To read this content please select one of the options below:

Strategy in the Making: A Case Study (Part 2)

James Espey (University)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 February 1991



The second part of a case study of the marketing strategy of International Distillers & Vintners (UK) Limited, the first part of which was published in Vol. 3 No. 1 of this journal. A wide‐ranging and detailed description is given of the company's success factors, strategic direction, brand strategies, new brand developments, acquisitions and disposals. An assessment of the lessons and achievements of the company's strategy and an action checklist for strategic planning is provided. The conclusion is that one of the smallest top management teams in the business has quadrupled the company's profits within seven years by creating a strategic blueprint for the rest of the industry to follow, with its emphasis on concentrating management time and attention on premium brands.



Espey, J. (1991), "Strategy in the Making: A Case Study (Part 2)", International Journal of Wine Marketing, Vol. 3 No. 2, pp. 33-74.




Copyright © 1991, MCB UP Limited

Related articles