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N U D I E
Merger that Failed.
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Guess What
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Nudie’s Product
100% pure fruit Juice
Expiration date : only 28 days (others - 6 months)
Naked Character
(Nothing but Oranges)
Friendly concepts
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Nudie’s Culture
FUN loving!
Energetic!
Dynamic!
Young!
Passionate!
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Nudie
Brief Info
Start up
2003 in Sydney
CEO
Tim Pethick
Growth history
First 2 years 35% ↑
Average 18% ↑
Fastest growing fruit juice company
Internalization
① Exporting to near nations : NZ, SG, HK
② merger with Pulp Juice
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Pulp Juice
Brief Info
Parent
Company
Richard Branson ‘s Signature Brands(SBL)
Branches
20 Juices bars in AU and NZ
75 bars in UAE, PA, SA, TU, EG.
Culture…(생략)
1. What were the advantages and disadvantages of Nudie’s strategy for internationalization What would you do differently
2. Geographic Proximity
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Fast export through airfreight
Disadvantages
No Localization
Airfreight Exports are expensive !
Lack of price strategy
No room for innovation
Difficult to gain market share
Nudie’s Internationalization
“Export to nearby countries who are culturally close”
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Nudie’s Internationalization
Recommendations !!!
Enter South-East Asian Market
Great Supplier of various kinds of Tropical Fruits + Cheap Price
One of the fastest emerging markets
Success in Singapore
Local Production Available
- Low Cost labor
- Fresh Fruit Supply
Other Forms of Foreign Entry
Strategic Alliance with local companies
Joint Venture with Major Players like Tipco (market leader in south east Asian market)
→ reduce the risk of being exposed to foreign local environment
→ localization of products
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2. Why did the merger between
Nudie and Pulp fail
What are the key characteristics
Which require specific attention
When contemplating a merg
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