Teaching Note: Case 4: Diageo in Turkey: The Lion’s Milk Versus Global Spirits

Abstract

Case starts with a global giant acquiring a local giant company. Both companies own some very strong brands. Post-acquisition era demands a new marketing strategy. The defined market, and the nature of competition need to be revisited. Competitive competencies need to be re-identified, in the face of changing economic, political, and taxation conditions in Turkey and abroad.