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Angostura

In: Business and Management

Submitted By shars
Words 5622
Pages 23
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 outside influences that hampered on their performance (see Appendix 2). 1.1 Competitor’s Analysis
The two (2) primary local competitors in Trinidad and Tobago regarding the distribution of alcohol are AS Bryden& Sons Limited and Alston’s Marketing Company Limited (AMCO). They have feverishly pursued in obtaining the local target market with imported premium spirits that embodies recognition globally.

Alston’s Marketing Company Limited (AMCO)
Price is based on Product Line Pricing, Competitive Pricing and also Premium Pricing because of the premium spirits they offer to their consumers. Import tax and duties are major contributors in determining final pricing. AMCO’s main distributing center is located in Chaguanas, Trinidad and Tobago. The company maintains Fast Moving Consumer Goods (FMCG) and are physically distributed through their distribution channels to its buyers. There are four (4) main trading divisions which are Pharmaceutical and Cosmetics, Wines and Spirits, Food service and Cold chain (see Appendix 3). Their main promotional strategies include giveaways, discounts, free samples, ‘buy one get one free’…...

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