Tequila Ambhar: Designing a Growth Strategy for the US Market
商品編號：9B20A026
出版日期：2020/04/13
再版日期：2020/04/13
商品來源：
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：tequila;branding;Mexico
難易度：5 - MBA/Postgraduate
內容長度：12 頁
地域：Mexico; United States
產業：Accommodation & Food Services;
事件年度：2017
The chief executive officer of Ambhar Global Spirits LLC joined the company in 2003, when its Tequila Ambhar brand was immersed in financial and image problems. He dedicated himself to reconfiguring the positioning of Tequila Ambhar, establishing it as a product of high quality and sophistication for knowledgeable consumers. With this conviction, he worked closely with a tequila industry consultant to modify product and marketing components and perfect the production process, to create a fully Mexican, 100 per cent agave, handmade tequila with a high-end premium positioning. By 2017, the chief executive officer believed the time was right to raise the bar on Ambhar’s positioning and distribution in the US market. With great expectations for the product, and with the support of the board of directors, he intended to develop a commercial plan to increase market share by 30 per cent. However, he and the expert consultant were at odds on the next logical step for the brand: strengthen strategic alliances to reinforce the distribution network and increase points-of-sale in the United States, or improve branding to make the tequila more authentic and bring it closer to the consumer?
教學手冊：8B20A026;
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