Johnnie Walker - United Kingdom
Module: Economics and Business Environment Subject: Business Environment Academic Year: 2011/2012 Semester: 1st Lecturer: Assist. Prof. Mariana Murzova
Coursework On
JOHNNIE WALKER – United Kingdom
Submitted by : Dragomir Ralchev
Word count : 2342
Date: 31.10.2011
TABLE OF CONTENTS
1. INTRODUCTION 1.1. 1.2. 1.3. The inspiring story of Johnnie Walker – A Brand Was Born History of company’s development and marketing strategies Mission and aims PEST ANALYSIS 3 3 3 4 4 4 5 5 5 6 MICROENVIRONMENT 6 6 7 7 7 8 9
2. JOHNNIE WALKER IN THE UNITED KINGDOM 2.1 2.2 2.3 2.4 2.5 Political Factors Economic Factors Social and Cultural Factors Technological Factors Natural Factors
3. WHAT IS GOING ON IN THE COMPANY 3.1. 3.2. 3.3. 3.4. 3.5. Analysis of the Customers Analysis of the Employees Analysis of the Competitors Company Production
Marketing Strategies and Advertisement Main conclusions
4. SWOT ANALYSIS
2
1.
INTRODUCTION
“Keep walking”. Without a doubt, Johnnie Walker® is the world’s most famous scotch whiskey. The name “Johnnie Walker” is currently held by Diageo - global alcoholic beverages company.
1.1. The inspiring story of Johnnie Walker – A brand was born
The global icon in the beverages business was born in 1819 in a grocery store. Yes, in a grocery store. In the city of Kilmarnock, Scotland, the famous John “Johnnie” Walker decided to leave the family business and follow his entrepreneurial spirit. He became a grocer, trading various goods, especially tea. The interesting fact here is that at this time he was just 14 years old boy. His ability to blend tea leaves gave him the idea of blending grain and malt whiskies. With his eager he managed to create a smoother drink with high quality. After his death, his son Alexander Walker and his grandson Alexander Walker II, they were responsible for the future of the beverage. They were largely responsible have established the Scotch as a famous brand.
1.2. History of
Coursework On
JOHNNIE WALKER – United Kingdom
Submitted by : Dragomir Ralchev
Word count : 2342
Date: 31.10.2011
TABLE OF CONTENTS
1. INTRODUCTION 1.1. 1.2. 1.3. The inspiring story of Johnnie Walker – A Brand Was Born History of company’s development and marketing strategies Mission and aims PEST ANALYSIS 3 3 3 4 4 4 5 5 5 6 MICROENVIRONMENT 6 6 7 7 7 8 9
2. JOHNNIE WALKER IN THE UNITED KINGDOM 2.1 2.2 2.3 2.4 2.5 Political Factors Economic Factors Social and Cultural Factors Technological Factors Natural Factors
3. WHAT IS GOING ON IN THE COMPANY 3.1. 3.2. 3.3. 3.4. 3.5. Analysis of the Customers Analysis of the Employees Analysis of the Competitors Company Production
Marketing Strategies and Advertisement Main conclusions
4. SWOT ANALYSIS
2
1.
INTRODUCTION
“Keep walking”. Without a doubt, Johnnie Walker® is the world’s most famous scotch whiskey. The name “Johnnie Walker” is currently held by Diageo - global alcoholic beverages company.
1.1. The inspiring story of Johnnie Walker – A brand was born
The global icon in the beverages business was born in 1819 in a grocery store. Yes, in a grocery store. In the city of Kilmarnock, Scotland, the famous John “Johnnie” Walker decided to leave the family business and follow his entrepreneurial spirit. He became a grocer, trading various goods, especially tea. The interesting fact here is that at this time he was just 14 years old boy. His ability to blend tea leaves gave him the idea of blending grain and malt whiskies. With his eager he managed to create a smoother drink with high quality. After his death, his son Alexander Walker and his grandson Alexander Walker II, they were responsible for the future of the beverage. They were largely responsible have established the Scotch as a famous brand.
1.2. History of