Angostura

5614 words 23 pages
1.0 THE COMPANY’S ANALYSIS

Located in Laventille, Trinidad and Tobago, Angostura Limited is the manufacturer and distributor of an assorted collection of drinks which include rum, distilled spirits, gins, wines and scotches, pre- mixed drinks and sauces that is acclaimed by an adult oriented market. The company announced that it incurred a billion-dollar loss in 2009 because of money owed to it by its parent, CL Financial. Even so, the Angostura Group managed an after-tax profit of $371 million in 2010.The marketing tools employed by Angostura Ltd has led them to regain profitability in the local market (see Appendix 1). The financial crisis that ravaged them in recent years was not only the result of their parent company but also
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* Availability of substitute products such as the de-criminalization of marijuana. * Swift changes in taste and preference of consumers with increasing trends and seasonality. | Source: Student (2014)

AS Bryden& Sons (Trinidad) Limited
The company possess similarities to AMCO. Pricing strategies also relate to Competition Pricing, Premium Pricing and Product Line Pricing. There are laws and regulations that hamper their final prices on spirits such as taxes. The place of distribution is situated at San Juan, Trinidad and Tobago. “The Bryden Group encompasses activities in a broad spectrum of industries in Trinidad, but A.S Bryden itself is wholly focused on the distribution of fast moving consumer goods (FMCG) and is grouped into three sales teams specializing in Food & Grocery, Hardware & Housewares and Premium Beverages (see Appendix 4) ably supported by a state- of – the- art warehousing and Distribution Centre.” (www.brydenstt.com). The determinants of their sale is elevated through promotional strategies such as coupons, shopping sprees, advertisements, free samples, giveaways and brand promotion.

Figure 2: SWOT ANALYSIS (AS Bryden) Strengths * A wide variety of products from hardware items to food and premium beverages. * Well established regional company. * Recognized brands locally and internationally. * Continuing promotional strategies. * Distinguished customers are HiLoFood

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