Jack Daniels Case Study/Jack Daniel's International Strategy

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Case 25: Jack Daniel’s International Strategy

Identification of the Major Problem:

Liquor sales have been on the rise in the last 20 years, both stateside and abroad. Jack Daniel’s is striving to stay competitive in the global marketplace in the liquor industry by leveraging the heritage they enjoy in the US and translating that brand abroad. This is not without its challenges though:[1]: JD, along with all other US-based corporations are sensitive to anti-US sentiments, a weak USD and also the fact that the Americana story currently resonates with Europeans, but JD is challenged in the Far East.

Analysis of the Problem:

Jack Daniel’s must become more strategic when marketing internationally. A SWOT analysis will reveal that although the company has taken advantage of international opportunities by leveraging its rich heritage and smooth, quality product. Weaknesses like their global marketing strategy and threats such as competitors have not been addressed. Opportunities are numerous when considering the changes JD could make to packaging, communications plans, and even special edition flavors that may entice a non-whiskey drinker to try it.

• JD has to be seen more than just an American company, due to the resentment other American based companies have faced.

• JD’s main goal is to create a consistent product and remain constant in the marketplace, drawing upon the same marketing, packaging and brand voice that they have had for 40 years.[2]

• While JD has tried to modernize their product marketing before successfully, they prefer to lean on their heritage and maintain the same marketing plans that have worked for the last 40 years in the states. Brown-Forman wants to keep Jack Daniel’s unique from its competitors, yet remaining enticing to new customers. Also, JD relies on the fluctuations of the marketplace allowing itself to be at the mercy of the ever-changing consumer.

• Jack Daniel’s has been able to cross...
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