MGT4023 - Strategic Analysis & Overview: Glasgow Distillery Company

This case study provides a strategic overview of the Glasgow Distillery Company, founded in 2014 and named after an original Glasgow distillery from 1770. It includes a SWOT analysis, highlighting the company's vintage brand and customer-driven approach as strengths, while addressing weaknesses such as inability to target the mass market due to high pricing and challenges in balancing supply and demand. Opportunities lie in the growing popularity of whiskey and bourbon, but threats include competition and distribution channel weaknesses. The analysis also touches on technological aspects, such as the company's unique brewing process and use of social media for advertising. The case study references academic sources to support its findings and provide context for the company's strategic position.

STRATEGIC
MANAGEMENT

 Glasgow is one of the Whiskey Distillery
company which was founded in the year
2014
 The company has taken the name from one
original distillery company of Glasgow
("Glasgow Distillery Co | Discover the
Spirit of Glasgow", 2018).
 Founded in Dundashill in the year 1770 and
the company is active at present as well
OVERVIEW OF THE GLASGOW
DISTILLERY COMPANY

SWOT ANALYSIS
Strengths
 Vintage Brand- It is the first aspect wherein the company is strongly associated
with square bottle along with charcoal flavor and dark brown color of the whiskey
 Customer-Driven- This is the second strength wherein the overall focus of the
organization is to enhance the satisfaction of different customers. Different
sponsorships have helped them in serving the customer effectively (Rothaermel
2015)

Weaknesses
 Inability to target the mass: As the pricing is high, the company has kept
the different pricing of the products is high in nature and the premium kind
of pricing is not affordable for all the individuals (Rothaermel 2015)
 Balance in Supply and Demand: Though this is the vintage brand, there are
challenges relating to supply and demand as the demand was higher than the
supply and this was ineffective for the overall efficiency of the organization
Contd…

Opportunities
 Growing popularity of whiskey and bourbon: The increase in the consumption of the alcohol
among the different individuals in the different societies have been able to increase the sales of the
company in an effective manner
Threats
Competition and Distribution Channel: The competition have become huge in the entire society
wherein there are other competitors such as Jack Daniels which can be a threat to them along with the
weakness in the channel of distribution as they are not so competitive in case of the suppliers channel
(Grant 2016).
Contd…

 Firstly, this is the first company which used malt producing distillery since 1902
 Brewing process is different and unique from others which is technologically advanced
 The selected finest grains are selected from Lynchburg’s springs and which is tempered
by whiskey (Bull et al. 2016)
 Usage of the social media and online advertising is the technological advancements
which is being adopted by the company in terms of the advertisement of the products
Technological Aspects

 Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N.,
Baulcomb, C., Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk,
E., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis of
the ecosystem services framework. Ecosystem Services, 17, pp.99-111.
 Glasgow Distillery Co | Discover the Spirit of Glasgow. 2018. Retrieved from
https://glasgowdistillery.com/
 Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John
Wiley & Sons.
 Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
References