International Marketing: SWOT Analysis of Australian Wine Industry

This report provides a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis of the Australian wine industry, focusing on key players such as Beringer Blass, Orlando-Wyndham, BRL Hardy, and Southcorp. The report examines the strengths of the industry, including product quality, technological innovation, and global market presence. It also identifies weaknesses, such as reliance on the UK market, and discusses opportunities for market expansion. The analysis highlights the expansion strategies of these companies, which include developing new channels and supply chain management. This study aims to provide insights into the competitive landscape and strategic positioning of the Australian wine industry, which is crucial for understanding its global market dynamics and future growth potential. The report concludes by reiterating the importance of these companies' strategies in achieving global expansion and market dominance.

Australian Big Four Wine
Industry
International
Marketing

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
organization and macro threats.

SWOT Analysis of Australia Big Four
Wine Company
Australia 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 Australia 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.