Diageo Coursework Example | Topics and Well Written Essays - 1750 words

Diageo - Coursework Example Finally, a market study of the beverage industry has been prepared that highlights the statistics within the industry today. The companies that are on top of the business have been identified with the help of a graph. The current developments of the company have also been provided as a conclusion to the report. Diageo PLC is a multinational British alcohol company, and one of the biggest alcohol companies in the world. The company was formed in 1997, with the merger of Guinness PLC, its primary parent company, with Grand Metropolitan PLC (GrandMet), a hotel chain with brewing interests (diageo.com). At that time, it was a large multinational with a share in food as well as drinks industry. Today, however, the company has shed most of its food business and concentrates on alcohol, acquiring new spirit brands. Diageo is a global company, with a presence in over 180 markets around the world. It has manufacturing facilities across the globe including UK, US, Canada, Africa, Australia, India, Ireland, Spain, Italy, Latin America and the Caribbean. Diageo produces and distributes a leading collection of branded premium spirits, beer and wine. ... Diageo is the leading premium spirits business in the world by volume and net sales. As on August 29, 2007, Diageo is the seventh largest publicly quoted company in the UK in terms of market capitalization. Diageo is engaged in a broad range of activities within the beverage alcohol industry. Its operations include producing, distilling, brewing, bottling, packaging, distributing and marketing a range of brands, including some of the world's leading spirits and beer brands. Being a part of the alcohol industry, Diageo is involved in various development programmes that focus on spreading awareness regarding alcohol abuse, drunken driving and misuse of alcohol and conducting workshops to prevent such social evils. Diageo projects an image of itself as a clean, friendly and ethically oriented company with a commitment to corporate social responsibility (diageo.com) 1. Competitors Diageo's major competitors include Pernod Ricard, Fortune Brands and Brown-Forman, which have several brands that compete directly with Diageo's brands. Over the long term, Diageo's strategy is to continually focus on driving growth and increasing shareholder value. Pernod Ricard - Pernod Ricard is the world's second largest in wines and spirits. This Paris based company was formed as a result of 1975 merger between two French distillers. The company focuses on sustained development founded on organic growth and successive acquisitions. Pernod Ricard's purchase of Seagram in 2001 and Allied Domecq in July 2005 landed the company in the second position it enjoys today. The company adopts a decentralized management structure so as to ensure that decisions are taken closer to its customers. The company's brands include Chivas Regal, Martell,