Dewar’s leader in U.S. Scotch whisky industry Essay -- Business and Ma

Dewars leader in U.S. botch whisky diligence1. Situational Analysis1.1 SWOT AnalysisStrengths- Dewars leader in U.S. bodge whisky industry, with a market share of 15%.- Past mastery with the advertising campaigns in maintaining a positive image for Dewars among foreclose drinkers.- Strong research and development.- Backup from United Distillers, which is an International leader in the Scotch whisky and Gin markets, and one of the most profitable centers Company in the world.- Dewars is positioned as a insurance premium and prestigious blend of Scotch whisky.- Schieffelin & Somerst, distributor of Dewars within U.S, is the harvest-tide of a Joint Venture with Moet Hmessy Louis Vuitton, allowing cost reduction. Weaknesses- Lack of promotional strategies to pull back new customers.- Targeting a segment market that is not growing.- Slow reactions.Opportunities- US, the largest strong drink market in the world (13% market share) with high profit margins.- boylike adults good attitude towards the exercise of withe spirits.- Social acceptance of flux drinks.Threats - Sales in Industry of liquor and withe spirits with a negative growth.- Scotch whisky in the declining stage of product cycle.- ripe butt joint market consuming less Scotch whisky.- Growing loving resistance and regulations of liquor consumption in the U.S.- Shift of consumer preference towards light source alcohol beverages, such as wine and beer.- Risk of becoming oer analytical and moving to slowly when implementing the repositioning strategy.1.2 US Scotch whisky Industry Analysis.Both the industry of liquor and the industry of distilled spirits hadsuffered a reduction in consumption since 1978. This represents 15years of constant negative growth. Some of the factors that had causedthis phenomenon are the growing of social, regulatory and legalrestrictions over drink. Also, drinking preferences have shiftedtowards lighter alcohol beverages, such as wine and beer.The Scotc h industry has suffered an even greater decline due to thefact that its target market is drinking much less. It has become thedistilled spirit with debase consumption per-capita. Mature customersare not loyal to a brand, they are lower priced oriented.If all these factors remain the same, ... ...f the campaigns.3. Analysis and evaluation of optionsThree strategies have been develop in order to help managers to takethe last decisions in the fire of the campaign.dodge 1Implementation just of the maintenance campaign say to matureadults.Strategy 2Implementing truths and maintenance campaigns at the same time.Strategy 3Line extension4. Recommended course of actionThe most realistic, and serviceable option that I can recommend to themanager is the second one. She already had researched and developed abig campaign that in just dickens moths is supposed to be released. Wejust hope that no changes in the cognition of the mature audiencewill be produced due the expose to both(prenom inal) campaigns. Also in terms oflees cost and almost immediate achievement in profits, the best choice isthe second one.But lets say if on that point is no budget or time constrains the best optionfor me is the terce one. Keeping each segment with different productsit makes it easier to target the audiences. When this young adults affect certain age they will immediate cross the bridge to Dewarsclassic bottle, giving a more serious and respectful image.