1 case(s) found.
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.
-
Reference 6286
-
Published 26 Jun 2017
-
Length 30 page(s)
-
Topic Marketing
-
Region Global
-
Industry Food and Beverages Production
The case decribes Johnnie Walker’s efforts to move from a multi-local product-focused brand to a global master brand, underlining that the switch is a strategic business decision. It begins by understanding and addressing a global customer need, then managing the standardization of marketing activities across markets, with significant internal changes required to existing structure and process.