大綜合考試

1、Section1:Q1:1a.Albahaschosentofocusexclusivelyonthepremiumspiritsmarketratherthanprovidinglesssuperibrs.Albafocusonthreebenefitsofpremiumspiritsfirstlyiseasiertobuildbridentity.Secondlygainmeprofits.Thirdlyishelpfultoach

2、ievegoals.Onlyfocusonpremiumpeoplehavethepotentialtocreateabridentityawareness.Albasproductsarepremiumproducts.Albaallowsbuyerstohavecognitivedifferentiatedproductsasasymboltoreflecttheirsocialclasssocialstatuswhichhelps

3、productpositioning.Getmeprofit.Albasproductsarehighprofitmarginsfluxurygoods.Thepricetheyselliscertainlymuchhigherthanitscost.ThisprovesthatAlbasearningsarehuge.Albafocusedontheexcellenceofthebrspiritistheeffectivenessim

4、plementationoftheobjectives.Itmakesstafftrainingmeconcentratedsothatthegoalcanberealizedmeclearly.Employeesareonlyconcernedabouttheircontributiongivefullplaytotheirskillsenthusiasmfthewk.Albafocusontwodisadvantagesofprem

5、iumspiritsaresufferhighrisksdismisssomeopptunities.Albatopremiumproductswithhighrisktoenterthemarket.Albaonlyacommodityratherthanadifferentkindofgoodsagainstthespreadofrisk.IfapolicyaimedatapremiumAlbawilltakeallthenegat

6、iveeffectsitwillnotgetanyprofit.InthiscaseinRussiaTurkeytherearerestrictionsontheadvertisingofhighendliqu.ThispolicywillreduceAlbaspersonalbrawarenessaswellasthedeclineinAlbasprofits.AnotherisAlbaveryprofessionalpremiums

7、piritsmaylosetheopptunity.Somecustomersaremewillingtobuydinaryspiritspremiumspiritisasmallnumberofpeopleschoice.Albawassofocuseddidnotconsiderthepeopleofallwalksoflife.Albamaysacrificesomeopptunitiesinthisrespect.1b.Anal

8、yzepotentialconflictsthatAlbamayencounterwhencodinatinggrowthwithitscpatesocialresponsibilitycommitments.Thefirstpointistheconflictofthesenseofsocialresponsibilitybusiness.Marketingpromotionwaybysocialresponsibilityconst

9、raints.NottounderagenotconducivetoimprovingtheadaptabilitycompetitivenessoftheinternationalmarketThirdcannotgetthedirectexperienceoftransnationalmarketingfourthitisdifficulttoestablishtheirownreputationintheinternational

10、market.InthecaseAlba’scebusinessisinitsexptmarketstherefefinancialresultsaregreatlyimpactedbyprevailingcurrencyrates.Albamanagesexchangerateriskthroughhedging.(Hedginginvolvesthereductionofriskthatrisesfromfuturemovement

11、sinanexchangerate.Managementgenerallyhedgesfadversemovementsonlyfexamplehighercostsreducedincome).2b.Albautilizesseveral’routetomarket’strategiestodistributeitsproductsincludingdirectroutesjointventures.Analysethepotenti

12、albenefitsdrawbacksofsuchstrategies.Albaentersthemarketusingdirectexptjointventurestrategydistributionproducts.Theadvantageofdirectexpttotheenterpriseisthatitcangraspthetrendoffeignmarketmequicklysoastoimprovetheproducts

13、improvetheadaptabilitycompetitivenessoftheproductstotheinternationalmarket.Thedisadvantageofthedirectexpttotheenterpriseisthatitincreasestheburdenofcapitalturnoverincreasestherisk.InthecaseintheUSAthelargestpremiumspirit

14、smarketinthewldAlbanowcontrolsitssalesmarketingdirectly.IthasalsobroadeneditscoveragewithintheUnitedSatesopeningregionalofficesinChicagoangeCountryMiami.SouthEastAsiaoffersexcellentprospectsfgrowthasaresultofincreasingdl

15、eclassconsumersfastgrowingeconomies.Advantagesofjointventuretolearnadapttothelocalobjectiveenvironmentbetterunderstingofthehostcountryseconomicpoliticalsocialculturalotherconditionshelpinveststomaketherightdecisions.Join

16、tventuredisadvantageduetodifferencesbetweenthetwosidesofthebusinessobjectivesideas.Intermsofmarketintentionssalesintentionsmaydifferinthelengthoftheinterestsofdifferentinvestsmaybedifficulttounify.InthecaseSouthEastAsia’