Strategy Turnaround and Growth Strategy / Louis LINYER / 2018

Titre : Strategy Turnaround and Growth Strategy : How to optimize brand equity through a turnaround strategy? The French Aperitif Return Type de document : Mémoire Auteurs : Louis LINYER Année de publication : 2018 Importance : 27 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management CROISSANCE DE L'ENTREPRISE ; MARQUE ; STRATEGIE Entreprise PERNOD RICARD Résumé : Through this study, the author tried to demonstrate how a company can leverage strong brand capital to boost growth and diversify. BYRRH group is an atypical example because this group knew an international success in the 1930s as Coca Cola now. Then, after locking itself into a single-product strategy, its sales and impact on the aperitif market decreased considerably. However, the qualitative and healthy image for healthcare in promoting people at the heart of the strategy has not been impacted. Through the past, and in particular the construction of the largest tank in the world, BYRHH had important production factors and values resonating today. BYRRH have the keys to rebuilding it. The group acquired by Pernod-Ricard will have to invest in promotion and distribution and diversify their production. The company will have to adapt to new consumption modes and new technologies to regain success. The challenge that BYRRH will have to answer is to combine a strong past and new innovations adapted with needs in a constantly changing society. A strong brand equity that new generations seem to forget. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485053