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- 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