Angostura Generic Company Strategy
Companies operating within different industries all have something in common in term of establishing a competitive strategy that would move the firm forward. Like any other firm this is the goal of Angostura. According to Thompson, “a company strategy is management action plan for competing successfully and operating profitable, based on an integrated array of considered choices” (Thompson 4). Being our only local rum distillery company, Angostura continues to stay focus on building their brand this achieved through their business tactics for which managers of the firm are employing to compete successfully to improve the firm’s performance for sustainable growth. Due to the number of years Angostura …show more content…
The company does not compete on price neither do they engaged in similar activities as their competitors do to boost sales. Nevertheless, from its’ inception Angostura continues to succeed at delivering superior value through a broad differentiation strategy which they deployed on a broad scale in to sustain their competitive standing point this. To illustrate the extent of their success reports were made available concerning numerous awards won by the company both internationally and locally for their premium quality and innovation in their product offering. Thompson further stated that a “firm’s differentiation strategy depends on meeting customers’ needs in unique ways or creating new needs through activities such as innovation or persuasive advertising” (Thompsson149). Angostura does well at providing premium rum that is distinct in taste and quality. In addition, by way of observation, data collected and the company’s website it has been indicated that Angostura has diversified is operations narrowly into unrelated industries. To further explain they first started of their operations within the Rum distillery industry then later on ventured into a unique product that is, Angostura aromatic bitters that isn’t considered a rum or alcohol beverage to simple put it more recognized as multipurpose product that adds flavour to almost any and everything …show more content…
As a result they have managed to draw customers because they set themselves apart from their competitors. According to reports made available on the company’s website Angostura demonstrates high degree of professionalism. As noted, “blending rum is an art that is acquired from years of experience. Angostura’s blenders have been trained on original traditions and are celebrated experts who closely maintain guarded formulas and techniques. All Angostura rums are aged in American oak casks that were once used for aging bourbon. As the rum ages the interaction of the liquid and the oak results in a mellow well-balanced rum in a smoothness that is characteristic of Angostura’s blends” (Angostura 2014). Apart from having professionally trained distillers, other resource capability arises from among the company’s quality department, and brand team. It was indicated from investigation of their operations that the firm is ISO certified and so quality and control procedures are practiced and thus incorporated into the firm’s organisational culture. At the firm there is a department for every aspect of their operations and so the department in charge of quality ensures product specifications are being met and at the same time pays special attention to complaints if any. All complaints are taken serious and would at all times be
Companies operating within different industries all have something in common in term of establishing a competitive strategy that would move the firm forward. Like any other firm this is the goal of Angostura. According to Thompson, “a company strategy is management action plan for competing successfully and operating profitable, based on an integrated array of considered choices” (Thompson 4). Being our only local rum distillery company, Angostura continues to stay focus on building their brand this achieved through their business tactics for which managers of the firm are employing to compete successfully to improve the firm’s performance for sustainable growth. Due to the number of years Angostura …show more content…
The company does not compete on price neither do they engaged in similar activities as their competitors do to boost sales. Nevertheless, from its’ inception Angostura continues to succeed at delivering superior value through a broad differentiation strategy which they deployed on a broad scale in to sustain their competitive standing point this. To illustrate the extent of their success reports were made available concerning numerous awards won by the company both internationally and locally for their premium quality and innovation in their product offering. Thompson further stated that a “firm’s differentiation strategy depends on meeting customers’ needs in unique ways or creating new needs through activities such as innovation or persuasive advertising” (Thompsson149). Angostura does well at providing premium rum that is distinct in taste and quality. In addition, by way of observation, data collected and the company’s website it has been indicated that Angostura has diversified is operations narrowly into unrelated industries. To further explain they first started of their operations within the Rum distillery industry then later on ventured into a unique product that is, Angostura aromatic bitters that isn’t considered a rum or alcohol beverage to simple put it more recognized as multipurpose product that adds flavour to almost any and everything …show more content…
As a result they have managed to draw customers because they set themselves apart from their competitors. According to reports made available on the company’s website Angostura demonstrates high degree of professionalism. As noted, “blending rum is an art that is acquired from years of experience. Angostura’s blenders have been trained on original traditions and are celebrated experts who closely maintain guarded formulas and techniques. All Angostura rums are aged in American oak casks that were once used for aging bourbon. As the rum ages the interaction of the liquid and the oak results in a mellow well-balanced rum in a smoothness that is characteristic of Angostura’s blends” (Angostura 2014). Apart from having professionally trained distillers, other resource capability arises from among the company’s quality department, and brand team. It was indicated from investigation of their operations that the firm is ISO certified and so quality and control procedures are practiced and thus incorporated into the firm’s organisational culture. At the firm there is a department for every aspect of their operations and so the department in charge of quality ensures product specifications are being met and at the same time pays special attention to complaints if any. All complaints are taken serious and would at all times be