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Situational analysis of bacardi ltd for MarcomPresentation Transcript
Situational Analysis of Bacardi Ltd.
About Bacardi Founded by Facundu Bacardi in 1862 Headquarter in Hamilton, Bermuda Best known as a producer of rum Sales in excess of 200 million bottles per year Operates in 100 countries Total 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 Cazadorestequilla Martini Wine
Current range of the product Rum brands Bacardi Superior, Bacardi 151 degree, Castillo Silver/Gold/Spiced, Palmas, Estilar Flavored Rum Bacardi Limon, Bacardi O, Bacardi Razz/Berry, Bacardi Coco Vodka brands Greygoose, Russian Prince Natasha Scotch whiskey brand Dewar’s White label, Black label, Signature
to be continued…. Single malt scotch whiskey Aberfeldy, Glen Deveron, Aultmore Gin brands Bombay, Bombay sapphire, Bosford Tequilla brands Cazadoreblanco, Corzo, Camino Real Brandy brands – Viejo Vergel Liquor brands Get27/3, B&B