Smirnoff Export Marketing Plan into China.

Part D: Company Description 1. History Significant milestones in the development of the business Diageo, formed in 1997 following the merger of Guiness and GrandMet, is the world's leading premium drinks business with a collection of alcohol beverages in the spirits, wine, and beer categories. With its headquarters in London, the word, "Diageo" comes from the Latin word for "day" or dia in Latin and the Greek word for "world" or geo. It is this global outlook …

…South Korea and 41.9 in Japan. However, the country houses around a sixth of the world's population and its economy is one of the fastest growing. China is already the world's biggest producer of beer with output of some 24 million tones per year. Analysts recently cited Russia and China as two of the most important emerging beer markets in the world, even predicting the two nations could make up half of the global beer market by 2010.