Case Name :      Product Portfolio Planning at Estonia’s Saku Brewery

Authors :           Michael R. Pearce, Jordan Mitchell

Source :             Ivey Publishing

Case ID :            905A28

Discipline :        Marketing

Case Length :    21 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The CEO and the marketing director of Saku Olletehase AS of Estonia must decide on the company’s product portfolio plan. Saku enjoyed market leadership in Estonia with its brand Saku Originaal; however, the strength in market share has weakened in recent years due to increasing competition and greater marketing acumen from other domestic producers. Although domestic beer sales have fallen, the company has experienced increases in other product lines, such as alcoholic long drinks, cider, and nonalcoholic beverages, which complement its existing agreement to sell Pepsi and 7Up. For the last three years, the company has had the exclusive right to resell three well-known international beer brands (Guinness, Kilkenny, and Carlsberg) in Estonia. With so many options and finite marketing resources, the company needs to decide where to focus its effort.