大综合考试Word下载.docx

1、s products are premium products. Alba allows buyers to have cognitive differentiated products as a symbol to reflect their social class and social status, which helps product positioning. Get more profit. Albas products are high profit margins for luxury goods. The price they sell is certainly much

2、higher than its cost. This proves that Albas earnings are huge.Alba focused on the excellence of the brand spirit is the effectiveness and implementation of the objectives. It makes staff training more concentrated, so that the goal can be realized more clearly. Employees are only concerned about th

3、eir contribution, give full play to their skills and enthusiasm for the work.Alba focus on two disadvantages of premium spirits are suffer high risks and dismiss some opportunities. Alba to premium products with high risk to enter the market. Alba only a commodity rather than a different kind of goo

4、ds against the spread of risk. If a policy aimed at a premium, Alba will take all the negative effects, it will not get any profit. In this case, in Russia and Turkey, there are restrictions on the advertising of high-end liquor. This policy will reduce Albas personal brand awareness as well as the

5、decline in Albas profits.Another is Alba very professional premium spirits may lose the opportunity. Some customers are more willing to buy ordinary spirits, premium spirit is a small number of peoples choice. Alba was so focused and did not consider the people of all walks of life. Alba may sacrifi

6、ce some opportunities in this respect.1b. Analyze potential conflicts that Alba may encounter when co-ordinating growth with its corporate social responsibility commitments.The first point is the conflict of the sense of social responsibility and business. Marketing and promotion way by social respo

7、nsibility constraints. Not to underage propaganda, sponsor, without authorization are her sense of social responsibility commitment. In the case the company operates an operates an approved incentive and saving scheme that encourages employees to participate in share ownership. The scheme permits em

8、ployees to retain their shareholding after retirement.The second point is that the market economy system is not perfect. Consumers and enterprises need to deepen understanding. At the same time, the enterprise is still in the low end of the international manufacturing industry chain, lack of innovat

9、ion ability, low profit margins. Alba believes that its brand growth cannot be centred on advertising and billboards, but believes in promoting its brands through providing training and support to bars who can impact knowledge on the history and culture of its products.The third point is the conflic

10、t between the thinking mode of enterprise culture and the way of communication. Of different ethnic groups living in the special natural and geographical environment, forming a respective historical background and cultural environment, also formed their own mode of thinking, and in turn continue to

11、influence, to form a specific cultural connotation and elements. The language of the world is different, even the same language, different translation methods will have a very big difference, the difference between the language of international marketing enterprises to overcome the primary obstacle.

12、 Alba has its headquarters in Edinburgh and employs 1,000 workers in Scotland; however due to its international operations, over 55% of its employees are based overseas.Q2: 2a. Assess the strengths and weaknesses of Albas export strategy.Indirect export enterprises can obtain the following benefits:

13、 First, the use of foreign exporters or agents of foreign channels and export experience, quickly open the international market; Second, do not have to add export agencies and personnel, to save the cost of direct channels; Third, reduce the financial burden and reduce the risk.For businesses, indir

14、ect exports also have disadvantages:First, the flow of products and price control is low, and even can not be controlled;Second, it is difficult to quickly grasp the international market information, which is not conducive to improving the adaptability and competitiveness of the international market

15、; Third, can not get the direct experience of transnational marketing; fourth, it is difficult to establish their own reputation in the international market. In the case Albas core business is in its export markets and therefore financial results are greatly impacted by prevailing currency rates. Al

16、ba manages exchange rate risk through hedging. （Hedging involves the reduction of risk that rises from future movements in an exchange rate. Management generally hedges for adverse movements only, for example higher costs and reduced income）.2b. Alba utilizes several route to market strategies to di

17、stribute its products, including direct routes and joint ventures. Analyse the potential benefits and drawbacks of such strategies.Alba enters the market using direct export and joint venture strategy distribution products. The advantage of direct export to the enterprise is that it can grasp the tr

18、end of foreign market more quickly, so as to improve the products and improve the adaptability and competitiveness of the products to the international market.The disadvantage of the direct export to the enterprise is that it increases the burden of capital turnover and increases the risk. In the ca

19、se, in the USA, the largest premium spirits market in the world, Alba now controls its sales and marketing directly. It has also broadened its coverage within the United Sates, opening regional offices in Chicago, Orange Country and Miami. South East Asia offers excellent prospects for growth as a r

20、esult of increasing middle class consumers and fast growing economies.Advantages of joint venture to learn and adapt to the local objective environment, better understanding of the host countrys economic, political, social, cultural and other conditions, help investors to make the right decisions.Jo

21、int venture disadvantage due to differences between the two sides of the business objectives and ideas. In terms of market intentions and sales intentions may differ in the length of the interests of different investors may be difficult to unify. In the case, South East Asias major countries are att

22、racting a record level of foreign investment and are expected to overtake China in the next few years. One reason for this is that, as the emerging middle-class consumers travel more and become more knowledgeable about different cultures.Section2: 1a. With the aid of a suitable diagram, evaluate how

23、 a banon alcohol advertising in Russia and Turkey could adversely impact on the global performance of a company like Alba.There are many elements can effect demand, such as price, customers behavior, income, government policies, advertising and so on. In Russia and Turkey, some of the restrictions o

24、n premium spirits ads lead to a demand curve to turn left, which means that the spiritual demand for excellence will be reduced. Lack of awareness of the packaging brand with the effect of advertising. If this happens, in the short term, the supply will exceed the demand, the left shift curve so tha

25、t from Y to Z the balance point, the price will fall, Z as a new equilibrium point, with less price and quantity. Total income is equal to the price times the quantity. Compared with Y, the new total revenue will be reduced, because its price and quantity are less than before.In this case, the limit

26、ation on advertising both in Turkey and Russia lead to the downward on demand also the total revenue presents a similar trend international market. 1b. Consumers real incomes will have an import on the demand for Albas products. Using the concept of income elasticity of demand, Evaluate the potentia

27、l impacts that this may have on Alba.Income elasticity of demand means proportionate change in the demand for a good in response to a change in income. It is reflected in how people change their consumption habits with changes in their income levels. In a growing economy （where income levels are ris

28、ing） goods whose demand is highly income-dependent will sell more than the goods whose demand is not income-dependent. Ey=%Q/%Y（Q: Quantity; Y: Income）. There are two main kinds of situations: the demand of the negative elasticity of income and poor quality of goods; demand is elastic and normal com

29、modity related; income will lead to increased demand. If the demand for a commodity elasticity of income is less than 1, it is ordinary good. If the elasticity of demand is greater than 1, it is luxury good. In this case, Alba benefit from and other premium brands to promote cooperation and jointly

30、promote the luxury brand to adapt to consumer diversification. As women continue to grow in material wealth, demand will rise sharply. On the contrary, if the customers income is reduced, the demand forecast will be greatly decreased. Those normal goods without brand awareness, customers are likely

31、to continue to choose Albas products.In addition, when income rises, demand will rise. However, if the market is saturated, even if revenue is rising, demand is limited, because other projects will change in the market.1c.If the government is successful in introducing a minimum retail sales price for alcohol in the UK in order to reduce consumption, what impact would this policy likely have on the supply of alcoholic drinks?Minimum limit, also known as protective price. Is the minimum price limit specifie