GLOBAL STRATEGY MARKTING CASE STUDY OF

Aurore BERNARD Marie LHERITIER Marilyne MIRANDA Amélie NICOLAS 5MC3 Monsieur Kalem MAUVOIS
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Introduction

I.

The internal analysis company : 1. The history and the evolution of the brand 2. The company ressources 3. The Marketing Mix 4. The marketing facts and the communication tools

II.

The external analysis company : 1. The demand analysis 2. The big tendencies 3. The competition 4. The five Porter strenghts 5. The SWOT analysis

III.

The future perspectives 1. Opportunities and perspectives of the spirit market for the five next years 2. Recommandations

Conclusion

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Bacardi Martini is one of the most famous brand spirits in the world and with this report we want to give an insight on the global strategy of this famous brand. So, firstly, we shall see some facts the internal facts, about the historical development of the brand and about its current situation, then we will speak about the general strategy: the formerly single brand strategy as well as the global strategy, which the company pursues today, will be described. Furthermore, it is essential to have a short look on the alcohol industry as a whole to understand the actions Bacardi has taken and respectively takes today. We also put an emphasis on the marketing mix, by investigating Bacardi’s activities concerning each of the four Ps. Additionally, we will examine the external analysis of the company with a brief analyze on the market, the trends, the competitive environment. That will bring us to give the strengths and weaknesses of Bacardi on the market. To conclude, we will focuse on the opportunities that the brand has for the future and we will give some recommendations or advices for the company to stay one of the best on the beverages industry.

I.

The internal analysis
1. The history and the evolution of the brand :

Bacardi Limited is the largest privately held spirits company in the world which produces and markets