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BRL Hardy案例分析建议 BRL Hardy Case Analysis Recommendations(2)

时间:2017-06-23 13:32来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien
Past two centuries more than 1000 wineries were established in Australia and till 1996 , the 10 largest accounted for 84% of the grape crush and 4 controlled over 75% of domestic branded sales. The Hardy is the number two company selling under the Hardy, Houghton, Leasingham and other labels.
During the period of 1980s and 1990s Australian wine began to seek for large markets in abroad and by the period of 1995 exports accounted more than 27% of production but Australian industry accounts less than 2% of the world wine production by volume and 2.5% by value but this industry is rising rapidly and by 2025 the export potential will grow up to $65 billion- 16% share of the projected trade value .
They saw four export market -The United kingdom, The United States, Germany and Japan but UK market would decrease in 1996 and account for over 40% of over next 25 years these four markets were expected to accounting for 60% of export sales .
Company Background and History
The roots of BRLH's could be traced in 1853 when Thomas Hardy was 23 years old and acquired the land in South Australia & planted it with wines. First vintage was produced in 1857 and won fir gold medal at Bordeaux in 1882.In 1912 Hardy died but his company was largest winemaker company.
In the River land region northeast of Adelaide,130Italian grape growers formed Australia first cooperative winery in 1916 soon after death of Hardy and they named it as Renamo Wine Cooperative. In year 1982 they merged with The Berri Cooperative to form Berri Renamo Limited (BRL).
By the 1990, almost 500 member growers were delivering over 500000 tons of grapes to BRL and giving the second largest crush in Australia.
International Roots
BRL face the period of success when it began selling abroad and in late 1980s it efforts being seem good when BRL is compared with Hardy history.
After doing research for long period in year 1989 they acquired Whiclar & Gordon, wine importer and distributor in UK. This move led the management to talk about buying of European Wineries so that they can provide newly acquired distributors with the critical mass and credibility to give Hardy's wines greater access to Europe. In year 1990 two of Hardy directors visited France & Italy wine growing regions and in Southern France they acquired Domaine de la Baume, after six months they took over Brolio de Ricasoli in Italy. In year 1992 after getting motivated by looming Hardy management felt that it is an ideal time to invest. Immediately after three European acquisitions they face the problem . BRL market go slowdown at home ,these problems led to heavy losses to Hardy. After seeing this BRL management decided to propose a merger & in year 1992 they merged soon after three months become a public listed company.(责任编辑:BUG)

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