TY  - JOUR
AB  - 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.
VL  - 3
IS  - 2
SN  - 0954-7541
DO  - 10.1108/eb017574
UR  - https://doi.org/10.1108/eb017574
AU  - Espey James
PY  - 1991
Y1  - 1991/01/01
TI  - Strategy in the Making: A Case Study (Part 2)
T2  - International Journal of Wine Marketing
PB  - MCB UP Ltd
SP  - 33
EP  - 74
Y2  - 2024/04/24
ER  -