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Bacardi Limited


Bacardi Limited is an international house that is one of the taking intoxicant manufacturers in the universe. Company has expanded its merchandise line from rum drinks for immature, partying teens to expensive, “premium” drinks for sophisticated drinkers. The assortment of merchandises was gained from merges of several big spirits companies.

The intent of this study is to analyse Bacardi Limited competition place and give recommendations on internationalizing its merchandises. It will include a description, competitory analysis of the company, analysis based on pick of possible market ( PESTLE, SWOT ) and merchandise to come in with into the market with determination doing on the pick of manner of entry.

1. Description of company

BACARDI Limited is the universe ‘s largest in private held liquors company. With its central offices in Bermuda and several runing subordinates around the universe, BACARDI produces, markets and distributes a assortment of internationally recognized liquors such as BACARDI rum, GRAY GOOSE vodka, DEWAR ‘S score whisky, BOMBAY SAPPHIRE gin, CAZADORES tequila and many more ( Bacardi Limited, 2009 ) .

The company recorded grosss of $ 5,334.707 million during the financial twelvemonth ended March 2009 ( FY2009 ) . The operating net income of the company was $ 1,071 million during FY2008, an addition of 12.9 % over FY2007, nevertheless it dropped 4 % during the FY2009. The net net income was $ 805 million in FY2009, an addition of 1 % over FY2008.

Bacardi presently operates in 110 different markets worldwide with the 39 % of gross revenues less excise revenue enhancements in North America, 51 % of gross revenues less excise revenue enhancements in Europe, Middle East and Africa, 10 % of gross revenues less excise revenue enhancements in Latin America and Asia Pacific for Fiscal 2009 ( Bacardi limited Annual Report, 2009 ) .

Barriers to entry

The liquors industry is extremely competitory concern, where the major planetary liquor manufacturers hold about 60 % of the market portion. There are frequently new entrants into the market as it is comparatively cheap to come in the spirit market but the larger companies such as Diageo and Bacardi which already have established trade name individualities make it hard for the smaller companies to win within the market topographic point. So hence it would be just to state that in this industry invention plays a critical function. Even though non all the new inventions ever win, the multinationals still hold the advantage of higher potency to put big sums of money into the market ( ICAP, 2006 ) .

Menace of replacements

Bacardi has a scope of non alcoholic drinks which is non included in its portfolio: beer, vino, cyder and even non alcoholic drinks which could be a possible menace to Bacardi ‘s market portion. Apart from the market challengers, the turning wellness consciousness continues to hold a negative impact on intoxicant ingestion and hence affects the intoxicant market on the whole.

* “Healthier” types of drinks: low-alcohol and non-alcoholic beer, reduced-sugar, low-alcohol merchandises such as vino with a lower ABV, beauty alcoholic drinks, added Fibre Beer.

* Rising fleshiness means consumers more cognizant of Calorie content of alcoholic drinks: Light, Low-calorie and Low-carbohydrate beer, soy-based carbohydrate-and gluten-free vodka. Alcoholic drinks with flavor extensions: Pear, Prunus persica, Punica granatum and Citrus paradisi were popular spirit launches in 2006 and 2007 ( Euromonitor, 2008a ) .

* Energy and soft drinks: Red Bull, Burn

* Traditional drinks: Chinese spirits, or baijiu.

Dickering power of purchasers

Bacardi s merchandises present in assorted topographic points around the universe. Bacardi has comparatively strong power over the retail merchants because of trade name consciousness and the high quality of the merchandises. Most of trade names in Bacardi ‘s portfolio are well-known therefore end-customer will decidedly look for them. Since the economic state of affairs is acquiring better and better after recent recession, client will hold more purchasing power and Bacardi will probably to derive benefit from it. However, company to a great extent driven by consumer penchant and gustatory sensations, which is different from state to state.

Dickering power of providers

The bargaining power of the providers within the industry is comparatively little. For illustration, in the instance of Bacardi, the production depends upon the handiness of sugar cane, molasses, barley, wine grapes etc. hence any alteration in monetary values of these natural stuffs effects the monetary value of the spirit ( Purwanto, 2009 ) . However dickering power of providers within the intoxicant industry would be comparatively little: there are replacements for what provider group provides. Fully-owned operation is its most popular method and is prevailing in all Bacardi ‘s major markets. The company operates 27 production installations, including bottling, condensing and fabrication installations, located in 17 states including Puerto Rico, Scotland, Italy, France, Spain, Germany and Mexico ( Bacardi limited Annual Report, 2009 ) .


Bacardi is the universe ‘s 6th biggest liquors company and universe ‘s 3rd largest international company, behind Diageo and Pernod Ricard ( Exhibit 1 ) , with about 2 % of planetary volume gross revenues in 2007 ( Euromonitor, 2009a ) .

Harmonizing to Euromonitor ( 2009a ) study the company is confronting high force per unit area from all sides, as if comparison to its two chief challengers Diageo and Pernod Ricard, Bacardi has under-performed in growing footings in both organic and inorganic footings over the 2002-2007 period.

Company ‘s hapless public presentation has meant that its planetary volumes were less than half both Diageo and Pernod Ricard in 2007. The company achieved growing of 15 % over the 2002-2007 period, compared to Diageo ‘s 22 % and Pernod Ricard ‘s 84 % , from much high 2002 volume growing.

Beginning: Euromonitor, 2008b. Global Alcoholic Drinks: Buying and Winning Share in Global Spirits 2008 25 P

Mission of Bacardi is distribution its portfolio of international trade names to merchandise clients and consumers all over the universe. As it is a major manufacturer of distilled spiritss, the ends of the company seem logical: to spread out the gross revenues of the merchandises internationally is the end of most mainstream companies, and to spread out the merchandise line successfully is to spread out the net income. Besides from the competitory analysis it can be seen the company ‘s hapless public presentation compared to its rivals, which is besides drive to farther internationalization ( Bacardi Limited, 2007 ) .

2. Analysis on pick of entry state.

Prior to doing a pick of entry state, it was required to analyze bing markets and expression at other possible markets every bit good.

Chiefly, Bacardi ‘s chief focal point is on developed economic systems as 76 % of volume gross revenues were from North America and Western Europe, where expected growing in these markets is CAGR of 1 % and 0 % severally over 2008-2013.

Sing Bacardi has merely 10 % of its volumes gross revenues in other markets combined, it is losing out on chances to turn its non rum trade names.

Second, Bacardi ‘s over trust on rum which accounts for 60 % of its planetary volume gross revenues in 2007, reveals a major defect as white rum is being outperformed by dark rum in all markets. And where white rum market is turning, the trade name has reached impregnation point.

To retrieve market portion, Bacardi should see growing in emerging economic systems as many Bacardi ‘s trade names are expected to turn in these markets. For case, Chinese and Thai markets are expected to turn by 24 million liters and 11 million liters severally in blended Scotch whisky over 2008-2013. In India, expected growing of vodka and rum is about 71 and 56 million liters severally.

There is possible growing of blended Scotch whisky, Cognac, premium vodka and tequila in the Russian market, whereas in Brazil, vodka and blended Scotch whisky have strong growing chances. ( Euromonitor, 2009 )

Bacardi should concentrate its attending in BRIC states viz. Brazil, Russia, India and China. The reason for this attack are the undermentioned grounds: these states account for 43 % of universe ‘s population

Show existent growing chances in the close hereafter i.e. 5-20 old ages as compared to developed economic systems ( Exhibit 2 ) .

Chinese economic system will likely catch both UK and German economic systems by twelvemonth 2015 and outlook is that it will present around 1 billion new consumers over the following one-fourth of a century

Cardinal advantage of BRIC states is that, as they develop, money filters down to the general population, which in bend additions their buying power. ( Ltd, 2009 )

Beginning? ?

With respects to replying which state within the BRIC should Bacardi invest in, the informations of merchandises in Bacardi ‘s portfolio will analyse ( Appendix A ) . After consideration, we cerebrate that Chinese market looks the most promising for investing as it has the largest market size and its predicted growing rate is around 24.8 % from 2008-2013 which makes its volume growing two times the size of India, which comes in 2nd ( Dash, 2007 ) .

To further analyze the concern environment and the market for liquors in China, PESTLE analysis is done:


The China ‘s accession to WTO brought approximately many alterations to the concern environment. It is sing outlining a level revenue enhancement rate of 25-28 % , irrespective of the company being foreign or domestic. China is sing cut downing revenue enhancement on its in-between category to better ingestion. Recent success of Chinese IZ policy and inducements has resulted in monolithic influxs of FDI ( China-Britain Business Council, 2009a ) .


* Turning yearly at 10 % Chinese economic system is the 2nd largest worldwide. Typically, Chinese outgo is 20-30 % lower than India and immune to pay rising prices and worker turnover ( Devott, 2009 ) .

* Expected growing of 5 % between 2008 and 2013 ( Euromonitor, 2009b ) .

* Disposable income is lifting in the in-between income group, though this does n’t conceal the implicit in income inequality.

* China employs a progressive revenue enhancement system which advances with income from 5 to 45 % . Accounting for 12 % of planetary disbursement, Chinese elite still let themselves to fling on luxury points ( Euromonitor, 2009c ) .

* Buying of premium liquors will go on increasing during the prognosis period, with bubbly, score and Cognac in high demands.

* Monetary values increased significantly up to 9 % largely due to companies increasing their merchandise pricing ( Euromonitor, 2009c ) .


* 250 million Chinese in-between category is increasing going trade name cognizant ( UK tendency & A ; Investment, 2007 ) .

* Increasingly, consumers are paying attending to the wellness consciousness. Hence drinks with low Calorie and intoxicant content are the chief merchandising point.

* Demographically being the largest market in the universe with 1.3 billion consumers ( China entree, 2009 ) .

* The addition in pubs and bars contributes to the popularity of foreign alcoholic drinks like Cognac, whiskey and rum ( Euromonitor, 2009d ) .

* Chinese consumer prefers endowing premium trade names of both Chinese every bit good as foreign intoxicant as ideal gifts for household and friends, with an purpose to foreground their generousness and economic position ( Euromonitor, 2009b ) .


* Rapid urbanization has led to major betterments in transit substructure ( UK tendency & A ; Investment, 2007 )

* Regulations are imposed on alcoholic drinks advertizements on telecastings and wirelesss ( Euromonitor, 2009d ) .


There are many legal demands in get downing an endeavor in China, chiefly obtaining an authorised concern license. After that there are nine more authorities organic structures with which the company must register. Assorted locations have differing policies. It normally takes around 3-12 months to put up concern in China ( China-Britain Business Council, 2009b ) .

Though there is no statute law implementing the legal imbibing age, alcoholic drinks are non allowed to be sold to persons below the age18.

Tax and Duty Levies on Alcoholic Drinks: alcoholic drinks and intoxicant white liquors made from cereal – 25 % , white liquors made from murphies – 15 % , xanthous liquors – 240 yuan per metric ton, beer – 220 yuan per metric ton, other alcoholic drinks – 10 % , intoxicant – 5 % .

For telecasting advertisement, no more than two advertizements for alcoholic drinks are allowed on any channel between 19.00hrs and 21.00hrs, and no more than 10 are permitted per twenty-four hours. Besides, Television channels may non demo than two advertizements for alcoholic drinks in an hr. ( Euromonitor, 2009d ) .


Chinese authorities is concentrating on pulling FDI in environmental sector, with accent on pollution control and H2O resources direction ( UK tendency & A ; Investment. 2007 ) .

However, chief hazards and uncertainness factors in Chinese intoxicant market besides should non be ignored, even market looks attractive: economic crisis, which has a greater impact on high-end merchandises, in our instance, our premium liquors trade names ; natural catastrophes ( temblors and inundation ) might damage industry sites.

Choice of merchandise

Before come ining into Chinese market it is crucially of import to acknowledge which merchandise or line of merchandises should be produced. Model for pick of merchandises was prepared based on secondary information from Euromonitor ( 2009a,2009b, 2009d ) .

Harmonizing to a model for pick of merchandises ( Gupta, 2004 ) , after sing the needed grade of local version and the expected final payments in the Chinese spirit market the most attractive merchandise for internationalisation in China is a baijiu, a “white liquor” , which is the most popular local spirit in China and the universe ‘s best merchandising spirit by volume.

Choice of location

The troubles for foreign manufacturers looking to come in the market are presented by a huge size and range of Chinese market. For analysing all parts SWOT analysis was done for Bacardi ( Leu, 2007 ) :

The entry procedure from analysis on parts in China ( SWOT analysis ) shows that Southwest and Central parts are the most appropriate location to get down concern: high demand on baijiu drinks, local liquors penchants, good transit webs and low attempts of menaces compared to other parts.

Choice of manner of entry

Chinese spirit market by PESTLE analysis is shown as a immense market with strong local and foreign rivals ; with unfamiliar penchants for Bacardi limited hence joint venture ( JV ) has advantages over acquisition. Even a chief disadvantage of organizing a JV is that spouse portions the net incomes of the concern, but the downside of acquisition method is worse than that since non merely a important capitalization cost is inevitable, but it besides requires Bacardi ‘s ain attempts to construct up a complex Chinese market cognition and supply concatenation system which will be a very clip devouring procedure and the opportunity of stoping up failure is likely to happen. JV permits houses to portion come ining market ‘s costs and hazards, allows rapid entree to local know-how, and gives directors the flexibleness to react more rapidly to dynamic planetary competition, besides allows houses to take advantage of the Chinese spouse ‘s local cognition, to utilize distribution channels ( Gupta, 2004 ) .

JV doubtless keeps the velocity of entry to high degree which is really of import, as Bacardi is losing its prima place every twelvemonth among rivals ( Euromonitor, 2009a ) . To sum up, a greenfield scheme is non preferred to Bacardi limited and for the ground that Bacardi presently does non hold baijiu merchandise in its portfolio, licensing besides is non available as a manner of entry.

Due to the fact that more than 18,000 baijiu manufacturers are bing in China ( Yang, 2009 ) , the largest company should outdo suit with the graduated table of Bacardi company. Joining forces with strongest Chinese spouse will non merely be good for the company to sell straight to every part of Chinese domestic market by the used of its superior bing distribution web and relationship with local retail merchant. It besides enables Bacardi to comprehend rapidly the deductions of promoting, selling and to understand Chinese civilization and wonts in each peculiar part. Furthermore, Bacardi will acquire know-how of the procedure to bring forth premium baijiu merchandise, therefore widen its portfolio further in the country of liquors in which absolutely match with the company ‘s chief focal point.

Tables on Company Shares of Spirits by National Brand Owner 2003-2007 and Company Shares of Spirits by Global Brand Owner 2003-2007 in Chinese spirit market ( Appendix C ) show Sichuan Yibin Wuliangye Company Limited is the taking company in liquors in China, with 2 % of volume gross revenues in 2007 ( Euromonitor, 2009e ) and with 1.8 % Company Shares of Spirits by National Brand Owner 2007. The company supplies the local market from in state, with about all merchandises of Wuliangye Group Co Ltd being produced in Yibin, Sichuan.

After all analyses and sing assessed features, the determination was made that the best method to come in to Chinese market for Bacardi Company is to administering its trade names with baijiu merchandise through joint venture ( JV ) understanding with Wuliangye Yibin Company Limited while Bacardi possess the commanding interest. As Wuliangye Yibin Company ‘s trade name is well-known in China, Bacardi ‘s trade name is more celebrated as an international trade name, which appears as the 3rd topographic point in the universe ‘s most powerful liquors & A ; wine trade names 2008 study ( Intangible concern, 2009 ) , the 2nd topographic point as The Strongest Brand by Brand Score and as The Most Powerful Brand by Share of Market. Therefore it is recommended to utilize the bing trade name for this premium baijiu merchandise and every merchandise subsequently on in this JV. Making this is non merely reflecting the primary nonsubjective why Bacardi make an investing in China but besides it helps beef up Bacardi trade name consciousness in the Chinese client head. In this manner, all other merchandises from Bacardi will besides have the benefit from this attempt.

While Bacardi concentrates on selling premium baijiu merchandise with its JV spouse, it can get cognition about the Chinese market and adjust their selling run consequently, which will assist them to optimally perforate the market and addition laterality for their merchandise portfolio.

After seting to the Chinese spirit market with premium Baijiu, it is suggested to utilize China as the base of production for spread outing into Asian-Pacific part. Subsequently to increase production of alcoholic merchandises, thereafter it is recommended to alter the manner of entry by either increasing a portion in the JV or get commanding interest in Yibin wuliangye distillery company.

Decision efficiency

This study introduces Bacardi ‘s current state of affairs in the universe market through the Porter ‘s five forces analysis. Analysis is done to happen a suited entry state and a scheme to get the better of its growing stagnancy. After intense survey of the prospected mark, it was decided to come in the Chinese market which has the largest market size and good growing rate in the liquors industry. To add up, China is considered as a gateway to Asian-Pacific market, which is strategically of import for Bacardi limited. Understanding Chinese market is besides important before taking any actions, so PESTLE has been used. Since China is an tremendous state, SWOT analysis was done to happen an disposed part to get down concern.

Premium baijiu spirit was chosen as a most attractive merchandise harmonizing to the model of pick of merchandise. The recommendation on carry oning JV with Chinese domestic company – Yibin wuliangye distillery was done based on the PESTLE analysis and tendencies in Chinese spirit market.

The commanding portion of the JV with a Chinese domestic company will give an chance for Bacardi to perforate the Asiatic market.

Two chief restrictions need to be addressed here,

* foremost associating to the type and scope of informations used here, which is secondary informations. It is advisable that Bacardi should execute more research into marketing with updated information from both primary and secondary informations ;

* taking into history both hazard direction and other uncertainness factors, which many of them are non covered in this study, and could hold important impact in world to a concern ;

* in depth fiscal facets, the critical portion for the real-world investing, every bit good as rivals ‘ schemes were non included in this study. Retaliation from rivals against any motion in the market which have ignored in this study, should be considered in world. All in all, intensive feasibleness survey with the latest information is suggested before Bacardi makes any determination.

The 2nd restriction is related to its JV spouse. The inquiry to be answered is that whether Wuliangye yibin Company interested in making JV with Bacardi. It depends on many unmanageable factors for illustration the current state of affairs in the market, fiscal term of the company or the determination from CEO. Even if they agree to make JV, the dialogue procedure will necessitate to be focused to guarantee it meets both Bacardi ‘s and Wuliangye yibin ‘s outlooks. If Wuliangye yibin is non interested in this trade, Bacardi might hold to see the other Chinese local company alternatively.

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