Entering the Australian and New Zealand wine and spirits markets: the example of Pernod Ricard

Docs en anglais | 47 pages | 17-07-2008 | Format : | Note : Non noté |

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Résumé

Case study about the setting up of the French wine and spirits group in the Australian and New Zealand markets. After presenting the group (development, values, figures, environment), we will focus on its global reach through the glocalization phenomenon and an international ownership of brands. Finally, we will deal with the fierce competition in the Pacific wine and spirit market.

Table of contents:

Introduction

I) Presentation and analysis of the Pernod Ricard group

A. Historical development
B. The group's main values
C. The group's activity in figures
D. The analysis of the group's environment

II) Global Reach as Pernod Ricard's inherent principle

A. Glocalization: thinking globally but acting locally
B. An international ownership of brands

III) Facing competition in the Pacific wine and spirits market

A. The Pacific wine and spirits market: a strategic area
B. A fringe oligopolistic local market: a problem for foreign companies' setting up
C. The success of a subsidiary in a fierce competitiver market

Conclusion

References

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