Diageo -- Expanding International Operations in Ghana
Assess the MNC's marketing mix in the country, its promotional practices, pricing, branding strategies -- standardized or differentiated marketing program? What are the characteristics of the MNC's customers in that country?
Diageo is experiencing a vast amount of growth relative to its activities on the African Continent in many different markets on the continent. In Ghana in particular, the brand has stated its mission to be the most vibrant and iconic businesses in Ghana as well as becoming the market leader in beer and adult premium non-alcoholic drinks (Guiness Ghana Breweries Limited, 2016). However, the current economic situation in Ghana poses some significant challenges that could make sales challenging even with the best marketing platform. For example, even though the market in general is still experiencing growth, the growth rate is slowing and is predicted to be more volatile.
Furthermore, there are also a number of competitive pressures that arise from domestic competition that can compete at various price points. For example, SABMiller is MNC brewer that developed operations on the continent makes competitively priced beers from locally sourced cassava (a local root), yet in Africa they have cited that the biggest source of competition is inexpensive home brews (Broadman, 2016). In such an environment Diageo must leverage the largest product mix as possible that is differentiated on many points including price as well as customer-centric designs. Kerrin Lumsden, Diageo design leader in global brands, stated that part of their focus would be on narrowing the target...
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