GRAND METROPOLITAN

Grand Metropolitan

Grand Metropolitan

Introduction

Today is the era of the latest technology and innovation. In this age, only those companies survive that are constantly thrive on innovative products and able to devise marketing policies and strategies that possess the capacity to attract customers and appeal to them in a powerful way. Grand Metropolitan is one the biggest multinational conglomerate which has a turnover of about of about 8 billion pounds. Originally, a group of hotel has been built during the 1960s and 1970s through a series of major acquisitions in catering, gambling, foods, spirits and brewing. This paper discusses the strategies that are adopted by the Grand Metropolitan.

Discussion

During the early 1980s there were a series of American acquisitions that took place and therefore, the range of cigarettes, soft drink bottling, products of fitness and pet foods were taken over by other companies. The aggressive growth of strategy at the Grand Metropolitan made it move it at the top position of the stock market. When Alan Sheppard took over as a Chief Executive officer the things in the company did not look so good. The profits of the company were reducing significantly and the group of companies did not have a particular direction to move in. Sheppard refocused the philosophy that was of utmost importance in the global branding. He also narrowed the portfolio of the four core activities continue to make a strategic acquisition but selling the peripheral businesses even though the other businesses were striving hard. Alan Sheppard has focused on the analysis of both the business and the corporate level strategies and amended the philosophy of the organization as well as the role of the corporate headquarters.

SWOT Analysis of Grand Metropolitan

The company belongs to the beverage industry. Before Sheppard the company was facing a number of problems. Sheppard than modified the strategies that were already being utilized in the company.

The SWOT (Strengths - Weaknesses - Opportunities - Threats) is a tool for strategic analysis of marketing plans of a company. It combines the study of internal and external forces and weaknesses of an organization, territory, sector, etc. with the opportunities and threats in its environment, to help define a marketing strategy.

Forces

Positive

Negative

External

Strengths

Weakness

Internal

Opportunities

Threats

STRENGTHS

WEAKNESSES 

Strong Brand name

A brand that has an alternative character. It is not addressed to consumers that blindly follow the need and wants of consumers.

Provide  high quality food and services.

The brand's greatest weakness is that it does not have a long history as its competitive brands do.

It is a global product and it is difficult to find and apply a communications strategy that will be equally accepted and successful worldwide.

OPPORTUNITIES

THREATS

The brand's managers can use the brand's corporate social responsibility to differentiate it from the competitors in order to attract more customers.

Utilize in the most proper way the famous-above-mentioned - persons in order to gain additional publicity and press coverage.

There are too many competitors

Nowadays many famous products are being imitated and fake products are created and the copyist uses also the logo in order to ...