Brl Hardy Case Study

1444 Words Jun 12th, 2011 6 Pages
How do you account for BRL Hardy’s remarkable post-merger success?

Prior to the BRL and Hardy merger both companies were rivals with diverse views of the wine industry. Due to the varying views both companies had different organizational structures and approaches.
Hardy was a family owned business focused on producing great wine. In 1853 Thomas Hardy acquired land near, Adelaide which is in South Australia. Thomas used the land to plant vines, by 1857 he produced his first vintage, and two hogsheads were exported to England. By 1882 hardy won his first international gold medal at Bordeaux. At the time of Thomas’ death in 1912, Hardy was the largest winemaker in Australia. Hardy became known for award-winning, quality wines, and
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Unfortunately I think Millar made some errors in how he handled the delicate situation. There was no clear reporting structure, Davies reported directly to Millar, on the other hand Carson reported to Millar regarding the U.K. Company’s profit performance, and reported to Davies for marketing and branding strategies. In essence, Carson had direct access to Davies boss. Millar’s approach was flawed because he did not want to be pulled into resolving disputes, but hoped for negotiation. Hoping for negotiation is not a solution, it’s like putting a Band-Aid on a bullet wound, Millar was focused on growth and he did not encourage Carson and Davies to work things out.
Should Millar approve Carson’s proposal to launch “D’Istinto”? Why or why not?

Carson wanted to launch a new wine D’istinto because he felt it would have a unique image built around Mediterranean lifestyle; passionate, warm, romantic and relaxed. Carson wanted to target everyday wine consumers that enjoyed wine, but were not knowledgeable about it; he also knew that women represented 60% of the supermarket wine buyers. With D’istinto buyers would be encouraged to write to receive free recipes. Carson wanted to create a database of wine and food loving consumers that would receive future promotions through the mail. The D’istinto line would help build BRLH Europe in size, impact and reputation. In addition to the positive impact on BRLH’s financials, D’istinto would help Carson become more

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