Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Strategy in the Making A Case Study Part 2

Strategy in the Making A Case Study Part 2 The second part of a case study of the marketing strategy of International Distillers & Vintners UK Limited, the first part of which was published in Vol. 3 No. 1 of this journal. A wideranging and detailed description is given of the company's success factors, strategic direction, brand strategies, new brand developments, acquisitions and disposals. An assessment of the lessons and achievements of the company's strategy and an action checklist for strategic planning is provided. The conclusion is that one of the smallest top management teams in the business has quadrupled the company's profits within seven years by creating a strategic blueprint for the rest of the industry to follow, with its emphasis on concentrating management time and attention on premium brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Marketing Emerald Publishing

Strategy in the Making A Case Study Part 2

Espey, James
International Journal of Wine Marketing , Volume 3 (2): 42 – Feb 1, 1991
Download PDF
42 pages

Loading next page...
 
/lp/emerald-publishing/strategy-in-the-making-a-case-study-part-2-jL33z3LXhn
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0954-7541
DOI
10.1108/eb017574
Publisher site
See Article on Publisher Site

Abstract

The second part of a case study of the marketing strategy of International Distillers & Vintners UK Limited, the first part of which was published in Vol. 3 No. 1 of this journal. A wideranging and detailed description is given of the company's success factors, strategic direction, brand strategies, new brand developments, acquisitions and disposals. An assessment of the lessons and achievements of the company's strategy and an action checklist for strategic planning is provided. The conclusion is that one of the smallest top management teams in the business has quadrupled the company's profits within seven years by creating a strategic blueprint for the rest of the industry to follow, with its emphasis on concentrating management time and attention on premium brands.

Journal

International Journal of Wine Marketing – Emerald Publishing

Published: Feb 1, 1991

There are no references for this article.