Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 14 August 1990
Length: 13 pages
Data source: Field research
Abstract
Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. 'Global brands' such as Dewar's Scotch were gaining share at the expense of local products. The process of market integration in the EC was scheduled to be completed by the end of 1992. In the face of these changes in the marketplace, what should Buton's strategy be for improving its position in Europe?
Location:
Industries:
Size:
151.6 billion lire sales
Other setting(s):
1989
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 18 December 1990
Length: 7 pages
About
Abstract
Describes the situation confronting Giovanni Buton, an Italian distiller and beverage distributor, in 1989. The market for distilled spirits was declining and the spirits industry was consolidating via mergers and acquisitions on a worldwide basis. 'Global brands' such as Dewar's Scotch were gaining share at the expense of local products. The process of market integration in the EC was scheduled to be completed by the end of 1992. In the face of these changes in the marketplace, what should Buton's strategy be for improving its position in Europe?
Settings
Location:
Industries:
Size:
151.6 billion lire sales
Other setting(s):
1989
Related
Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 18 December 1990
Length: 7 pages