Maxxium Worldwide BV
Euromonitor International's company profile, Maxxium Worldwide BV offers detailed strategic analysis of the company's business, examining its performance in the spirits market. The report examines company shares by region and sector, brand portfolio and new product developments, market and distribution strategies, challenges from the competition and future prospects. Use it to understand opportunities and threats facing the business and the factors driving success .
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Chapters: 8 | Tables: 13 | Publication date: Aug 2006
Table of contents
1. INTRODUCTION
1.1 KEY FACTS
Summary 1 Maxxium Worldwide BV: Key Facts
2. CORPORATE OVERVIEW
2.1 FINANCIAL PERFORMANCE
Unique financial model
Core brands and markets sustain growth
Maxxium records a net profit
Higher levels of investment in growth
Table 1 Maxxium Worldwide BV: Financial Summary 2001-2005
2.2 GEOGRAPHIC COVERAGE
Core market strategy intensifies
European presence and expansion
Jim Beam Brands acquires brands from Pernod Ricard
Maxxium shifts its focus to North America
Upturn in Asia-Pacific
Table 2 Maxxium Worldwide BV: Sales by Region 2003-2005
3. STRATEGIC OVERVIEW
3.1 OPERATIONAL STRATEGIES
Internal operations
External operations
Summary 2 Maxxium Worldwide BV: Business Agreements 2005
3.2 MARKET DEVELOPMENT
Declining volume
Growth forecast
Table 3 Maxxium Worldwide BV: World Sales Performance of Company’s Major Markets
4. SPIRITS BUSINESS OF MAXXIUM WORLDWIDE BV
4.1 SPIRITS BUSINESS DEVELOPMENT
Consolidated presence
Vin & Sprit joins in 2001
Creating subsidiaries
Strategic alliances
Shareholder portfolio growth
Germany and Spain – target markets for growth
4.2 SPIRITS NET SALES & PROFITS
Downstream earnings
Core brand growth
Profitability is key
Table 4 Maxxium Worldwide BV Spirits Sales & Profits 2001-2005
5. MAXXIUM WORLDWIDE BV PERFORMANCE IN SPIRITS
5.1 COMPETITIVE CONTEXT
Multinational competitors
Absolut versus Smirnoff
Absolut in Canada
Whisk(e)y brands
Specialist in whisk(e)y types
Brandy and cognac range
Liqueurs dominated by Baileys
5.2 MARKET POSITIONING
Premiumisation
Prestige positioning
Duty free
White spirits principal brands
Scotch heritage
Liqueurs – challenging the domination of Baileys
Distribution channels
5.3 MARKET COVERAGE
Regional strengths
Streamlined growth
Local focus
Australasia
United Kingdom
Canada
Asia-Pacific
Latin America
Product coverage
Diversified in whisky
Absolut still dominates white spirits
Liqueur brand expansion
Specialist brandy and cognac
5.4 MARKETING STRATEGIES
Global brand-building
Local expertise
Fortune Brands
Rémy Cointreau
Vin & Sprit
Highland Distillers
5.5 DISTRIBUTION STRATEGIES
Expansion to global duty free
Leverage into joint ventures
United entry to new markets
6. MAXXIUM WORLDWIDE BV SPIRITS BRAND ASSESSMENT
6.1 BRAND PORTFOLIO
Premium portfolio
6.2 NEW PRODUCT DEVELOPMENT
Absolut – new flavours and seasons
Targeting younger drinkers
Rémy Cointreau – new flavours and FABs
Packaging development
6.3 CORE BRANDS
Absolut
Table 5 Absolut: 2004 Brand Shares in Major Markets
Jim Beam
Direct competition with Jack Daniel’s
Table 6 Jim Beam: 2004 Brand Shares in Major Markets
Rémy Martin
Table 7 Rémy Martin: 2004 Brand Shares in Major Markets
7. MAXXIUM WORLDWIDE BV SPIRITS STRATEGIC EVALUATION
7.1 MAXXIUM WORLDWIDE BV SECTOR POTENTIAL
Exposure to most categories
Gradual rather than rapid growth
Targeting growth markets for vodka and gin
Disappointing rates of growth for tequila
Whisk(e)y outlook dim
Scotch and bourbon – mixed fortunes
Cognac and liqueurs likely to under-perform
Low presence in rum
Benefits of Fortune Brand’s acquisitions
Table 8 Maxxium Worldwide BV: World Sales Performance of Key Sectors of Involvement 2004
7.2 SWOT ANALYSIS
Strengths
Weaknesses
Opportunities
Threats
7.3 FUTURE PROSPECTS FOR SPIRITS BUSINESS
Cost efficiency improves
Investment in new global IT system continues
Targeting value growth and widening the target groups
Acting on local trends
Diversified exposure
Further consolidation to exert increased pressure
8. APPENDICES
8.1 APPENDIX 1 – MAXXIUM WORLDWIDE BV BRAND PORTFOLIO
8.2 APPENDIX 2 – SUBSIDIARIES AND AFFILIATES OF MAXXIUM WORLDWIDE BV
Summary 3 Maxxium Worldwide BV: Subsidiaries 2004
8.3 APPENDIX 3 – WEBSITES OF MAXXIUM WORLDWIDE BV
Summary 4 Maxxium Worldwide BV: Websites
8.4 APPENDIX 4 – HISTORY AND CORPORATE DEVELOPMENT
Summary 5 Maxxium Worldwide BV: Historical Development