Dewar’s leader in U.S. Scotch whisky industry Essay -- Business and Ma

Dewars leader in U.S. evade whisky industry1. Situational depth psychology1.1 SWOT AnalysisStrengths- Dewars leader in U.S. sweep whisky industry, with a market share of 15%.- Past success with the advertising campaigns in maintaining a positive im era for Dewars among Scotch drinkers.- Strong research and development.- Backup from United Distillers, which is an International leader in the Scotch whisky and Gin markets, and one of the most profitable spirits Company in the instauration.- Dewars is positioned as a premium and prestigious blend of Scotch whisky.- Schieffelin & Somerst, distributor of Dewars within U.S, is the product of a fit Venture with Moet Hmessy Louis Vuitton, allowing cost reduction. Weaknesses- Lack of promotional strategies to attract new customers.- Targeting a segment market that is not growing.- Slow re meets.Opportunities- US, the largest hard liquor market in the world (13% market share) with high profit margins.- Young adults good attitude to wards the consumption of withe spirits.- Social acceptance of mixed drinks.Threats - Sales in Industry of liquor and withe spirits with a negative growth.- Scotch whisky in the declining stage of product cycle.- Mature target market consuming less Scotch whisky.- Growing social resistance and regulations of liquor consumption in the U.S.- Shift of consumer preference towards lighter alcohol beverages, such as wine and beer.- Risk of neat over analytical and moving to slowly when implementing the repositioning strategy.1.2 US Scotch whisky Industry Analysis.Both the industry of liquor and the industry of distilled spirits hadsuffered a reduction in consumption since 1978. This represents 15years of constant negative growth. Some of the factors that had causedthis phenomenon are the growing of social, regulatory and legalrestrictions over beverage. Also, drinking preferences concur shiftedtowards lighter alcohol beverages, such as wine and beer.The Scotch industry has suffered an even greater decline due to thefact that its target market is drinking much less. It has become thedistilled spirit with lower consumption per-capita. Mature customersare not loyal to a brand, they are lower priced oriented.If all these factors remain the same, ... ...f the campaigns.3. Analysis and evaluation of optionsThree strategies have been developed in order to help managers to takethe last decisions in the release of the campaign.Strategy 1Implementation dependable of the maintenance campaign directed to matureadults.Strategy 2Implementing truths and maintenance campaigns at the same time.Strategy 3Line extension4. Recommended course of actionThe most realistic, and practical option that I can recommend to themanager is the second one. She already had researched and developed abig campaign that in however two moths is supposed to be released. Wejust hope that no changes in the perception of the mature audiencewill be produced due the expose to twain campaigns. Also i n terms oflees cost and almost immediate effect in profits, the best choice isthe second one.But lets say if there is no budget or time constrains the best optionfor me is the third one. Keeping each segment with different productsit makes it easier to target the audiences. When this young adultsreach certain age they will immediate cross the bridge to Dewarsclassic bottle, giving a more serious and respectful image.