BRL Hardy case study

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HBS case study for BRL Hardy done for my International Strategy class. This case is fairly well-known and references can be found online.

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BRL Hardy case study

  1. 1. BRL Hardy Group 6 Patrick JOINER Masanori NAGAYA Katsumi TAKAHASHI Barbara ZELENAY Globalizing an Australian Wine Company
  2. 2. Price Brand Banrock Station D’Istinto Kelly’s Revenge Low High Leasingham Chateau Reynella Nottage Hill Stamps BRL Hardy Brand Pricing
  3. 3. <ul><li>Overlap can be an advantage by separate positioning & global positioning </li></ul><ul><li>Brand control through partnership </li></ul><ul><li>Catchy name </li></ul><ul><li>Modern label </li></ul>BRL Hardy Analysis
  4. 4. <ul><li>Develop in Europe over 3 years </li></ul><ul><li>Add export to USA and Japan </li></ul>BRL Hardy Recommendation
  5. 5. <ul><li>Success in AU/NZ </li></ul><ul><li>Low price range capturing 80% of sales </li></ul><ul><li>Global wine brand </li></ul><ul><li>Devalues BRL Hardy’s Image </li></ul><ul><li>Kelly’s Revenge direct competition </li></ul>BRL Hardy Analysis
  6. 6. <ul><li>Launch as a BRL Hardy global brand </li></ul><ul><li>Place a cross-border coordinator between HQ and UK operation </li></ul>BRL Hardy Recommendation
  7. 7. <ul><li>Limited appeal outside of AU/NZ </li></ul><ul><li>Competition with Banrock Station </li></ul><ul><li>Poor reception in UK </li></ul><ul><li>Bland design </li></ul>BRL Hardy Analysis
  8. 8. <ul><li>Do not proceed </li></ul><ul><li>Revisit in the future </li></ul>BRL Hardy Recommendation

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