tfolio small. The company should seek out the acquisition of local beers in foreign markets. These local beers would then provide a platform on which to introduce Diageos existing beers into new markets.- One possible acquisition would be a Central European brewer in advance of the regions entry to the EU.- The company also needs to acquire a major mainstream lager as Harp is not performing well in the world lager market. Licensing- The company should take control of overseas production, and move away from the licensing policy it employs. This would give the company more control over the marketing and production of its products. Retail Partnerships- Diageo needs to build strong partnerships with retail customers to temper their growing power. Category management and promotional activities could provide strong future growth .- These partnerships could also help Diageo to take advantage of the own label beer market, which now accounts for 13% of the total market in Europe . Investment in Technology - Diageo needs to keep up to date with new advances in production technologies which can bring lower production costs. Cost savings from new technology could be diverted into marketing as the need for product differentiation through branding increases....
