Abstract:
This case study examines foreign market entry and expansion strategies of the Pernod Ricard Group (PRG), the second largest producer of wine and spirits in the world in 2016. It focuses on two expansion routes: external acquisitions; and organic growth. The case provides background on the differences and similarities of PRG’s market entry and expansion strategies in developed and emerging markets. It also provides data on key regions and countries, allowing readers to evaluate and analyse priority markets for expansion. PRG has typically initiated market entry through a greenfield establishment. In this case, students must compare the role and profitability of a greenfield establishment to that of an acquisition strategy, using careful evaluation and analysis to explain how each could play out, in mature markets and particularly in emerging markets.
