Free Research Paper About How To Big Global Businesses Compare

Type of paper: Research Paper

Topic: Company, Business, Workplace, Beam, Culture, Alcoholism, Brand, Products

Pages: 4

Words: 1100

Published: 2020/11/13


In this highly cut-throat business environment and speedily advancing business world, it has become highly important for companies to ensure that they have proper structure, culture, strategies and procedures in place. This can help them to uphold sound market position and profitability levels. Likewise, this particular paper attempts to examine three different companies including Brown Forman, Bacardi Limited and Beam Suntory from different aspects affecting the business environment.

Overview of the Companies

Brown Forman
Brown-Forman is regarded as being a diversified manufacturer of superior quality customer products. It was established by George Garvin Brown during 1870 in Louisville, KY, U.S (Brown-Forman, 2015). Its actual brand, Old Forester Kentucky Straight Bourbon Whisky, was the foremost bottled bourbon of America and continues to be one among the finest brands of Brown-Forman in the present day. Brown-Forman Company produces, bottles, exports, imports and markets a huge array of alcoholic beverage brands. The products of the company take in branded whiskey, wines, vodka, tequila, gin and bourbon. Brown-Forman offers employment to around 4,120 individuals all over the globe with around 1,000 situated within Louisville (Brown-Forman, 2015). The company, one among the leading American-owned spirits as well as wine corporations and amongst the top 10 biggest worldwide spirits firms, offers its products in over 135 different nations and has offices located within cities around the world. In all, Brown-Forman has over 25 brands within its product portfolio of spirits and wines (Brown-Forman, 2015).

Bacardi Limited

Beam Suntory
The record of Suntory started during the year 1899 at the time when the establisher Shinjiro Torii began manufacturing sweet wines (Beam Suntory, 2015). Being the globe’s third finest spirits corporation, Beam Suntory is developing the Spirits which move the globe. Held by Suntory Holdings Limited, the company holds a forceful portfolio with unmatched proficiency in whisky, directed through Japanese Whisky and Bourbon, and worldwide strength across several chief categories taking in tequila, cognac, vodka, rum and lastly, cordials (Beam Suntory, 2015). However, what sets the company apart is not just spirits — it’s legacy that dates back a long time period, an entrepreneurial culture and finally, enthusiastic worldwide team.

The below table compares three companies from different perspectives.

Government Influence and Regulations
Government Influence
Government influence and interference in case of Brown Forman, Bacardi and Beam Suntory is high. Companies need to operate in accordance to set rules by the government.


All three companies need to properly follow set rules and regulations prevailing within the industry. In case if it fails to do so it might face penalty and negative consequences.

Major competitors within the liquor industry

Brown Forman: Major competitors include Beam Suntory and Diageo Plc.
Bacardi Limited: Major competitors include Brown Forman Corporation, Pernod Ricard and Diageo Plc.
Beam Suntory: Major competitors include Brown Forman Corporation, Pernod Ricard and Diageo Plc.
Workforce and Culture
Brown Forman: All through the company, managers, executives and employees at different levels contribute the perspective and passion which builds its exceptional brand. The company is dedicated towards equality of opportunity within all spheres of employment. Moreover, it’s Brown-Forman’s policy to offer equal and full employment prospects to all staff members without regard to color, race, religion, ethnic origin, age, veteran status, gender, genetic information or other legally protected condition.
Bacardi Limited: It considers its people as being the finest ambassadors for company’s brands through highlighting their commitment towards Bacardi’s values of Caring, Trust, Passion and lastly, Excellence. Its objective is to offer development prospects for all employees encouraging them to become highly capable in their tasks and also good performers.
Beam Suntory: The company unleashes the ability of its people through developing a working atmosphere where all employees could take benefit of the development prospects company offers. It engages and supports its workforce and intends to become acknowledged from within and outside as an exceptional place to work. For Bean Suntory, exceptional people are capable and involved staff members who are appreciated for the exceptional contributions they put forward for the corporation.

Organizational Culture, Hierarchy, Distribution and Technology

Organizational Culture
Brown Forman: Brown-Forman's culture is a straight manifestation of the firm’s image and identity and intensely held traditional values related to integrity, trust, respect, teamwork and brilliance. The culture evidently emerging in the manner it treats its workforce, shareholders, consumers and societies.
Bacardi Limited: From modest starts within Santiago de Cuba, Bacardi developed the foremost mixable rum, introduced an entire cocktail culture and came up as the globe’s leading privately operated spirits corporation. The company’s culture involves a sound entrepreneurial spirit, giving importance to success but also rising up to challenges. The 150-year long history is imprinted against the background of war, epidemic disease, earthquakes and U.S. Prohibition. Bacardi leaders have constantly overcome adversities for emerging stronger, steadily placing the firm as an effective, multinational leader throughout the worldwide spirits market.
Beam Suntory: The Company seeks to do better than the market with an approach focused upon three straightforward strategic platforms of Developing Winning Markets, Building Famous Brands and Fuelling Growth. The strategy and vision is underpinned through its Winning Competitive Edge i.e. workforce who function hard in a culture which involves entrepreneurial thinking motivates inventive, innovative solutions and focus upon a collaborative approach.


Brown Forman: The company assures that it is completely dedicated towards the greatest levels of honesty all through the company. The top management team along with Directors hold the view that the sound corporate governance principles are an important element in its ability of delivering lasting, sustainable growth.
Bacardi Limited: The Company has operations worldwide, cemented through the continuing quality of its products as well as the reputation it has worked so hard for attaining and maintaining. Top management and employees belonging to different levels have regular interaction and participate in decision making.
Beam Suntory: The Company is committed towards the greatest level of ethical standards and remains dedicated and responsible to shareholders, staff members and the societies within which it operates. Top management and employees belonging to different levels have regular interaction and participate in decision making.


All three companies make sure that its products are easily available at right place at right time in right amount. They offer their products through retailers and wholesalers (Whalley, 2010).


All three companies make use of high-end and latest technology for producing products. It invests good amount of time and resources for research and development.


Bacardi Limited (2015). About Us Retrieved from company/about-us
Beam Suntory (2015). About Retrieved from
Brown Forman (2015). Our Company Retrieved from http://www.brown-
Whalley, A. (2010). Positioning.Strategic Marketing. (2nd ed., pp. 77). London, UK: Ventus Publishing ApS.

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