Posted: December 29th, 2015
You are employed by a consulting company. Your company has been recently approached by Kraft Foods Group that is looking for new business opportunities overseas. One option that has been suggested to a board of directors is wine industry in Greece. Your task is to evaluate the attractiveness of this industry. You are required therefore to carry out the necessary research to construct an analysis of the overall competitiveness and investment attractiveness of the Greek wine industry. You should use a range of published sources of information in this task, such as books, academic journals, periodicals, web resources and relevant databases.
Part 1: Porter’s National Diamond Analysis (60 marks)
Apply the extended version of Porter’s National Diamond (PND) model to the Greek wine industry.
Part 2: Market Entry Strategy (20 marks)
Based on your research and analysis of the country’s institutional environment, discuss the advantages, appropriateness and limitations of using Foreign Direct Investment (FDI) as an entry strategy to Greece. You need to provide clear recommendations.
Part 3: Contemporary Management Issues (20 marks)
Discuss TWO key management issues that are identified in your analysis (Part 1 and Part 2) that should be taken into account before starting operations in the Greek wine industry.
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