Read the article: “Thirsty for Growth, Liquor Giant Taps African Market”
Link of the article: https://www.wsj.com/articles/thirsty-for-growth-liquor-giant-taps-african-market-1438309801
and then perform a case analysis that covers the following questions:
- Why haven’t Diageo’s global branding strategies worked in Africa?
- What has the company done to change its marketing strategies?
- Are there risks to the Diageo brands to the new approach?
- What are the social implications of Diageo’s actions?