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Case
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Reference no. 596-035-1
Subject category: Marketing
Authors: Cezley I Sampson (Arthur Lok Jack Graduate School of Business)
Published in: 1996
Length: 28 pages
Data source: Field research

Abstract

This case presents a detailed examination of the marketing opportunities and challenges presented by international markets. For many years, J Wray and Nephew Limited had dominated the distilled spirits industry in Jamaica. In the early 1980s, however, the company was finding it difficult both to continue growing and to maintain historical levels of profitability. The Jamaican local market showed new signs of growth and the company''s high level of market penetration, especially in its overproof rum product which had a 98% share of the market, made it difficult to grow by capturing market share from competitors. In this context, the case identifies the marketing challenges that the company faces as it turns to export markets to pursue its goals for increased corporate growth and profitability. The challenge presented in the J Wray & Nephew case encapsulates the challenges many firms from Jamaica and the developing world are going to have to confront and overcome if they are to be the engines of growth and development the economies that spawned them so desperately need.
Location:
Industry:
Size:
500 workers
Other setting(s):
1986

About

Abstract

This case presents a detailed examination of the marketing opportunities and challenges presented by international markets. For many years, J Wray and Nephew Limited had dominated the distilled spirits industry in Jamaica. In the early 1980s, however, the company was finding it difficult both to continue growing and to maintain historical levels of profitability. The Jamaican local market showed new signs of growth and the company''s high level of market penetration, especially in its overproof rum product which had a 98% share of the market, made it difficult to grow by capturing market share from competitors. In this context, the case identifies the marketing challenges that the company faces as it turns to export markets to pursue its goals for increased corporate growth and profitability. The challenge presented in the J Wray & Nephew case encapsulates the challenges many firms from Jamaica and the developing world are going to have to confront and overcome if they are to be the engines of growth and development the economies that spawned them so desperately need.

Settings

Location:
Industry:
Size:
500 workers
Other setting(s):
1986

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