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Expansion of Diageo Paper - Essay Example
Author : isobelerdman
Pages 10 (2510 words)
Running Head: Expansion of Diageo Expansion of Diageo Expansion of Diageo Executive Summary Diageo is the leading global business of finest quality drinks. The company aims to continue the business of making, distributing as well as advertising branded drinks along with branded foodstuff, “operating fast food restaurant chains and brewing, distilling and manufacturing wines, spirits and mineral or other types of water” (Maclean, 2009, p…
Introduction Diageo is world’s top-notch quality drinks company. Through its universal vision as well as local promotional concentration, Diageo provides its customers an exceptional collection of beverage brands including the spirits, wine, and beer types. It was established during the year1997 after its merger with “Grand Metropolitan Public and Guinness”. Diageo operates in almost185 nations all over the globe and it is listed on both New York and London Stock Exchange. Diageo controls eight of the global top twenty high-quality spirits brand names, together with Smirnoff, the top brand “by volume” (Lopes, 2007, p. 76) as well as Johnnie Walker, the top brand “by value” (Lopes, 2007, p. 76). In beer, Diageo possesses the single international solid brand name, Guinness, along with a collection of bigger brand names traded mainly within Africa. Diageo’s wine brands are traded largely within North America along with Great Britain “across a full range of price points” (Lopes, 2007, p. 77). Within the developed countries such as North America as well as Europe, Diageo has made sturdy ways to marketplace. ...