Guinness Essay
ABSTRACT
This is a report investigating and analyzing main marketing activities of Guinness- Diageo. An examination of the organization's orientation was analysed, strengths, weaknesses, opportunities and threats peculiar to Guinness Diageo was reviewed in comparison with academic literatures. The competitive advantage Guinness Diageo has over its competitors was reviewed and the impact, positive and negative, of the organization's marketing mix was subsequently evaluated.
BACKGROUND OF DIAGEO
Diageo is the world's leading premium drinks business with an outstanding collection of international brands across spirits, wine and beer. Many of its brands have been around for generations, while some have been developed more recently to meet new consumer tastes and experiences. Trading in approximately 180 markets, Diageo employ over 20,000 talented people around the world. With offices in 80 countries, its manufacturing facilities across the globe including Great Britain, Ireland,
United States, Canada, Spain, Italy, Africa, Latin America, Australia, India and the Caribbean. Diageo is at the forefront of industry efforts to promote responsible drinking.
The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange
(DEO).its company values are listed below:
Acting sensitively with the highest standards of integrity and social responsibility, and as well to enjoy and benefit from diversity.
Constantly set high standards and then try hard to exceed them in other to be the best.
To seek and benefit from diverse people and perspectives and also to strive to create mutually fulfilling relationships and partnerships.
To carry out annual employee values survey in other to demonstrate how serious they are about company values
Being passionate about customers and consumers by constantly searching for new ideas that drive growth and spinning them across the company business.
The company's Strategy
Diageo business strategy is to
This is a report investigating and analyzing main marketing activities of Guinness- Diageo. An examination of the organization's orientation was analysed, strengths, weaknesses, opportunities and threats peculiar to Guinness Diageo was reviewed in comparison with academic literatures. The competitive advantage Guinness Diageo has over its competitors was reviewed and the impact, positive and negative, of the organization's marketing mix was subsequently evaluated.
BACKGROUND OF DIAGEO
Diageo is the world's leading premium drinks business with an outstanding collection of international brands across spirits, wine and beer. Many of its brands have been around for generations, while some have been developed more recently to meet new consumer tastes and experiences. Trading in approximately 180 markets, Diageo employ over 20,000 talented people around the world. With offices in 80 countries, its manufacturing facilities across the globe including Great Britain, Ireland,
United States, Canada, Spain, Italy, Africa, Latin America, Australia, India and the Caribbean. Diageo is at the forefront of industry efforts to promote responsible drinking.
The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange
(DEO).its company values are listed below:
Acting sensitively with the highest standards of integrity and social responsibility, and as well to enjoy and benefit from diversity.
Constantly set high standards and then try hard to exceed them in other to be the best.
To seek and benefit from diverse people and perspectives and also to strive to create mutually fulfilling relationships and partnerships.
To carry out annual employee values survey in other to demonstrate how serious they are about company values
Being passionate about customers and consumers by constantly searching for new ideas that drive growth and spinning them across the company business.
The company's Strategy
Diageo business strategy is to