Bachelor of Commerce Best Business Research Papers, Vol. 05 (June 2012)
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This issue was originally published September 12th, 2012.
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Item “Made in [East] Germany”: An analysis of East German manufacturing immediately following reunification and today(Bachelor of Commerce Best Business Research Papers, 2012) Davidson, ScottThis paper briefly examines the factors that led to the failure of many firms in the post-communist, freshly unified East Germany, which led to mass unemployment and business closures. Afterwards, the majority of the discussion will focus on how the rough transition from communism to capitalism has resulted in a unique and advantageous environment for manufacturers in modern day East Germany due to five main factors of production: land, affordable skilled labour, infrastructure, economic security, and government subsidies. In order to provide thorough and relevant information, both secondary and primary sources will be employed, including a survey of future employment plans of students at the HHL Graduate School of Management in Leipzig. Finally, an analysis of the two successful firms of Porsche and AMD will be included to illustrate East Germany’s opportunity for unparalleled manufacturing advantages put into practice.Item Climate change and the Spanish wine industry: What can wine companies and government do to protect Spanish wine?(Bachelor of Commerce Best Business Research Papers, 2012) Harris, BrendanIn the midst of an economic crisis and accelerating climate change, vineyards – the growers of Spain’s most fragile agricultural product and the heart of the nation’s wine industry – are extremely vulnerable. While studies have suggested that wine makers find drops in sales to be the most urgent problem they face, issues brought by climate change will nevertheless present obstacles in the future. The industry therefore, is divided in its attitude towards global warming and while some viticulturists prepare for the potential weather changes, others make different use of their resources. This essay looks at the Spanish wine industry in its entirety and estimates the severity of climate change’s impact on its vineyards. Upon reaching an understanding of how global warming will affect Spain’s grape growing regions, this paper will undergo an analysis of the various coping mechanisms to decide what can be done to prepare the vineyards for climate changes in the future. Among these coping mechanisms are technological changes and agricultural methods of adaptation within the vineyards themselves, as well as government action that can make these changes more feasible. Ultimately, this paper will outline recommendations for the viticulturist and the industry regulator wherein they will be able to maintain the reputation of good quality Spanish wine and thus exports – despite disruptions from climate change.Item Heineken N.V.: Strategic global brand management as a source of competitive advantage(Bachelor of Commerce Best Business Research Papers, 2012) Ganton, KylaWithin the international beer market today, Heineken International (or in Dutch: N.V.) is one of the true leaders, dominating the industry through strategic global branding. The implications of creating a global brand transcend to more than just products, and can be seen in the purchasing behaviour of consumers. In a market where there are many close substitutes and numerous associated risks, Heineken has built a strong platform with which it uses Corporate Social Responsibility (CSR) as a mitigation tool and as brand insurance. Similar to other strong global brands, the Dutch brewing company utilizes a multi-brand portfolio with over 250 beer and cider brands. This has been the result of over a century of firm expansion and acquisition strategies. With a large investment in festival sponsorship, charitable events, and sporting competitions, the Heineken brand name has developed many and memorable secondary brand associations. Through the company’s global presence in almost every continent, the brand has achieved first mover advantages and therefore competitive advantages. Creating and maintaining a global brand is no easy feat, comprising of many managerial implications such as costs of a global vs. local orientation. However, Heineken N.V. has successfully established its global brand to cover uncountable markets, using CSR as a risk mitigation tool, making it a master of the international beer industry.Item Red Bull: Success using buzz marketing(Bachelor of Commerce Best Business Research Papers, 2012) Gillander, AmandaThis paper will explore how Red Bull has established itself as an international brand and how they can maintain their position as the most popular energy drink on the market. A person would be hard pressed to find someone between the ages of fifteen and fifty who hasn’t heard of Red Bull. Whether you love it, or hate it for its medicinal taste and high price, it is undeniable that it has become a symbol of today’s youth. This paper will explore the success strategy of this energy drink pioneer, as well as give recommendations as to how they can maintain their position of power despite new threats. I will do so by analyzing the current position of the company using a strengths, weaknesses, opportunities, and threats (SWOT) analysis. I will then use Porter’s Five Forces to determine what the future of Red Bull might look like based on their current position in the industry. Then, based on research gathered from a number of articles and personal interviews, I will make the following recommendations for Red Bull: (1) permanently expand their limited edition line to North America, (2) establish a coffee line of the drink, (3) engage in charity work to improve brand image, and (4) employ more forms of conventional marketing to stay abreast of the competition.Item Note from the editor(Bachelor of Commerce Best Business Research Papers, 2012) Galang, M. CarmenItem Bachelor of Commerce Best Business Research Papers: Vol. 5 (2012)(Bachelor of Commerce Best Business Research Papers, 2012)Item Telecommunications in Portugal: An analysis of Portugal Telecom(Bachelor of Commerce Best Business Research Papers, 2012) Aziz, NadiaThis paper provides an assessment of the telecommunications industry in Portugal, with a focus on the leading telecommunications company in the country, Portugal Telecom (PT). The purpose of this paper is to examine the current strategy of Portugal Telecom in order to gain insight on its position within the market. This paper also provides recommendations on future strategies for PT to sustain its business and facilitate growth. An evaluation of the global telecommunications industry is conducted through the use of Porter’s Five Forces Model, providing a further understanding of the attractiveness of the industry. A SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis determines the internal and external factors affecting the future of the company. Using the results of this analysis, this paper presents some implications that PT’s operations have on managers in the industry. Further, this paper ultimately concludes that PT should make improvements to its current human resource policies, re-focus its efforts to concentrate on penetrating developing markets, and improve its sustainability practices on a smaller, micro-level scale.