Glenmeadie is a Scotch Whiskey distillery whose reputation of excellence comes from their long-term presence in the market and consistent delivery of quality products. Glenmeadie’s spririts have received several gold medals (7 just this season) in both national and international competitions. The company is now in the middle of a huge marketing campaign‚ organizing events in 25 cities and offering a new program (the Tastemakers programme) which has been medalled by Corporate Events‚ a magazine dedicated
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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.
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Introduction The case study is about the issues regarding the Scotch Whiskey firm‚ Glenmeadie. The Whiskey market is generally targeted at middle-aged consumers with a disposable income‚ as whiskey is considered as luxury product. The key issue in this case study lies upon which part Glenmeadie should invest more in product innovations or the front-end of its business. Glenmeadie is an accomplished Scotch Whiskey Company that proved its superior quality in the International Wine and Spirits Competition
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Marketing of Glenmeadie SWOT Analysis Strengths * Good company as their product is being sold internationally in 180 countries. * Offers apprenticeship to overseas students * History & Heritage: Glenmeadie Castle‚ home of the company’s distillation and storerooms for nearly a century and a half * Organise events for tasting of their whisky Weaknesses * Customers are with them for a short amount of time and not there loyal customers for a long period. * Could lose profit
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Case 4: Authenticity: Is it real or is it marketing? D. Cause Marketing Looking it up… Give a defenition of cause marketing and link it to the example in the text. Cause marketing or cause-related marketing refers to a type of marketing involving the cooperative efforts of a "for profit" business and a non-profit organization for mutual benefit. The altercation that Pete had with Marty‚ was about cause marketing. Pete his proposal was about supporting motorcycle safety (wearing helmets)
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