January 2016
Intermediate to advanced
480 pages
132h 28m
English
book
Strategic Management: A Competitive Advantage Approach, Concepts and Cases, 16/e
by Fred R. David, Forest R. David
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Perceptual Mapping
Two product-positioning maps for Constellation could be prepared for its (1) wine and spirits and (2) beer businesses. The maps could use the dimensions Many Varieties versus Fewer Varieties and Budget versus Premium brands. Diageo, United Spirits, and Brown Forman have many offerings in the spirits category that are recognized as premium brands. However, Constellation has the most variety in terms of wine at more affordable prices than its competitors.
The beer market is highly competitive in the United States, with the craft beer segment growing more than 13 percent annually. However, Constellation has a niche market as it imports three of the top five imported beers in the United States. These beers are perceived as Mexican ...
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