transnational alcoholic drinks company trading in approximately 180 markets worldwide. To meet demands, Diageo has offices in 80 countries and has over 20,000 employees (Diageo, 2012). The company produces leading brands of spirits, wine and beer and last year (financial year ended June 2010) recorded revenues of £12,958 million, an increase of 5.5% to the previous year (Data Monitor, 2011). This shows the company is a clear leader in the industry with continual financial growth and consumer investment…
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