bacardi dunca lucian
TRANSCRIPT
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Bacardi Brand Analysis
Dunca Lucian
Ba 8881
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HistoryIn 1862 Don Facundo Bacardi Masso purchased a small tin-roofed distillery for 3 500 pesos in Santiago de Cuba…
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TodayToday
Largest privately held spirits company in the world Variety of internationally-recognized spirits and wines. Portfolio of +200 brands and labels.
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PortfolioPortfolio
BACARDI RumDEWAR’S Blended Scotch WhiskyBOMBAY SAPPHIRE GinGREY GOOSE VodkaCAZADORES TequilaERISTOFF VodkaMARTINI VermouthMARTINI Sparkling WinesMix drinks
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Customer Analysis
Who?
Female and male : Age between 18-30 years
Love night life
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PEST analysis
Political factors
Laws regarding selling alcohol to under age consumers.
Economical factors
Their leading position on the market and developed brand image
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SOCIAL factors
Supporting responsible drinking and promoting events for all social classes. Sponsorships a large number events.
TECHNOLOGICAL factors
Uses simple but ecological containers for stocking its products. The new improvement are the wood barrels that keep it fresh and doesn’t damages the taste.
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Swot analysis Strengths
Strong brand recognitionMultiple product linesCapitalQuality of productDistributionVariety of flavour
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Weakness
Difficult to predict tastes/ preferences.Heavily driven by consumer preferenceShort life cycle productLong Term Debt ObligationsOnly associated with Rum
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Opportunities
Bacardi branded food itemsNon alcoholic Bacardi branded beveragesGrowing wine marjetExpansion into Asian markets
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Threats
Highly competitive marketLimited Brand loyalityGlobal economic slowdownStringent Governmental RegulationsTrend of healthyHigh tax rateCustomer behaviourStrict advertising regulations