“Should we invest more in Research & Development or in Marketing to ensure success in the future?” That is a question every manager of a company should ask himself. You cannot only invest heavily in the front end of your business, you cannot just focus on short-term. You also need to figure out how the company wants to have success in the future, how you want to survive on long-term. The key issue in this case study lies upon which part Glenmeadie should invest more in the front-end of its business or in product innovations.Bob Littlefield is the division president of Glenmeadie, an accomplished Scotch Whiskey company that proved its superior quality in the International Wine and Spirits Competition by winning four gold medals.
Glenmeadie organises every year a Tastemakers programme to promote their Whiskey and which assists to improve interactions with customers – they had four of these Tastemakers gatherings planned in each of 25 cities this year alone – this time the Tastemakers event took place in New York. This one went over the budget, so they should make it up in the other cities, to reach an average of $15.000 per event.
Best services for writing your paper according to Trustpilot
Bob’s performance in the next few years would be a test of his ability to take on greater responsibilities at Worldwide Spirits, Glenmeadie’s parent company.First, Bob notices various points throughout the evening how hard it would be to measure the Return On Investment on this kind of expense. On the other hand, the positive news is that sales started to climb. Due market research they knew that the sales are increasing due more repeat purchases, higher individual buyer consumption and greater share of wallet. But if the trend continues, they are at risk of outselling their single-batch and aged reserves.Secondly, Glenmeadie made several marketing activities, not only a Tastemakers programme in 25 different cities. The company also developed new interactive capabilities, like a website, software such as gift card printing and label making and a new customer information phone service.
The aim of the marketing plans by Glenmeadie’s CMO, Nevin Wallace, is “making customers feel a more personal connection with the brand” with encourages sales to rise quite dramatically. In spite of the fact that Glenmeadie has apparently made considerable efforts in its marketing, the Whiskey company still has significant
