Case Study Analysis and Solutions

Case ID: 514054

Abstract:
Case Solution & Analysis for Diageo: Innovating for Africa by David E. Bell, Damien P. McLoughlin, Mary L. Shelman
Diageo, the world's leading premium drinks business, had a long history in Africa starting from its beer brand, Guinness, first exported to Sierra Leone in 1827. By 2013, 13% of Diageo's global revenues were from Africa, up from 9% in 2007. Diageo Africa President Nick Blazquez was considering how to seize the opportunities presented by rising populations and incomes while navigating increased competition and the unique challenges presented by frontier markets. The case describes Diageo's innovation process and two recent product launches developed specially for Africa. It also discusses government relations and the need to develop local production and raw material supply chains.

Keywords:
Emerging markets, Innovation, Marketing, Diageo Innovating for Africa Case Solution

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