大综合考试文档格式.docx

大综合考试文档格式.docx

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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：

Q1：

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”。

Istheminimumpricelimitspecifiedby