Diageo and Mey Icki -Turkish Delight or Turkish case Harvard Case Solution & Analysis

Diageo and Mey Icki -Turkish Delight or Turkish case Case Study Solution

Recommendations to management of Diageo

After taking into consideration the dilemma that the company has been going through, and as tMey Icky has become an international and renowned brand in the market, there is a likelihood of increased brand recognition in the market. It is noteworthy that the off trade market is accounted for 57 percent of the alcohol drinks, and in case the on trade market doesn’t efficiently working, then the estimated sales in on trade market would most likely be increasing, which shows that the company would surely earn more than 50 percent of its sales.

In addition to this, it is to highlight that the economy of Turkey has been growing with the passage of time, and the key driver of Turkey’s growth is the favorable demographic structure of country.The purchasing power of the customers has also been increased, which in turn has resulted in increased and high sales of alcohol drinks and beers. Since the growth is being continued, it can be stated that the customers would keep purchasing alcoholic drinks.

In my opinion, it is to recommend that the company should not stop shutting the investment in Turkey, it is due to the fact that Turkey is an ever growing country with a high GDP, increased personal income and eventually high purchasing power of the customers. The prohibition and restriction on selling alcohol items and beers in the market would be removed, and sales would  increase. Not only this, it is also recommended that the company should bring the brand in international markets and increase the sales of the brand on an international level. Through exposure over time on consistent basis; the reputation and the brand would be formed with existing and potential customer base. The company should develop brand recognition in international market arena so that it would be able to charge the premium for the product offered.(Wasserman, 2015)

Conclusion

To sum up, it is to conclude that after acquiring Mey Icki, Diageo; the global leader and premium drink company with an outstanding collection of the brands across beer and spirits has been reeling about the new legislations passed in Turkey that has limited the consumption of alcohol.The Turkish parliament has prohibited the marketing and restricted the times and places where alcohol beverages could be sold to public. Despite of the significant variations and changes seen in the year 2011’s financial crises, there were strong indicators of subsequent long term growth post. There was a double digit increase in the private investment in 2003. It is to notify that the country has been witnessed with the solid and string growth rates, low rate of unemployment and single digit inflations the country had in the healthy state, and became a destination for the foreign direct investment (FDI). The company has exceptionally increased its presence in world’s fastest growing market arena through strong organic growth and acquisition. The company has also improved its leading position of brand internationally, through industry leading innovation and an effective marketing, hence strengthening the routes to different arenas. It is to recommend that the company should not stop shutting the investment in Turkey, due to the fact that Turkey is an ever growing country with a high GDP rate, increased personal income and eventually high purchasing power of customer. The prohibition and restriction on selling alcoholic items and beers in the market would be removed, and sales would be increasing like before or even more.........

 

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