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1、Section1:Q1: 1a. Alba has chosen to focus exclusively on the premium spirits market rather than providing less superior brands.Alba focus on three benefits of premium spirits firstly is easier to build brand identity. Secondly gain more profits. Thirdly is helpful to achieve goals.Only focus on prem
2、ium people have the potential to create a brand identity and awareness. Albas products are premium products. Alba allows buyers to have cognitive differentiated products as a symbol to reflect their social class and social status, which helps product positioning. Get more profit. Albas products are
3、high profit margins for luxury goods. The price they sell is certainly much higher than its cost. This proves that Albas earnings are huge.Alba focused on the excellence of the brand spirit is the effectiveness and implementation of the objectives. It makes staff training more concentrated, so that
4、the goal can be realized more clearly. Employees are only concerned about their contribution, give full play to their skills and enthusiasm for the work.Alba focus on two disadvantages of premium spirits are suffer high risks and dismiss some opportunities. Alba to premium products with high risk to
5、 enter the market. Alba only a commodity rather than a different kind of goods against the spread of risk. If a policy aimed at a premium, Alba will take all the negative effects, it will not get any profit. In this case, in Russia and Turkey, there are restrictions on the advertising of high-end li
6、quor. This policy will reduce Albas personal brand awareness as well as the decline in Albas profits.Another is Alba very professional premium spirits may lose the opportunity. Some customers are more willing to buy ordinary spirits, premium spirit is a small number of peoples choice. Alba was so fo
7、cused and did not consider the people of all walks of life. Alba may sacrifice some opportunities in this respect.1b. Analyze potential conflicts that Alba may encounter when co-ordinating growth with its corporate social responsibility commitments.The first point is the conflict of the sense of soc
8、ial responsibility and business. Marketing and promotion way by social responsibility constraints. Not to underage propaganda, sponsor, without authorization are her sense of social responsibility commitment. In the case the company operates an operates an approved incentive and saving scheme that e
9、ncourages employees to participate in share ownership. The scheme permits employees to retain their shareholding after retirement.The second point is that the market economy system is not perfect. Consumers and enterprises need to deepen understanding. At the same time, the enterprise is still in th
10、e low end of the international manufacturing industry chain, lack of innovation ability, low profit margins. Alba believes that its brand growth cannot be centred on advertising and billboards, but believes in promoting its brands through providing training and support to bars who can impact knowled
11、ge on the history and culture of its products.The third point is the conflict between the thinking mode of enterprise culture and the way of communication. Of different ethnic groups living in the special natural and geographical environment, forming a respective historical background and cultural e
12、nvironment, also formed their own mode of thinking, and in turn continue to influence, to form a specific cultural connotation and elements. The language of the world is different, even the same language, different translation methods will have a very big difference, the difference between the langu
13、age of international marketing enterprises to overcome the primary obstacle. Alba has its headquarters in Edinburgh and employs 1,000 workers in Scotland; however due to its international operations, over 55% of its employees are based overseas.Q2: 2a. Assess the strengths and weaknesses of Albas ex
14、port strategy.Indirect export enterprises can obtain the following benefits: First, the use of foreign exporters or agents of foreign channels and export experience, quickly open the international market; Second, do not have to add export agencies and personnel, to save the cost of direct channels;
15、Third, reduce the financial burden and reduce the risk.For businesses, indirect exports also have disadvantages: First, the flow of products and price control is low, and even can not be controlled; Second, it is difficult to quickly grasp the international market information, which is not conducive
16、 to improving the adaptability and competitiveness of the international market; Third, can not get the direct experience of transnational marketing; fourth, it is difficult to establish their own reputation in the international market. In the case Albas core business is in its export markets and therefore financial results are greatly impacted by prevailing currency rates. Alba manages exchange rate risk through hedging. (Hedging involves the reducti
