The case study is about the step ups regarding the Scotch whisky firm, Glenmeadie. The whisky market is generally tar break downed at middle-aged consumers with a usable income, as whiskey is considered as luxury product. The key issue in this case study lies upon which part Glenmeadie should invest to a greater extent(prenominal) in product knowledgeablenesss or the front-end of its commercial enterprise. Glenmeadie is an accomplished Scotch Whiskey Company that proved its superior quality in the outside(a) Wine and Spirits Competition by winning four gold medals. The companys Tastemakers programme which assists to improve interactions with customers and the Glenmeadies selling performance had expressed in Corporate Events snip; which has proven that the companys marketing is getting about recognition. For instance, the Glenmeadie made several marketing activities, not only a tastemakers programme in twenty-five different cities. The company in like manner developed new interactive capabilities (Web site) and software such as gift card printing and label making and a new customer information phone service. The aim of the marketing plans by Glenmeadies CMO, Nevin Wallace, is making customers feel a more personal connection with the brand which encourages sales to rise quite dramatically.
In spite of the fact that Glenmeadie has apparently made large efforts in its marketing, the whiskey company still has significant matters to take with. According to a long-run view of the companys successful future, Glenmeadie should make marketing or production innovations a priority. In club to do this, experts advice will help to get broader views.
Commentaries from the experts
There are three main points for Glenmeadies innovation priorities made by four experts, (who have different experiences and business backgrounds) which are Product development perspectives, Front-end initiatives and equal efforts.
Firstly, David Herman believes that innovation is vital for any business, which...If you want to get a full essay, order it on our website: Ordercustompaper.com
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