BRL planned to expand and become a global company but has a lack of marketing expertise, which can be provided by Hardy, another company had financial issues because of globe expanding at that moment. Later, the two companies proposed a merger and became a public company in 1992. Only the Australian sales and marketing manager of Hardy survived as a part of the top management team in the merged company, and all the others came from BRL.
However, the merge not only brings benefits for the company to expand, but also produce some managing issues inside the company, because of the mixed top executive team. Carson and Miller, top managers from BRL and Hardy, are experts on wine and have opinions himself and cannot persuade each other. Therefore, …show more content…
Although they designed at the same price level of wine, Kelly’s Revenge is a fun brand and generally provide for young people who begin to contact wine, while Bonrock Station and aimed for nature, healthy, and friendly with the environment (Bartlett, 2003). Therefore, the group of customers these two brands focus on is not completely the same. As Kelly’s Revenge project worked well in Europe, it should keep running and can guide and support Bonrock Station in the European market. At the same time, for Kelly’s Revenge to enter the Australian market, Bonrock Station could be the leader and help for it. Also, scenario planning, future-focus, for the possible chaos in the company is necessary. Contingency planning and crisis planning may also be needed. Those plans are for the turbulent environment, as the inside of the company may have some disturbances because of the personal transfer and the outside environment for the company could not be predicted completed, the preparation should be
However, the merge not only brings benefits for the company to expand, but also produce some managing issues inside the company, because of the mixed top executive team. Carson and Miller, top managers from BRL and Hardy, are experts on wine and have opinions himself and cannot persuade each other. Therefore, …show more content…
Although they designed at the same price level of wine, Kelly’s Revenge is a fun brand and generally provide for young people who begin to contact wine, while Bonrock Station and aimed for nature, healthy, and friendly with the environment (Bartlett, 2003). Therefore, the group of customers these two brands focus on is not completely the same. As Kelly’s Revenge project worked well in Europe, it should keep running and can guide and support Bonrock Station in the European market. At the same time, for Kelly’s Revenge to enter the Australian market, Bonrock Station could be the leader and help for it. Also, scenario planning, future-focus, for the possible chaos in the company is necessary. Contingency planning and crisis planning may also be needed. Those plans are for the turbulent environment, as the inside of the company may have some disturbances because of the personal transfer and the outside environment for the company could not be predicted completed, the preparation should be