大综合考试.docx
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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.
1c。
IfthegovernmentissuccessfulinintroducingaminimumretailsalespriceforalcoholintheUKinordertoreduceconsumption,whatimpactwouldthispolicylikelyhaveonthesupplyofalcoholicdrinks?
Minimumlimit,alsoknownas"protectiveprice”。
Istheminimumpricelimitspecifiedby