Glenmeadie, a Scottish Whiskey Maker: Case Study
Contents
Glenmeadie
The key issue addressed in the case study “What serves the consumer best?” revolves around Glenmeadie, a Scottish whiskey maker, having to decide whether to continue investing profoundly into the business’ front end or to reallocate investments to product innovation. Glenmeadie’s products have been singled out for numerous gold medals around the world. Pushing a competitive edge in customer interactions and services they now pursue a boost in general market shares.
Ewan’s (Marketing Director) goal is increased market shares in already established markets, Ellis (Master Distiller) wants to sustain market share to predict future demand from his production, and Bob (Division President) is pressured to present increased Shareholder Value to Worldwide Spirits for future promotion. Throughout the article several issues are raised, J. F. Rayport highlights that the problems are ‘political, not practical’ (Nunes & Driggs, October 2006, p46), whilst D. Herman emphasises the direct marketing to customers, ‘How many times must they hear from a company in a single year’ (Nunes & Driggs, October 2006, p44). The most concerning issue identified is the lack of a clear mission statement in their marketing strategy.
Assuming that Worldwide Spirits’ acquisition of Glenmeadie is based on corporate strategy to merge them into their whiskey division as a ‘tuck-in acquisition’ (Investopedia, 2012), Glenmeadie’s vision and strategy remains unclear.
The Tobacco Industry
Mission Statement & Corporate Strategy
While the tobacco industry is covered with countless brands, similar to the liquor industry, there is clear dominance of ownership spread on a low number of companies. Only seven corporations hold major shares on the global tobacco market (‘Appendix C’), containing ‘cigarettes’, ‘snus and snuff’, ‘cigars’ and ‘chewing tobacco’ among others.
Swedish Match’s mission statement revolves around becoming ‘the global smokefree leader’
Glenmeadie
The key issue addressed in the case study “What serves the consumer best?” revolves around Glenmeadie, a Scottish whiskey maker, having to decide whether to continue investing profoundly into the business’ front end or to reallocate investments to product innovation. Glenmeadie’s products have been singled out for numerous gold medals around the world. Pushing a competitive edge in customer interactions and services they now pursue a boost in general market shares.
Ewan’s (Marketing Director) goal is increased market shares in already established markets, Ellis (Master Distiller) wants to sustain market share to predict future demand from his production, and Bob (Division President) is pressured to present increased Shareholder Value to Worldwide Spirits for future promotion. Throughout the article several issues are raised, J. F. Rayport highlights that the problems are ‘political, not practical’ (Nunes & Driggs, October 2006, p46), whilst D. Herman emphasises the direct marketing to customers, ‘How many times must they hear from a company in a single year’ (Nunes & Driggs, October 2006, p44). The most concerning issue identified is the lack of a clear mission statement in their marketing strategy.
Assuming that Worldwide Spirits’ acquisition of Glenmeadie is based on corporate strategy to merge them into their whiskey division as a ‘tuck-in acquisition’ (Investopedia, 2012), Glenmeadie’s vision and strategy remains unclear.
The Tobacco Industry
Mission Statement & Corporate Strategy
While the tobacco industry is covered with countless brands, similar to the liquor industry, there is clear dominance of ownership spread on a low number of companies. Only seven corporations hold major shares on the global tobacco market (‘Appendix C’), containing ‘cigarettes’, ‘snus and snuff’, ‘cigars’ and ‘chewing tobacco’ among others.
Swedish Match’s mission statement revolves around becoming ‘the global smokefree leader’
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