SWOT Analysis of Australian Big Four Wine Industry and Strategies

This report provides a SWOT analysis of the Australian Big Four wine companies: Beringer Blass, Orlando Wyndham, BRL Hardy, and Southcorp. It examines their strengths, such as product quality, technological innovation, and reasonable pricing, along with weaknesses like dependence on the UK market. Opportunities include global market expansion, while threats involve low awareness in some markets. The report details the companies' strategies, including developing new brands, sourcing, and distribution. The analysis covers their history, including mergers and joint ventures, and concludes that these companies employ similar strategies for global operations. References include works on international marketing and marketing in the digital age.

International Marketing
Australian Big Four Wine Industry

Introduction
• SWOT Analysis refers to various internal and external factor
that affects the future performance of business enterprise.
• SWOT stands for Strength, Weakness, Opportunity and
Threat. This technique focuses on maintaining the balance
between micro resources and competency of an organisation
and macro threats.

SWOT Analysis of American Big Four Wine
Company
• American Big Four Wine Company consist of Beringer Blass,
Orlando-Wyndham, BRL Hardy and Southcorp.
• From the last 15 years, Australian wine company has hold a
major share of international market on the basis of product
range, technological innovation, consistent quality and
reasonable pricing.

BERINGER BLASS
• Merger between Wolf Blass and Milder in 1991.
• Acquired by Foster's Brewing Group.
• Announced Joint Venture with Vina Sanata in 1997.

ORLANDO WYNDHAM
• Obtain two other Australian industry Wyndham and Orlando
in 1990.
• Following acquisition make Pernod first “New World
Investment” Industry.
• Aiming at building single product brand Jacob's Creek.

SOUTHCORP
• Joint Venture of Penfolds and Lindemans.
• Focusing on to diversify its market share by eliminating the
interference of UK Market.
• Aim to set up industry in the Languedoc region of France.

BRL HARDY
• Merger of two big companies Thomas Hardy and Beri
Renmano.
• Enlarge its supply chain by procuring current autonomous
distributors.
• Focusing on building its channel in Continental Europe.

TIMELINE
In 1980: Pernod joint venture with Orlando and Wyndham
In 1989-90: Pernod holds a major share in European market of wine and
liquor.
Southcorp signed number of ventures for its expansion.
In 1991: Mildara Blass joint venture with Wolf Blass and Mildara.
In 1992: BRL was formed by the joint venture and Thomas Hardy
procure the Languedoc-Roussillon region of France.

SWOT Analysis of Australian Wine Industry
Strength The vital strength of the following industry are stable quality, technological invention, depth range of
products, rational pricing and optimum financial resources.
They generally aim on expanding their business by exporting its product all across the globe. Thus
become large exporter of wine products that deals globally.
Weakness The major drawback of all the following countries are they are highly dependent on UK for its operations.
They are grappling to diversify its product across the globe.
Opportunities Main opportunities for the following company are in context of their market expansion all across the globe.
Threats High dependency on UK market.
Low awareness among Germans about the UK wine.
Moderate wine consumption in japan.

BIG FOUR Expansion Strategies Worldwide:
ORLANDO
WYNDHAM
BERINGER
BLASS
BRL HARDY SOUTHCORP
Develop New
Single Brand
Portfolio for
increasing their
supply chain.
Focuses on three
channel distribution
Hold in various
supply chain
companies.
Adopted sourcing
strategy.

Conclusion
From the above SWOT Analysis of American Big Four Wine
Company it has been proved that all the following four company
has adopted same strategies in order to expand their operations
globally.

References
Czinkota, M.R. and Ronkainen, I.A., 2013.International marketing.
Cengage Learning.
Berthon, P.R., Pitt, L.F., and Shapiro, D., 2012.
Marketing meets Web 2.0, social media, and creative consumers:
Implications for international marketing strategy.Business horizons. 55(3).
pp.261-271.