Read the article: “ Thirsty for Growth, Liquor Giant Taps African Market ” and then perform a case analysis that covers the following questions: Why haven’t Diageo’s global branding strategies worked...

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Running Head: ARTICLE ANALYSIS
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ARTICLE ANALYSIS
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Why haven’t Diageo’s global branding strategies worked in Africa?
Diageo is a premium brand and has entered the African market and popularized their brand as a premium class in the country using their global branding strategies. It failed because the company did not make a study about the population and their requirement. In other words, every company should adapt to the local requirement so that they will be in a position to reach more people and popularize them in the market (Evans, 2015). More players in the market are selling products at cheaper rate in various part of the country that is affordable by various people in the region.
Pernod Richard is another popular brand that has become more popular in the region as they well selling their products at a cheaper rate than the local sellers in the slum. It made them attract more customer. In Africa, the company has less affordability and therefore, it is not easy to afford any product at a higher price like that of Diageo product when cheaper alternatives are available in the region (Evans, 2015). Similarly, Diageo has reduced their product package, and quality that was distinctive and cheaper and better alternatives were available...