case 16 global wine and spirits giant pernod ricard s growth strategies

As the company prepares for the impending transition of its leaders and as the industry prepares to see the rivalry intensify between its top producers, Patrick Ricard, Chairman of Pernod Ricard (PR), is evaluating the company’s potential to achieve its aspirations of becoming the number one player in the global wine and spirits industry before he retires in 2008.

Ricard has asked you to participate in a strategy session to discuss the following agenda items:

1. PR’s Competitive Advantage

2. External Conditions in the General and Industry Environments

3. Key Components of PR’s Strategy

4. Competitive Comparison along the Following Dimensions

o Scope of Operation

o Performance

o Market Share

o Strategic Focus

o Brand Management

5. Biggest Challenges Facing PR

Knowing Ricard will expect you to fully contribute to the discussion and decisions made during the meeting, you plan to bring a written analysis of each of the agenda items, including a full brand analysis, and a set of recommendations which you think are essential for PR to be able to succeed in its plans.

 

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