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Jack Daniel Case Study

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Jack Daniel’s International Strategy: By sticking to Its Homespun, Down-Home Story, the Tennessee Sour Mash Whiskey Has Increased Sales at Home and Abroad

In the United States Jack Daniel sales showed no growth in the 80s and 90s; the only growth was for premium and superpremium whisky (Pearce and Robinson 2009). The company realized that generation X & Y did not have the same taste as the baby boomers; therefore, they need to change their strategies. Jack Daniel came up with a strategy to target younger crowds who surprisingly preferred the premium taste of Jack Daniel in overseas markets.

In order to implement their strategies Jack Daniel had to conduct an internal and external assessment of the company. Although the company had already been selling whisky globally, their assessment would be in how to reach a younger audience before entering the niche market. Jack Daniel needed to assess their internal factors such as advertising and marketing strategies for targeting youth in other countries. For example, sponsoring concert events and placing ads that would attract the Chinese or London’s youth. External factors that Jack Daniel needed to assess were where they were planning on placing these marketing ads and how will their whiskey reach youth in other countries.

Jack Daniel has a super strong brand story that has proven to overcome any overseas backlash. The whisky story comes from small town USA; giving them visual advantage of how Whisky should be made. Marketing the idea of a home town produced whisky is all over the streets of London, which has made “Britain the second largest market outside the United States” (Pearce and Robinson 2009 Pg 25-2). In China, sales are higher than five years ago due to Jack Daniel’s marketing strategy. Their ads of the iconic black and white bottle are seen on trains in China; however, they leave the small town story

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