Jack Daniel's International Strategy Business Thesis

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By implementing almost the same strategy for half a century the brand is emphasizing continuity.

Another trait that the marketing campaign around Jack Daniel's is trying to emphasize consists in returning to the roots, relating to the beginning of the brand. This also shows strength and trust in the brand.

The company's marketing department understands that if anything were to change regarding the Jack Daniel's brand, it would mean that the company itself does not trust the product has the capability to handle the changes in the alcoholic beverages worldwide market.

Even so, this strategy is understood in different manners by consumers belonging to different countries, and therefore, to different cultures. In Britain, customers appreciate the small-town story, less touched by industrialization and globalization. In China and India, however, younger customers do not appreciate these images because they do not represent an evolution for them.

Even so, the marketing strategy in these countries has not been modified, given the fact that the company believes the customers will relate more to the idea behind the strategy.

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The figures, the profits, and the volumes of sales are a proof of the fact that such a strategy based on continuity, simplicity, and tradition is successful in most countries. It is likely that the company will continue to market Jack Daniel's under the same strategy in the future. The forecasted volume of sales is expected to increase in some of the countries addressed by Jack Daniel's, which means that the company can continue following the same marketing direction.

Reference list:

1. Robinson, J. (2007). Jack Daniel's International….....

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