BRL HARDY CASE

BRL Hardy Case



BRL Hardy Case

BRL Hardy has various strategies to improve BRLs global branding whilst expanding BRLs quality and services to the global wine market. This platform consists of developing strong brand recognition, a targeted customer base, and strategic acquisitions. With Australian wine exports to reach 400 million in 2010, I suspect that BRL will have profitable opportunities to enter the United States and United Kingdom wine markets. The factors driving the export wine industry includes coordination and development within the following business sectors:

Marketing and Promotion- develop and strengthen brand name and increase customer awareness, build customer loyalty, encourage repeat business.

Distribution/Acquisitions- opportunity to gain access to new markets.

Brand Awareness- strong customer connection between brand and taste.

Cultural Loyalty- local wineries experience high levels of customer and cultural loyalty.

Mergers/Partnerships- for access to new markets, partnerships and mergers are common.

Competition- in taste, retail space, distribution, quality wines, value wines, and customer's loyalty.

BRL have a large market potential in providing quality wines that are extremely competitive on price. BRL must provide customers with selection in quality wines to attract and retain customers. BRL face specific inter-company communication challenges and conflict from the UK division. BRLs mere structure of communication and brand development is inefficient at best. And, a potential challenge since each division operates under a different branding and customer taste requirements. BRL need to develop communication between regional divisions to control product branding. BRL must introduce BRLs brand equity by challenging on product offerings and quality wines. Furthermore, BRL need to interlock BRLs core competencies with the export wine market. Essentially, BRL need to develop an interrelated brand and market entry strategy for the United Kingdom and the Unites States. From this analysis, BRL can make the following moves:

A. Create a series of regional brands that may cross into different markets.

B. Give control to each division for product and brand development for their markets.

C. Create measures for corporate to dictate and control global brand development.

D. Stays focused on BRLs core competencies and enter separate markets after tested analysis of product potential. Though there could be number of reasons why D'istinto should not be launched such as   

The wine market is still at a nascent stage (fragmented market) and there could be changes in trends in the near future as well

Failure of Mapocho launch has already created a doubt in the minds of HQ's management

D'istinto could overload human resources already stretched thin by the ...