Situational analysis of bacardi ltd for Marcom
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Transcript of Situational analysis of bacardi ltd for Marcom
Situational Analysis of Bacardi Ltd.
About Bacardi
Founded by Facundu Bacardi in 1862Headquarter in Hamilton, Bermuda
Best known as a producer of rumSales in excess of 200 million bottles per yearOperates in 100 countriesTotal sales in 2009 was $6.2 million
Promoters of the company
• Facundo L. Bacardi• Bernard F. Ramirez• Charles M. Hernandez
Vision & Mission of the company
• Maintain the quality & taste• Be the superior brand• Leader in the alcoholic beverage segment
Product range
• Bacardi Rum• Greygoose Vodka• Dewar’s blended scotch whiskey• Bombay sapphire gin • Eristoff Vodka• Cazadores tequilla• Martini Wine
Current range of the product• Rum brandsBacardi Superior, Bacardi 151 degree, Castillo
Silver/Gold/Spiced, Palmas, Estilar• Flavored RumBacardi Limon, Bacardi O, Bacardi Razz/Berry,
Bacardi Coco• Vodka brandsGreygoose, Russian Prince Natasha• Scotch whiskey brandDewar’s White label, Black label, Signature
to be continued….• Single malt scotch whiskeyAberfeldy, Glen Deveron, Aultmore• Gin brandsBombay, Bombay sapphire, Bosford• Tequilla brandsCazadore blanco, Corzo, Camino Real• Brandy brands – Viejo Vergel• Liquor brands Get27/3, B&B
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