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Marketing Case Study on an organisation making a strong impact in the marketplace: Jameson Irish Whiskey.

Marketing Case Study on an organisation making a strong impact in the marketplace: Jameson Irish Whiskey.

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An essay for the 2011 Undergraduate Awards Competition by Elaine Black. Originally submitted for Marketing Planning at Institute of Technology Sligo, with lecturer Angela Bartlett in the category of Business & Economics
An essay for the 2011 Undergraduate Awards Competition by Elaine Black. Originally submitted for Marketing Planning at Institute of Technology Sligo, with lecturer Angela Bartlett in the category of Business & Economics

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Published by: Undergraduate Awards on Aug 29, 2012
Copyright:Attribution Non-commercial

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10/27/2013

 
 
16/02/11 An organisationmaking a strongimpact in the market place.Jameson Irish Whiskey
Marketing Case Study
 
Table of Contents
Company Background ............................................................................................................................. 2Company Performance to date ............................................................................................................... 3Foreign Exchange ................................................................................................................................ 4BCG Matrix .......................................................................................................................................... 5SWOT Analyis ...................................................................................................................................... 7Growth Opportunities ............................................................................................................................. 7The global market for whiskey ............................................................................................................ 7ANSOFF Matrix .................................................................................................................................... 8Assessment of the Marketing Communications ..................................................................................... 8Bibliography .......................................................................................................................................... 11Appendices ............................................................................................................................................ 13
 
 Company Background
In 1740, John Jameson from Alloa, Scotland founded the Jameson whiskey company. The Jamesondistillery was set up in 1780 on Bow Street, Dublin. Here, Jameson selected only the finestingredients to make his whiskey. Today, the whiskey is distilled in Cork, although vatting still takesplace in Dublin. (www.jameson.com)The Jameson company is owned by Irish Distillers who operate through the MNC Pernod Ricard.Pernod Ricard are
the world’s co
-leader in wines and spirits
. The company’s
36 top alcohol brands(mostly spirits but also some wines) are grouped into 14 strategic brands and 18 local brands.Strategic brands are the most valuable and Jameson is in eighth
place in terms of Pernod Ricard’s
fourteen strategic brands. Pernod Ricard also owns the Paddy and Powers brands. However,Jame
son is known as a ‘priority premium spirits brand.’
(www.pernodricard.com)

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