Swot Analysis Of Pernod Ricard
Company Analysis
Incorporated in 1975 following the merger between two french manufactures of anis liquors, Pernod and Ricard, Pernod-Ricard group is the world 's second largest wine and spirits group. Specialized in alcohol beverage, the group holds a handful of premium spirits brand from anise-based spirits to whiskies including wine, rums and other liquors.
The Pernod Ricard portfolio is characterized by its diverse offerings, ranging from the local brand to the iconic. As a consequence, Pernod Ricard caters to a wide range of preferences ranging from locally produced budget whiskeys to luxury champagne products. Its global presence and ownership of influential brands provides it with a strong infrastructure for marketing and brand development
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At the beginning of 2013, Pernord Ricard held the second position in the overall spirit industry with share of 19%. Moreover, they were responsible for 7% of the Whiskey industry (Jameson, Chivas…) and 9% of the vodka industry (Absolut...).
Strategy and Strategic Brands
Clearly, Pernod Ricard wants to be the world’s leading wine and spirit firm. To achieve its goal, they set up an overall Group strategy based on a decentralized model. As stated in Pernod Ricard’s annual report its strategy relies on five key areas:
• Investing primarily in Pernod Ricard’s international strategic brands (Absolut, Chivas..).
• “Premiumization” strategy which will set the comany at high end market and it will secure the profitability and growth.
• Focusing its business activities to emerging markets because they have the greatest perspective of growth.
• Seizing new consumption opportunities.
• Growing through M&A so to remain a strong player in the wines & spirits segment. Indeed recently, Pernod Ricard purchased majority share of Monkey 47, a high-end German brand and acquired in 2015 Kenwood, a California premium wine. They also sold its wines and brandies Domecq to the company Bodega Las
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In 2014 Pernod Ricard launched the Allegro project, a prioritization, simplification and mutualization. The project will be applied to all the Group’s affiliates. Pernod Ricard has one of the most premium brand portfolios of the industry. The Group has 37 premium brands in which invests systematically and relies on them for its development. The 37 premium brands include the “Top 14” spirits and champagnes, the 5 priority premium wine brands and the 18 key local spirits
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