How Diageo Won Kenya's Price-Sensitive Market ; When Spirits Maker Diageo Faced Slowing Growth in Developed Economies, It Started Expanding in Emerging Markets. This Study Looks at How Diageo Developed a Safe, Cheap Beer for the Kenyan Market

Executive summary: When spirits maker Diageo faced slowing growth in developed economies, it started expanding in emerging markets. It sniffed an opportunity at the bottom of the pyramid in Kenya. Poor people in this East African nation could not afford expensive branded beer and drank illicit, ... (Publication: Business Today)