Diageo-Marketing Case Study Example | Topics and Well Written Essays - 2750 words

Diageo-Marketing - Case Study Example The firm has distilleries in Europe and North America. Allied Domecq's retail operations include the Baskin-Robbins, Dunkin' Donuts, and Togo's Eateries franchises. Allied was acquired by Pernod Ricard in 2005. (Source from website: http://www.hoovers.com/allied-domecq/--ID__50001--/free-co-factsheet.xhtml) Constellation Brands: The Company makes and distributes about 200 brands of beer, wine, and spirits in the US and the UK. Its Constellation Wines division is the global leader in wine sales, offering brands such as Almaden, Banrock Station, Hardys, Inglenook, Vendange, and Arbor Mist. Constellation also makes premium wines including Estancia, Ravenswood, and Simi. Constellation Brands imports beers such as Corona and Tsingtao, markets distilled spirits such as Fleishmann's and Barton, and produces and distributes cider, wine, and bottled water in the UK. (Source from website http://www.hoovers.com/constellation-brands/--ID__11800--/free-co-factsheet.xhtml) Fortune Brands: The holding company is a leading US producer and distributor of distilled spirits (Jim Beam, DeKuyper, Knob Creek, Absolut) and golf equipment (Titleist, Cobra, FootJoy, Pinnacle). Bacardi, Adolph Coors, Carlsberg, Fosters, SABMiller and Pernod Ricard. It also has a diversified non-alcoholic product mix and has added former Allied Domecq brands Sauza, Courvoisier, Canadian Club, and Clos du Bois to its fold. (Source from website: http://www.hoovers.com/fortune-brands/--ID__10075--/free-co-factsheet.xhtml) Data from website: http://www.diageo.com/NR/rdonlyres/E8BFE3FB-B7D8-461B-8E27-4D8449A1C350/0/DiageoFactSheet2006.pdf. Diageo is the leader in terms of revenues and global market share. In 2005, had a market share... This essay describes the Diageo company, that is a very well-known brand globally and markets all over the world that includes including Great Britain, Ireland, United States, Canada, Spain, Italy, Africa, Latin America, Australia, India and the Caribbean. It is stated by the researcher that Diageo is the world's leading premium drinks business with an outstanding collection of alcohol beverage brands across spirits, wine and beer categories. These brands include: Smirnoff, Johnnie Walker, Guinness, Baileys, J&B, Captain Morgan, Cuervo, Tanqueray, Crown Royal and Beaulieu Vineyard and Sterling Vineyards wines. The researcher then analyzes different marketing strategies that were used by the company, as well as discusses the analysis of the Diageo's competitors. This essay also provides the reader with PEST Analysis and SWOT analysis on the topic, discussing the topic of strengths and weaknesses and opportunities of the company as well as it's technological, social, political and cult ural aspects. In addition, the researcher provides his own recommendations on the topic and concluds that Diageo has always been in tune with the dynamic environment and has been able to strategize accordingly. This has made it a success story and a created a place for itself in the alcoholic beverage industry which is open to numerous sensitive and volatile issues. Selective acquisitions to support brand growth, on-going innovation and customer focus strategies will continue take Diageo on the path to success.