The Penfolds case was created to help pupils think through brand positioning and brand portfolio questions. One of the planet's best known brands of wine, Penfolds, is performing badly and a brand new management team needs to rapidly reverse the company trends.
To do so, the new management team must answer crucial questions, such as: What's Penfolds' positioning? Has the brand expanded too far? Can Penfolds successfully play in all price segments of the wine industry?
Penfolds case study solution
PUBLICATION DATE: May 19, 2011 PRODUCT #: KEL524-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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