Introduction
百加得有限公司是一家国际公司，是世界领先的酒类生产商之一。公司拥有自己的产品线扩大到糖酒饮料对于年轻的派对青少年贵，“成熟的饮酒者溢价”饮料。从几家大型白酒企业的并购中获得了多种产品。
本报告的目的是分析百加得有限公司的竞争地位，对其产品国际化的建议。它将包括一个描述，公司的竞争分析，根据潜在的市场选择分析（杵，SWOT）和产品进入到市场对进入方式的选择决策。
Bacardi Limited is an international firm that is one of the leading alcohol producers in the world. Company has expanded its product line from rum drinks for young, partying teens to expensive, “premium” drinks for sophisticated drinkers. The variety of products was gained from merges of several large liquor companies.
The purpose of this report is to analyze Bacardi Limited competition position and give recommendations on internationalising its products. It will include a description, competitive analysis of the company, analysis based on choice of potential market (PESTLE, SWOT) and product to enter with into the market with decision making on the choice of mode of entry.
1. Description of company
百加得有限公司是世界上最大的民营烈酒公司。其总部在百慕大群岛和一些运营子公司遍布全球，百加得生产、市场和销售多种国际公认的精神如百加得朗姆酒，灰雁伏特加，杜瓦瓶的威士忌，孟买蓝宝石金酒，卡萨多雷龙舌兰多（百加得有限公司，2009）。
本公司录得53亿3470万7000美元的收入，截至3月2009财政年度（2009年）。公司的营业利润为10亿7100万美元，在2008财年，2007财年增加12.9%以上，但在2009年下降了4%。净利润是8亿500万美元，年比增长1%，2008。
百加得目前在110个不同的全球市场与销售在北美洲消费税少了39%，在欧洲的销售税减少51%，中东和非洲，10%的销售税少美国在拉丁美洲和亚太地区的2009财年（2009百加得有限公司年度报告）。
BACARDI Limited is the world's largest privately held spirits company. With its headquarters in Bermuda and several operating subsidiaries around the world, BACARDI produces, markets and distributes a variety of internationally recognized spirits such as BACARDI rum, GRAY GOOSE vodka, DEWAR'S scotch whiskey, BOMBAY SAPPHIRE gin, CAZADORES tequila and many more (Bacardi Limited, 2009).
The company recorded revenues of $5,334.707 million during the fiscal year ended March 2009 (FY2009). The operating profit of the company was $1,071 million during FY2008, an increase of 12.9% over FY2007, however it dropped 4% during the FY2009. The net profit was $805 million in FY2009, an increase of 1% over FY2008.
Bacardi currently operates in 110 different markets worldwide with the 39% of sales less excise taxes in North America, 51% of sales less excise taxes in Europe, Middle East and Africa, 10% of sales less excise taxes in Latin America and Asia Pacific for Fiscal 2009 (Bacardi limited Annual Report, 2009).
Barriers to entry
The spirits industry is highly competitive business, where the major global spirits producers hold approximately 60% of the market share. There are often new entrants into the market as it is relatively inexpensive to enter the spirit market but the larger companies such as Diageo and Bacardi which already have established brand identities make it difficult for the smaller companies to succeed within the market place. So hence it would be fair to say that in this industry innovation plays a vital role. Even though not all the new innovations always succeed, the multinationals still hold the advantage of higher potential to invest large amounts of money into the market (ICAP, 2006).
Threat of substitutes
Bacardi has a range of non alcoholic drinks which is not included in its portfolio: beer, wine, cider and even non alcoholic drinks which could be a potential threat to Bacardi's market share. Apart from the market rivals, the growing health awareness continues to have a negative impact on alcohol consumption and hence affects the alcohol market on the whole.
* “Healthier” types of drinks: low-alcohol and non-alcoholic beer, reduced-sugar, low-alcohol products such as wine with a lower ABV, beauty alcoholic drinks, added Fibre Beer.
* Rising obesity means consumers more aware 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, peach, pomegranate and grapefruit were popular flavor launches in 2006 and 2007 (Euromonitor, 2008a).
* Energy and soft drinks: Red Bull, Burn
* Traditional drinks: Chinese liquor, or baijiu.
