大综合考试!!.doc

Section1: Q1: 1a. Alba has chosen to focus exclusively on the premium spirits market rather than providing less superior brands. Alba focus on three benefits of premium spirits firstly is easier to build brand identity. Secondly gain more profits. Thirdly is helpful to achieve goals. Only focus on premium people have the potential to create a brand identity and awareness. Albas products are premium products. Alba allows buyers to have cognitive differentiated products as a symbol to reflect their social class and social status, which helps product positioning. Get more profit. Albas products are high profit margins for luxury goods. The price they sell is certainly much higher than its cost. This proves that Albas earnings are huge. Alba focused on the excellence of the brand spirit is the effectiveness and implementation of the objectives. It makes staff training more concentrated, so that the goal can be realized more clearly. Employees are only concerned about their contribution, give full play to their skills and enthusiasm for the work. Alba focus on two disadvantages of premium spirits are suffer high risks and dismiss some opportunities. Alba to premium products with high risk to enter the market. Alba only a commodity rather than a different kind of goods against the spread of risk. If a policy aimed at a premium, Alba will take all the negative effects, it will not get any profit. In this case, in Russia and Turkey, there are restrictions on the advertising of high-end liquor. This policy will reduce Albas personal brand awareness as well as the decline in Albas profits. Another is Alba very professional premium spirits may lose the opportunity. Some customers are more willing to buy ordinary spirits, premium spirit is a small number of peoples choice. Alba was so focused and did not consider the people of all walks of life. Alba may sacrifice some opportunities in this respect. 1b. Analyze potential conflicts that Alba may encounter when co-ordinating grow