Evaluation of Growth Strategies Essay examples
STRATEGIC MARKETING MANAGEMENT (STB400V/2010) ASSIGNMENT 02
“Evaluation of the Possible Growth Strategies that Amarula could follow in order to achieve a double-digit growth in volumes in the next three years”
Mr. B. Banyishayi Student No: 35124857
2 1. INTRODUCTION
In this assignment I will evaluate the possible growth strategies that Amarula could follow in order to achieve a double-digit growth in volumes in the new three years.
Amarula was initially launched as a clear liqueur in October 1983. However, its appeal was limited and in 1989, the decision was made to extend the …show more content…
2.4 Growth through Integration Growth can also be generated through integration, which is the combination of various levels of a distribution system so that they work together under the control or ownership of one organization. The various independent levels now work together as one independent system (Du Plessis et al. 2006:270). In forward vertical integration Amarula could move downstream with respect to product flow, such as a creation of Amarula cream retail outlets. Backward vertical integration could occurs when Amarula moves upstream towards its suppliers or raw-material sources. For instance, Amarula should invest in developing its own marula tree farms to ensure the availability of a specific quality and type of marula. Another form of integration is horizontal integration. For instance, Amarula could take over its