General Manager and Marketing Director AS Saku Olletehase Estonia must make a decision about the product portfolio of the company plan. Saku enjoyed leadership in the Estonian market with its brand Saku Originaal, however, the strength of the market share weakened in recent years due to increased competition and greater marketing insight from other local producers. While domestic beer sales fell, the company experienced an increase in other types of products, such as alcoholic drinks, cider and soft drinks that complement the existing agreement to sell Pepsi and 7up. Over the past three years the company had exclusive right to resell the three well-known international brands of beer (Guinness, Kilkenny and Carlsberg) in Estonia. With so many options and end-market resources, the company has to decide where to focus their efforts. "Hide
by Michael R. Pearce, Jordan Mitchell Source: Richard Ivey School of Business Foundation 21 pages. Publication Date: October 17, 2005. Prod. # 905A28-PDF-ENG
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