"Expansion Analysis of Foley Wines Limited into the Australian Market"
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BSc Econ
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Copenhagen Business School
This document is an analysis of the feasibility and challenges for Foley Wines Limited, a New Zealand-based wine company, to expand its operations into the Australian market. The key points covered in the document are:
SWOT Analysis:
Strengths: Foley Wines has a strong and diverse brand portf...
Foley Wines Limited: Australia Expansion Analysis
SWOT Analysis
1.Financial Strength: Foley Wines Limited owns several wine brands, 2.Strong Brand Portfolio: This company boasts a quality and exclusive list of New Zealand
including Te Kairanga, Vavasour, and Mount Difficulty. This diversified wine brands with their brands’ images and histories. This diversification suggests a cover for
portfolio could justify having a sound balance sheet because the risks various market segments and consumers’ tastes and preferences, a factor that, if well
are spread across the market segments. exploited, can offer a good market in new regions (S&P Capital IQ, 2024)
2.Limited International Presence: To a certain extent, Internet sales happened
when Foley Wines started expanding. However, its major focus has been on New
Zealand. The company may also have limited experience in managing operations
across different countries; thus, some problems in the Australian market may
occur.
1.Financial Weakness: Foley Wines' current market position means
that it has comparatively fewer funds for global market expansion
than the titans of the wine market. This could, in turn, limit the
marketing strategies and distribution of products in the Australian
market (Market Screener, 2023)
Opportunities
1. 2.Cultural Similarities: As made earlier in the comparison, both Australia and New 1.Macroeconomic Context of Australia: Australia has a good economy, with a
Zealand are societies with related cultures and, therefore, their food choices. GDP per capita of $59,934 (2022), showing that there is a good market for the
Favourable social trends that include middle—and high-class people drinking wine products. This implies an opportunity for a premium wine market, serving
could help Foley Wines easily penetrate the Australian market. Foley Wines’ portfolio appropriately.
Threats
1.Macroeconomic Context
of Australia: The
Australian wine market is
quite saturated and
already actively inhabited
by Australian and other
world wine brands. This
could prove to be
somewhat unbeneficial to
Foley Wines because
1. 2.Cultural Differences: As largely observed, there are differences in some of
attaining more market the slang words and preferred sports in Australia and New Zealand. This could
share might be very mean that organisations need to approach marketing strategically, especially
difficult. to the local consumers in Australia.
Competitor Analysis
1.Treasury Wine Estates
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