Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Authors: James G Gallagher (Edinburgh Napier University)
Published in: 2001
Length: 21 pages
Data source: Field research

Abstract

The case study traces the development of Scottish and Newcastle from a parochial beer producer, dependent on a single product into a modern, national (international), diversified leisure company. Attention is paid to S&N''s strategic management with examination of how S&N''s management coped with traumatic change in the 1990s such as: (1) movement from over reliance on a single product to a balanced portfolio; (2) defence against a hostile take-over attack; (3) movement away from a parochial base to a national one; (4) re-focusing from sales orientation to brand management; and (5) how management achieved not only financial health but finally, strategic health. Moreover, brand management through strategic acquisitions and their integration are highlightes and juxtaposed with the ongoing situation in the industry.

About

Abstract

The case study traces the development of Scottish and Newcastle from a parochial beer producer, dependent on a single product into a modern, national (international), diversified leisure company. Attention is paid to S&N''s strategic management with examination of how S&N''s management coped with traumatic change in the 1990s such as: (1) movement from over reliance on a single product to a balanced portfolio; (2) defence against a hostile take-over attack; (3) movement away from a parochial base to a national one; (4) re-focusing from sales orientation to brand management; and (5) how management achieved not only financial health but finally, strategic health. Moreover, brand management through strategic acquisitions and their integration are highlightes and juxtaposed with the ongoing situation in the industry.

Related