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My BUS784 Groupproject~Absinthe
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My BUS784 Groupproject~Absinthe

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This the my MBA BUS784's group project PPT.

This the my MBA BUS784's group project PPT.

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  • 1. The return of Absinthe to the U.S. market.
  • 2. Independent Consulting Group
    • Our Mission : To use the power of public information to protect public health and the environment.
    • Organizational Goals :
    • To protect consumers from health problems attributed to toxic contaminants.
    • To provide consultation services.
  • 3. Our Objectives
    • To protect the reputation of St. George Spirits.
    • To ensure Absinthe in the U.S. market is consumer safe.
    • To advise the BOD of St. George Spirits.
  • 4. Company’s Overview
    • Owner Operated since 1982.
    • First Boutique Distillery in U.S.
    • International reputation as one of the world’s great distillers.
    • In 2007, St’ George is the first American Absinthe producer.
  • 5. Absinthe: A Brief History
    • A green liquor-Wormwood; Thujone.
    • In the 19th, this beverage was popular in Europe and America.
    • The liquor was outlawed.
    • In 1980’s – legalized in Europe.
    • In November 2007 - Absinthe is legalized in the United States.
  • 6. Main Issues
    • Misconception Issue:
    • Many absinth producers misuse the fascinating
    • history of absinth to promote the products.
    • People perceive absinth as a drug which provides hallucinatory effects.
    • This misconception would bring various problems to the company.
    • Some Stakeholders have a negative perspective on St’ George.
    • Some people try to excessively drink absinthe to have a hallucination.
    • Illegal and irresponsible distribution through the internet.
    • Today the studies show that absinthe does not cause hallucinations.
  • 7. H armful I ngredient Issues :
    • Absinthe contains the dangerous ingredient, T hujone, which has had adverse affects on people health.
    • Consumption in large quantities may lead to serious illness. The issue is raised; how can St. George prevent people from experiencing the terrible consequences of absinth e?
    • Self-production of absinth e can lead to severe renal failure.
  • 8. Government Related Issues :
    • Negative externalities
    • Special taxes and excess application fee costs
    • Recent legalization in America
    • Under U.S. regulation, absinthe must contain less than 10ppm of Thujone
  • 9. Solution 1 : Consumer
    • Media campaign aimed at consumer’s awareness of Thujone
    • Enhance customer’s knowledge of Absinthe
    • Constituency-Building Strategy: build coalitions with other alcoholic industries and consumers
  • 10. Solution 2 : Publicity
    • Responsible marketing campaign.
    • Public knowledge program of drug effects.
    • St. George Spirits should place a warning label on its product.
  • 11. Solution 3 : Government
    • Political Actions
    • R&D expanding
    • Information strategy
    • Financial-Incentive strategy
    • Constituency-Building strategy
  • 12. Summary
    • Establish an early brand name in a emerging market.
    • Think of long-term profit in decision making.
    • Follow the maturing market.
  • 13. Reference
    • www.stgeorgespirits.com
    • www.wormwoodsociety.org
    • www.thujone.com
    • http://www.craftdistillers.com/html/SG_AP_profile.html
  • 14.
    • At this point we will be happy to answer any questions you may have.
    • Thank you for your time!