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Appropriate Marketing Strategy for Glenmeadie - Case Study Example

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This study assesses the marketing issues to be considered in the case scenario of Glenmeadie and provides recommendations on the strategy that is likely to be most effective in the Company’s present circumstances. The study provides an analysis of the company's business affairs…
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Appropriate Marketing Strategy for Glenmeadie
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Download file to see previous pages The most distinctive opportunity that the Company has is perfecting the new flavors of single malts that it could develop, thanks to its distiller, Ellis Cameron. It also has the opportunity to use its talented salespeople such as the apprentice distiller at the New York marketing event, who could be putting their skills of discerning the subtleties in taste and flavor to good use in maintaining the high quality of Gleanmeadie whiskey. The threats the Company is faced with arise from the competition, where other single malt companies may seek to develop distinctive brands of whiskey and attract the discerning customer that Glenmeadie may not be able to satisfy if innovation and development of new flavors are not adequately funded.
The essential dilemma that the Company is faced with in determining its strategic initiatives is the question of whether (a) the high expense customer-centered marketing approach is justified and must be continued or (b) whether the Company needs to pay greater attention to investments in long term strategic initiatives.(c) to what extent innovation and customer research must form a part of company strategy and (d) how the Gleanmeadie brand is to be promoted.
The experts who have offered views on Glenmeadie’s present strategy and what future course of action it should pursue, display a wide range of differing options. David Herman suggests that there should be a careful balance between front end initiatives and product development, by developing the single cask bottling which would command higher profit margins and provide consumers with more individual choices. He emphasizes that Glenmeadie’s core brand must remain strong. ...Download file to see next pagesRead More
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