Ups and Downs: Diageo's Adventure in China's Traditional Liquor Market

科研成果: 其它稿件案例

摘要

This case describes Diageo's acquisition of shares in Shuijingfang Co. Ltd, a traditional Chinese Baijiu maker, from 2006 to 2019. The setting is the spirits sector in China, which accounted for nearly a quarter of global consumption during this period. Diageo has amassed significant experience in M&A activities on different continents since its formation in 1997, most of which were highly successful, propelling it to become the global leader in the alcoholic beverage industry. However, Diageo's adventure with Shuijingfang in the Baijiu sector experienced plenty of ups and downs. The challenge lay in how Diageo could achieve its strategic goal of entering the largest, most profitable, and fastest-growing Baijiu segment in China by acquiring a domestic Chinese Baijiu maker. Diageo had to make several difficult decisions, weighing the inherent value that Shuijingfang could bring to the group and determining the best way to leverage Diageo’s global expertise in the high-end spirits market within the Chinese Baijiu sector, while also adapting to the local context.
源语言英语
页数11
出版状态已出版 - 30 4月 2024

案例编号

STR-24-012

案例规范编号

STR-24-012-CE

案例类型

Field Case

更新日期

24/04/2024

附注

For more details, please visit www.chinacases.org

来源

China Europe International Business School

案例学科表

  • 综合管理
  • 战略

案例行业表

  • 住宿与餐饮服务

指纹

探究 'Ups and Downs: Diageo's Adventure in China's Traditional Liquor Market' 的科研主题。它们共同构成独一无二的指纹。

引用此