Guinness Corporate Strategy

Topics: Guinness, Beer, Sapporo Brewery Pages: 16 (4833 words) Published: December 13, 2011
Case 2
Guinness

2011
Contents
Guinness3
The beer3
Mayor regions3
Diageo4
Guinness Mission Statement4
Target segmentation5
The Japanese distribution system5
How to Set Up Business in Japan/ Laws & Regulations on Setting Up Business in Japan6
Section 1. Incorporating Your Business6
1.1 Types of operation in Japan6
Guinness distribution in Japan8
Outline of Guinness® products in Japan9
Marketing Strategy10
Competitors10
Yebisu/ Asahi strategy11
Asahi Beer Oktoberfest11
Yebisu beer festival12
Yebisu also has its own bar, just like Kirin12
Campaigns with celebrities12
Hugh Jackman cuts a Japanese beer - Asahi commercial12
Communication strategy for External Target13
Definition of External target13
How to differentiate the Guinness from Competitors?14
What competitors do?14
The Value of Guinness15
What should Guinness do to communicate with external target?16

Guinness
St. James's Gate Brewery is a brewery founded in 1759 in Dublin, Ireland by Arthur Guinness. The company is now a part of Diageo, a company formed via the merger of Guinness and Grand Metropolitan in 1997. Although no longer the largest brewery in the world, it is still the largest brewer of stout in the world. It is brewed in almost 50 countries and available in over 100. About 1.8 billion pints are sold annually. The beer

In Asia there are two main Guinness variants: Guinness Draught and Guinness Foreign Extra Stout. 1. Guinness Draught, sold predominantly in Europe, North America, Japan and Australia, is available as Guinness Original, Extra Cold, Extra Smooth and most recently as Guinness Red. A 4.2% abv dry stout that is one of the most successful beer brands worldwide. For many years a portion of the drink was aged to give a sharp lactic flavour, although Guinness has refused to confirm whether this still occurs. The thick creamy head is the result of the beer being mixed with nitrogen when being poured. It is popular with Irish people both in Ireland and abroad and, in spite of a decline in consumption over recent years, is the best-selling alcoholic drink of all time in Ireland where Guinness & Co. makes almost €2 billion annually. 2. Guinness Foreign Extra Stout 7.5% is the original export stout and is the key Guinness variant in the Caribbean, Africa and Asia. Mayor regions

Guinness mayor regions are Ireland, Great Britain, USA, Canada, Malaysia and Japan. Our group decided to consentrate on Japan as it is not so known for us and in Japan there is great opportunity to enlarge the market. Especially for dark beer. In Japan, the most famous alcohol is beer, but usually they are drinking light beer not dark. There are several companys whick produce also dark beer, but Guinness in most famous and well-known. In 1965 a joint venture was set up in Japan with Sapporo to market imported GUINNESS®. And with that everything started in Japan. Diageo

Diageo is the leading premium spirits business in the world by volume, by net sales and by operating profit and is one of a small number of premium drinks companies that operate globally across spirits, beer and wine. Diageo creates long term value for shareholders through its outstanding brands, its geographical breadth and the expertise of its people.  Diageo manages a broad range of brands across several categories. It manages eight of the world’s top twenty premium spirits brands, including Smirnoff, the number one brand by volume and Johnnie Walker, the number one brand by value. In beer, Diageo owns the only global stout brand, Guinness. Since 2005 up to the year ended 30 June 2011 Diageo managed its business through four regions: North America, Europe, International, and Asia Pacific. The Asia Pacific region comprises South Korea, Japan, the People’s Republic of China, India and other Asian markets, Australia and New Zealand.

Guinness Mission Statement
The Guinness brand is part of the large Diageo group, its mission...
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