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TBS 984 INTERNATIONAL BUSINESS
STRATEGIES

Business Report - Individual Assignment

Yasunori Eguchi 3936181

Executive Summary
This report is written to evaluate the possibility of Vietnamese wine market. To support the report, various types of information and secondary data are collected. Finally, a business strategy will be proposed. To begin with, Treasury Wine Estates (TWE) is the second largest wine company in Australia operating all over the world. However, their main markets in developed countries are already saturated, therefore the firm may have to find a new market. The sales in Asian emerging markets have increased consistently and Vietnam also might be an attractive wine market. There are several reasons. For example, Vietnam has more than 90 million populations where majority of people are young generation with purchasing desire. Also, the country has been developing rapidly. In addition, their preference is shifting toward to Western style. To conclude, as has been mentioned, there are also certain positive possibilities in Vietnam. As a result, Vietnam is assessed as a beneficial market for the firm.

Contents
1. Cover Page………………………………………………………………..….……….….1 2. Executive Summary…………………………………………….…….…….………….2 3. Content Page……………………………………………………………….….…….…..3 4. Introduction…………………………………………………………………………..….4 5. Methods used to collect and analyse data and information………………………5 6. Review of the current international business and economic environment……..5 7. Analysis of industry, product and its environment…………………………………6 8. Analysis of target country; economy, market and demand, trade policies and laws, culture and political environment………………………..8 9. Consideration of alternative entry strategies………………………………………14 10. Consideration of alternative ways of managing industry competition………..15 11. Most appropriate entry and competitive strategy………………………………..17 12. Conclusion and recommendation………………………………………...…………18 13. References……………………………………………………………………………...20

4.Introduction
This chapter provides a brief background of Treasury Wine Estates (TWE) and explain why TWE needs to carry out business in Vietnam.

Treasure Wine Estates (TWE) is one of the largest wine companies operating across the world. Although, the US and Europe are the main markets for the firm, business environment in those markets has been stagnant because of the current Europe debt crisis and depression. In contrast, most developing Asian countries’ economic is lively and its economy is likely to grow consistently. TWE has already entered several Asian markets such as China, Taiwan, Japan, Hong Kong, Thailand, Singapore and India and has been successful so far (TREASURY WINE ESTATES 2012).

Over the last few decades, Vietnam has been developing drastically. The country also has a great number of populations who are considerably young. Therefore, it might be the time to enter Vietnam to seek market possibilities. However, there may be some business risks as well. Thus, in this report, the possibilities and risks of Vietnamese wine market will be evaluated and proposed a business strategy.

5. Methods of analysis
This report is written to assess the Vietnamese market from various perspectives and suggest a tactic business strategy. PESTOL analysis is used to understand Vietnamese market such as economy, political environment, legal factors and market demand. Also, SWOT analysis will provide firm’s internal environment strength and weakness and external firm’s environment opportunities and threats. In addition to this, relevant secondary data which is within five years old, will be used to support over the report. Finally, most appropriate entry and competitive strategy will be suggested.

6. Current international business situation and economic environment
Since last a few...
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