Strategic Management Essay Example | Topics and Well Written Essays - 3500 words - 1

Strategic Management - Essay Example A bird’s eye view on the Australian wine industry, at this juncture, would be appreciable. Wines in Australia though are 200 years old, the industry was sluggish in its initial years. They have now caught pace in New-world countries that they are considered the ‘Hot Trends’ in the market. Thomas Hardy & Sons wine company, known for its quality wines, was established in Australia in 1853 and was most respected for its culture and polite values. Berri Renmano Ltd. (BRL), a co-operative and merged entity was known for aggressiveness and commercial success. Hardy group had to incur huge losses after acquiring some French, Tuscan and Italian old wineries. At the same time, BRL was also facing financial hardship, but nevertheless proposed and merged with Hardy which according to the industry analysts was not a great arrangement. Owing to the financial strength of the BRL team, BRL Hardy had more of BRL’s executives at the top notch in the merged entity while the Hardy’s executives were a bit suppressed. Irrespective of all these happenings, the group was an initial success. After the initial success, there were differences regarding the marketing and distribution of some key brands of the company between Stephen Davies, the Group Marketing and Export Manager based at the head office at Reynella, Australia and the Managing Director of U.K. management team – Christopher Carson. For instance, while Davies was planning to launch a global brand, Carson tried to develop a low price wine brand D’instinto. This attemp t was criticised by Davies citing examples of Carson’s failure in renewal of distribution agreement of Caliterra (wine brand) and disappointing launch of brand Mapocho with a Chilean sourcing. Nevertheless, Steve Millar, the Managing Director of the BRL Hardy Company as a whole understood these delicate issues and tactically dealt with both of them. Similarly, the head office was planning to launch Banrock station, a product which was a