ABSTRACT
This is a report investigating and analyzing main marketing activities of Guinness- Diageo. An examination of the organization's orientation was analysed, strengths, weaknesses, opportunities and threats peculiar to Guinness Diageo was reviewed in comparison with academic literatures. The competitive advantage Guinness Diageo has over its competitors was reviewed and the impact, positive and negative, of the organization's marketing mix was subsequently evaluated.

BACKGROUND OF DIAGEO
Diageo is the world's leading premium drinks business with an outstanding collection of international brands across spirits, wine and beer. Many of its brands have been around for generations, while some have been developed more recently to meet new
Siguaw et al.(1994) discovered that, if there is a strong market orientation in an enterprise, the sales will help a greater customer orientation. This will reduce uncertainty in work: the work carried out will be more satisfactory, which in its turn will provide a greater satisfaction of consumer needs. Also there exist a positive relationship between market orientation in an enterprise and employees' dedication.

STRENGHT AND WEAKNESSES
Among Guinness Diageo strength are: quality and strong brands (Vodka, Smirnoff, Baileys and RTD), market coverage structure to cover both on and off trade, part of a global company Diageo (Search and Spin across markets), innovation in all category (Total beverage alcohol), people and skill, capacity and partnership. While the major weakness is growing Guinness Diageo share in beer category. OPPORUNITIES/THREATS
Opportunities enjoyed by Guinness Diageo includes: biggest RTD market in Europe, economic growth ahead of Europe average, growing off trade in alcohol servings( over 55%), consolidation in convenience sector i.e. supermarkets (easy to serve), growing in home consumption (innovation opportunities) and growing market for spirit and wine. However, the following threatens Guinness
Diageo: dominance of off trade by multiple groceries (Tesco, ASDA, Morrisons), decline in