This document summarizes the history of The Macallan distillery from its founding in 1824 to recent developments. It began as a farm and distillery called Elchies Distillery founded by Alexander Reid. In the 1980s it became part of the Edrington Group and focused on producing single malt whiskey. It is now one of the largest and most famous distilleries in Scotland, known for its exceptional quality and rich flavors. More recently it has expanded its product line and increased production capacity to meet growing global demand.

1. CHETAN PADME 10393059
PAVAN PARDESHI 10380700
BHUSHAN CHAUDHARI 10517074
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2. ALEXANDER RID – FARMER &
TEACHER
FOUNDED ‘ELCHIES DISTILLARY’.
1824
CHANGED NAME TO “THE
MACALLANS”
SHIFTED FOCUS ON PRODUCING
SINGLE MALT PREMIUM WHISKEY
RATHER THAN WHISKEY FOR
BLENDING
1980
BECAME PART OF EDRINGTON
GROUP
WITH OVERALL MARKET 5% SHARE
BECAME ONE OF THE LARGEST
AND MOST FAMOUS DISTILLERY IN
SCOTLAND
1999
RECOGNIZED AS ICONIC LUXURY
BRAND WITH TRADITIONAL VALUE
RENOUNCED FOR ITS EXCEPTIONAL
QUALITY CASK WHICH PRODUCED
RICH AND ROUNDED FLAVORS
NO1 BEST SELLER IN UK
& 5TH IN THE WORLD
2019
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3. 1970
WHISKEY SHORTAGE
CAME TO ATTENTION
INCREASED CONSUMER
AWARENESS AND
GLOBAL HYPE
1990
COUNTERFEIT SCANDAL
LACK OF SUPPLY CHAIN
FLEXIBILITY &
PRODUCTION VOLUME
AVAILABLE
SLOW ACCEPTANCE
OF NEW NAS PRODUCT
LINE
CAPITAL TO MAINTAIN
LONG TERM STOCK
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4. INTRODUCED NAS MALT TO MEET
GROWING TRAVEL RETAIL MARKET.
2009
RELEASED LIMITED EDITION OSCURO –
EXPENDED THE RANGED TRAVEL RETAIL
PRODUCT
2010
RELEASED LIMITED EDITION MASTERS
SERIES
MMXI AND MMXII
2011–2012
INVESTED 100 MILLION £ IN
CONSTRUCTION OF NEW DISTILLARY
WHICH WILL INCREASE THE PRODUCTION
CAPACITY 4 TIMES WITH EXPECTED
COMPLITION IN 2018
2014
REGIONAL MANAGEMENT HUB
IN SINGAPORE, ASIA (CHANGE
TO BUSINESS MODEL)
2015
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5. ECONOMICAL
INCREASED DISPOSABLE INCOME
SOCIO CULTURE
POPULATION GROWTH,
AGE DISTRIBUTION & LIFESTYLE
ATTITUDE
LEGEL
COPYRIGHT AND PATENT LAW
TRADE REGULATIONS
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6. AGED BRANDED
COMMUNICATION FOR
AUCTION AND RETAIL
NAS FOR TRAVEL AND RETAIL
IN AMERICA- AGE BRANDED
AND NAS WAS SOLD
THROUGH RETAIL, ONLINE AND
AUCTION
IN ASIA- SIMILAR STRATEGY
WAS APPLIED AS IN AMERICA
BUT AUCTION PLAYED BIGGEST
ROLE
IN EUROPE, AFRICA AND
MIDDLE EAST- NAS WAS
MAINLY SOLD IN TRAVEL RETAIL
AND RETAIL
BUT AGE LAID PRODUCTS
YOUNGER THAN 17 YEARS WAS
LESS WIDELY AVAILABLE WHERE
YOUNGER WHISKY WAS
REPLACED BY NAS
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7. IN 2012, NOTING
ACCEPTANCE IN TRAVEL
RETAIL MARKET AS WELL
AS GROWING DEMAND
AND VIRTUALLY NO
SUPPLY CHAIN
FLEXIBILITY
BOLD MOVE
INTRODUCED “1824
SERIES” NAS IN
CONVENTIONAL RETAIL
MARKET SHIFT WAS
INCREMENTAL IN TOP
MARKETS (USA AND ASIA)
SURPRISED: REPLACED
TRADITIONAL AGE
BRANDED MARKETING
IN THE REST OF THE
WORLD
AFTER THE CHANGE
YOUNGER AGE
BRANDED SINGLE MALT
AVAILABLE IN EUROPE
PROVIDED TO BE AT
LEAST 18 YEARS
IN THIS ABSENCE OF
AGE INDICTOR,
COMPANY INTRODUCED
COLOR AS NEW SIGN OF
QUALITY
BRANDING OF ITS NEW
PRODUCT LIST: GOLD
AMBER SIENNA RUBY
CHALLENGE: TO
CONSUMERS
SUFFICIENTLY ABOUT
COLOR AND LINK TO
QUALITY WHICH
THAN AGE
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8. THE SOCIAL CULTURE:
DIFFERENT AGE GROUP AND
PREFERENCES.
SUPPLY CHAIN MANAGEMENT:
AVAILABLITY OF PRODUCTS
MARKET REACH: MARKETING
STRATEGY
PORTFOLIO OF COMPANY:
QUALITY AND DYNAMIC
PRODUCTS
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9. STRENGTH WEAKNESS
SUITABLE PRODUCTION ENVIRONMENT &
CAPABILITIES,
CULTURAL HERRITAGE(RICH COLOR AND
TASTE)
MARKET REACH.
SHORTAGE OF AGE BRANDED PRODUCTS,
TIMELY RESPONSE ISSUES IS
SIGNIFICANTLY LARGE.
OPPORTUNITY THREAT
TECHOLOGICAL CHANGE,
NEW PRODUCT LINES,
SUPPLYCHAIN IMPROVMENTS.
COUNTERFEIT PRODUCTS,
CULTURAL CHANGE,
NEW ENTRANTS LIKE BOURBON WHISKEY.
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10. 10
IMPROVED PRODUCT
PORTFOLIO
NEW DISTILLERY AND
WEARHOUSE
ISSUE DUE TO
PRODUCTION CYCLE
CONSUMPTION CYCLE
INCREASED PRODUCT
PRICES, REVENUES AND
HENCE PROFIT

11. 11
LOW – Threat of New Entrants
HIGH - Rivalry among existing
HIGH - Threat of Substitute Products
HIGH – Bargaining Power of Suppliers
LOW – Bargaining Power of BUYER.

12. IMPROVEMENT IN MARKET SHARE AGGRESSIVE MARKETING
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13. ANOTHER LIMITED EDITION TO KEEP THINGS
INTERESTING
ENTIRE DIFFERENT PRODUCT LINE TO ADD VALUE
PORTFOLIO
STRATEGIES WHICH ARE SUCCESSFUL IN OTHER
MARKETS LIKE REGIONAL MANAGEMENT HUB
MARKETING VIA ASSOCIATIONS AND THROUGH
DIGITAL MEDIUM
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