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商品編號： 9-514-C39 出版日期： 2014/02/07 作者姓名： David E. Bell;Damien P. McLoughlin;Mary L. Shelman 商品類別： Marketing 商品規格： 30p 再版日期： 地域： Africa 產業： Food 個案年度： 2013 -
商品敘述：
To maximize their effectiveness, color cases should be printed in color. Diageo, the world's leading premium drinks business, had a long history in Africa starting from its beer brand, Guinness, first exported to Sierra Leone in 1827. By 2013, 13% of Diageo's global revenues were from Africa, up from 9% in 2007. Diageo Africa President Nick Blazquez was considering how to seize the opportunities presented by rising populations and incomes while navigating increased competition and the unique challenges presented by frontier markets. The case describes Diageo's innovation process and two recent product launches developed specially for Africa. It also discusses government relations and the need to develop local production and raw material supply chains.
涵蓋領域：
Emerging markets;Innovation;Marketing
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