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Château Ksara of Lebanon: Local Focus Versus Global Reach Trade-Off
內容大綱
In December 2016, the chief executive officer (CEO) of Château Ksara, the largest and most renowned wine producer in Lebanon, was analyzing the company’s sales volume and product availability around Lebanon. To the CEO’s surprise, a popular fine dining establishment in the city did not include any of Château Ksara’s wines. Frustrated, he started wondering what could have been the reasons for the omission. Was the quality of wine giving competitors an edge in selling their brands? What position did Château Ksara currently hold within the wine brand landscape in its own country? How could Château Ksara add value to, and maintain profitable relationships with, its distribution channel partners?
學習目標
This case is intended for undergraduate and graduate students in management, strategic management, and international business courses. Students are given the opportunity to analyze a company’s strategic place in the market relative to its competitors and assess its view by customers. After completion of this case, students will be able to<ul><li>evaluate a company’s vision and mission;</li><li>understand and analyze macro-environmental factors and their impacts on the company;</li><li>determine the competitive intensity, as well as the attractiveness, of the industry and identify viable growth strategies;</li><li>conduct a comprehensive strengths, weaknesses, opportunities, and threats (SWOT) analysis of the company, and develop alternatives for decision-making; and</li><li>learn a comprehensive problem-solving approach from issue identification to solution.</li></ul>