannotgetthedirectexperienceoftransnationalmarketing;
fourth,itisdifficulttoestablishtheirownreputationintheinternationalmarket.
InthecaseAlba’scorebusinessisinitsexportmarketsandthereforefinancialresultsaregreatlyimpactedbyprevailingcurrencyrates.Albamanagesexchangerateriskthroughhedging.(Hedginginvolvesthereductionofriskthatrisesfromfuturemovementsinanexchangerate.Managementgenerallyhedgesforadversemovementsonly,forexamplehighercostsandreducedincome).
2b.Albautilizesseveral’routetomarket’strategiestodistributeitsproducts,includingdirectroutesandjointventures.Analysethepotentialbenefitsanddrawbacksofsuchstrategies.
Albaentersthemarketusingdirectexportandjointventurestrategydistributionproducts.
Theadvantageofdirectexporttotheenterpriseisthatitcangraspthetrendofforeignmarketmorequickly,soastoimprovetheproductsandimprovetheadaptabilityandcompetitivenessoftheproductstotheinternationalmarket.
Thedisadvantageofthedirectexporttotheenterpriseisthatitincreasestheburdenofcapitalturnoverandincreasestherisk.Inthecase,intheUSA,thelargestpremiumspiritsmarketintheworld,Albanowcontrolsitssalesandmarketingdirectly.IthasalsobroadeneditscoveragewithintheUnitedSates,openingregionalofficesinChicago,OrangeCountryandMiami.SouthEastAsiaoffersexcellentprospectsforgrowthasaresultofincreasingmiddleclassconsumersandfastgrowingeconomies.
Advantagesofjointventuretolearnandadapttothelocalobjectiveenvironment,betterunderstandingofthehostcountry'
seconomic,political,social,culturalandotherconditions,helpinvestorstomaketherightdecisions.
Jointventuredisadvantageduetodifferencesbetweenthetwosidesofthebusinessobjectivesandideas.Intermsofmarketintentionsandsalesintentionsmaydifferinthelengthoftheinterestsofdifferentinvestorsmaybedifficulttounify.Inthecase,SouthEastAsia’smajorcountriesareattractingarecordlevelofforeigninvestmentandareexpectedtoovertakeChinainthenextfewyears.Onereasonforthisisthat,astheemergingmiddle-classconsumerstravelmoreandbecomemoreknowledgeableaboutdifferentcultures.
Section2:
1a.Withtheaidofasuitablediagram,evaluatehowabanonalcoholadvertisinginRussiaandTurkeycouldadverselyimpactontheglobalperformanceofacompanylikeAlba.
Therearemanyelementscaneffectdemand,suchasprice,customersbehavior,income,governmentpolicies,advertisingandsoon.
InRussiaandTurkey,someoftherestrictionsonpremiumspiritsadsleadtoademandcurvetoturnleft,whichmeansthatthespiritualdemandforexcellencewillbereduced.Lackofawarenessofthepackagingbrandwiththeeffectofadvertising.Ifthishappens,intheshortterm,thesupplywillexceedthedemand,theleftshiftcurvesothatfromYtoZthebalancepoint,thepricewillfall,Zasanewequilibriumpoint,withlesspriceandquantity.Totalincomeisequaltothepricetimesthequantity.ComparedwithY,thenewtotalrevenuewillbereduced,becauseit'
spriceandquantityarelessthanbefore.
Inthiscase,thelimitationonadvertisingbothinTurkeyandRussialeadtothedownwardondemandalsothetotalrevenuepresentsasimilartrendinternationalmarket.
1b.Consumers’realincomeswillhaveanimportonthedemandforAlba’sproducts.Usingtheconceptof
‘incomeelasticityofdemand’,EvaluatethepotentialimpactsthatthismayhaveonAlba.
Incomeelasticityofdemandmeansproportionatechangeinthedemandforagoodinresponsetoachangeinincome.Itisreflectedinhowpeoplechangetheirconsumptionhabitswithchangesintheirincomelevels.Inagrowingeconomy(whereincomelevelsarerising)goodswhosedemandishighlyincome-dependentwillsellmorethanthegoodswhosedemandisnotincome-dependent.
Ey=%△Q/%△Y(Q:
Quantity;
Y:
Income).
Therearetwomainkindsofsituations:
thedemandofthenegativeelasticityofincomeandpoorqualityofgoods;
demandiselasticandnormalcommodityrelated;
incomewillleadtoincreaseddemand.Ifthedemandforacommodityelasticityofincomeislessthan1,itisordinarygood.Iftheelasticityofdemandisgreaterthan1,itisluxurygood.
Inthiscase,Albabenefitfromandotherpremiumbrandstopromotecooperationandjointlypromotetheluxurybrandtoadapttoconsumerdiversification.Aswomencontinuetogrowinmaterialwealth,demandwillrisesharply.Onthecontrary,ifthecustomer'
sincomeisreduced,thedemandforecastwillbegreatlydecreased.Thosenormalgoodswithoutbrandawareness,customersarelikelytocontinuetochooseAlba’sproducts.
Inaddition,whenincomerises,demandwillrise.However,ifthemarketissaturated,evenifrevenueisrising,demandislimited,becauseotherprojectswillchangeinthemarket.
1c.IfthegovernmentissuccessfulinintroducingaminimumretailsalespriceforalcoholintheUKinordertoreduceconsumption,whatimpactwouldthispolicylikelyhaveonthesupplyofalcoholicdrinks?
Minimumlimit,alsoknownas"
protectiveprice"
.Istheminimumpricelimitspecifie