Ivey Publishing
Product Portfolio Planning at Estonia's Saku Brewery
Product Number:
9B05A028
Publication Date:
11/28/2005
Revised Date:
02/18/2010
Length:
21 pages (9 pages of text)
Product Type:
Case (Field)
Source:
Ivey
The chief executive officer and the marketing director of Saku Olletehase AS of Estonia must decide on the company's product portfolio plan. Saku enjoyed market leadership in Estonia with its brand Saku Originaal; however, the strength in market share has weakened in recent years due to increasing competition and greater marketing acumen from other domestic producers. While domestic beer sales have fallen, the company has experienced increases in other product lines such as alcoholic long drinks, cider and non-alcoholic beverages, which compliment its existing agreement to sell Pepsi and 7Up. For the last three years, the company has had the exclusive right to resell three well-known international beer brands (Guinness, Kilkenny and Carlsberg) in Estonia. With so many options and finite marketing resources, the company needs to decide where to focus its effort.
Issues:
Disciplines:
International,  Marketing
Industries:
Manufacturing
Setting:
Estonia, Medium, 2004
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Translations: Simplified Chinese (22 pages) , Traditional Chinese (22 pages)
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