大综合考试.docx

大综合考试.docx

《大综合考试.docx》由会员分享，可在线阅读，更多相关《大综合考试.docx（6页珍藏版）》请在冰豆网上搜索。

大综合考试

NewlycompiledonNovember23,2020

大综合考试

Section1:

Q1:

1a.Albahaschosentofocusexclusivelyonthepremiumspiritsmarketratherthanprovidinglesssuperiorbrands.

Albafocusonthreebenefitsofpremiumspiritsfirstlyiseasiertobuildbrandidentity.Secondlygainmoreprofits.Thirdlyishelpfultoachievegoals.

Onlyfocusonpremiumpeoplehavethepotentialtocreateabrandidentityandawareness.Alba'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:

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.

thegovernmentissuccessfulinintroducingaminimumretailsalespriceforalcoholintheUKinordertoreduceconsumption,whatimpactwouldthispolicylikelyhaveonthesupplyofalcoholicdrinks

Minimumlimit,alsoknownas"protectiveprice".