Harvard Case - Chene Bleu: Caught in the Trade Tariff Crossfire
"Chene Bleu: Caught in the Trade Tariff Crossfire" Harvard business case study is written by Dante Roscini, Elena Corsi, Daniela Beyersdorfer. It deals with the challenges in the field of Business & Government Relations. The case study is 33 page(s) long and it was first published on : Nov 22, 2022
At Fern Fort University, we recommend Chene Bleu adopt a multi-pronged strategy to navigate the trade tariff crossfire. This strategy focuses on diversifying its supply chain, exploring alternative markets, and engaging in proactive lobbying efforts to mitigate the impact of trade policy changes.
2. Background
Chene Bleu, a French wine producer, faces a significant challenge due to the imposition of tariffs on French wines by the US government. This action, a response to a trade dispute between the EU and the US, has resulted in a sharp increase in the cost of exporting French wines to the US, impacting Chene Bleu's profitability and market share.
The case study highlights the vulnerability of businesses operating in a globalized market, subject to the influence of international trade policies and political dynamics. Chene Bleu's situation exemplifies the complexities of international business, where factors like government policy and regulation, trade, and politics significantly impact operations.
3. Analysis of the Case Study
The case study can be analyzed through the lens of competitive strategy and international business.
Competitive Strategy:
- Porter's Five Forces: The case highlights the impact of competitive forces on Chene Bleu. The increased tariffs create a significant threat from substitute products (American wines) and new entrants (other wine producers willing to enter the US market at lower prices).
- Competitive Advantage: Chene Bleu's competitive advantage lies in its high-quality wines and established brand reputation. However, the tariffs threaten to erode this advantage, making it difficult to maintain premium pricing in the US market.
International Business:
- Globalization: The case demonstrates the challenges of globalization, where businesses are exposed to the risks of trade policies and political instability. The US-EU trade dispute highlights the impact of international relations on business operations.
- Foreign Investment: Chene Bleu's situation underscores the importance of foreign investment for businesses seeking to expand internationally. The tariffs create uncertainty and discourage investment in the US market, impacting Chene Bleu's growth potential.
4. Recommendations
Short-Term:
- Diversify Supply Chain: Chene Bleu should explore alternative markets for its wines, reducing its dependence on the US market. This could involve expanding sales to other countries with strong wine markets, such as Canada, China, or Japan.
- Price Adjustments: While maintaining quality, Chene Bleu needs to consider adjusting its pricing strategy to remain competitive in the US market. This could involve offering discounts or promotions to offset the tariff burden.
- Marketing Strategies: Chene Bleu should focus on highlighting its unique selling proposition (USP) and emphasizing the value of its wines to US consumers. This could involve emphasizing the quality, heritage, and craftsmanship associated with French wines.
Long-Term:
- Lobbying Efforts: Chene Bleu should engage in business and government relations by lobbying the French government to advocate for the removal of tariffs or to negotiate favorable trade agreements with the US.
- Strategic Partnerships: Chene Bleu could consider forming strategic partnerships with US-based distributors or retailers to leverage their existing distribution networks and minimize the impact of tariffs.
- Innovation and Product Development: Chene Bleu should invest in innovation and product development to create new products or variations that cater to specific US consumer preferences. This could involve introducing new wine blends, exploring different grape varieties, or developing unique packaging formats.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations focus on leveraging Chene Bleu's existing strengths, such as its quality wines and brand reputation, while adapting to the changing market environment.
- External Customers and Internal Clients: The recommendations aim to maintain customer satisfaction by minimizing price increases and exploring alternative markets.
- Competitors: The recommendations address the threats posed by competitors by diversifying markets, adjusting pricing, and investing in innovation.
- Attractiveness: The recommendations are expected to improve Chene Bleu's profitability and market share in the long term by reducing dependence on the US market and exploring new growth opportunities.
6. Conclusion
Chene Bleu faces a challenging situation but has the potential to navigate the trade tariff crossfire by adopting a proactive and strategic approach. By diversifying its supply chain, exploring alternative markets, and engaging in lobbying efforts, Chene Bleu can mitigate the impact of the tariffs and maintain its long-term growth trajectory.
7. Discussion
Alternative options include:
- Relocating production: This could involve establishing a production facility in the US to avoid tariffs. However, this option is costly and complex, and it may not be feasible in the short term.
- Exiting the US market: This option would minimize the impact of the tariffs but would result in a significant loss of market share and revenue.
Risks and Key Assumptions:
- Trade policy uncertainty: The US-EU trade dispute could escalate, leading to further tariffs or other trade barriers.
- Consumer preferences: US consumers may shift their preferences towards American wines, reducing demand for French wines.
- Competition: Competitors may take advantage of the situation by offering lower prices or expanding their market share.
8. Next Steps
- Immediate Action: Chene Bleu should immediately begin exploring alternative markets and adjusting its pricing strategy.
- Lobbying Efforts: Chene Bleu should initiate lobbying efforts to advocate for the removal of tariffs or to negotiate favorable trade agreements.
- Strategic Partnerships: Chene Bleu should begin exploring potential strategic partnerships with US-based distributors or retailers.
- Innovation and Product Development: Chene Bleu should invest in research and development to create new products or variations that cater to US consumer preferences.
By taking these steps, Chene Bleu can position itself for success in the long term, even in the face of challenging trade policies.
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Case Description
A French wine estate faced a 25% tariff on its U.S. exports following a multi-decade-long EU-U.S. trade dispute in the aerospace industry.
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