Honors Program


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Alessandro, M., Hoogers, H., Myers, J., Grimm, A., and Gates, H. 2023. Diageo Strategic Audit: A Deep Dive into the Management Strategies of Diageo. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Maria Alessandro, Harrison Gates, Abigail Grimm, Hailey Hoogers, Joel Meyers 2023.


Diageo is a multinational premium drink producer and supplier with over 200 brands and sales in over 180 countries. A conglomerate since its founding, Diageo controls and operates some of the world’s well-known and loved drinks, like Guinness, Johnnie Walker, Smirnoff, Bailey’s, Captain Morgan, and Crown Royal. The firm is an industry leader in consumer insight, innovation and creativity, and sustainability efforts. Diageo believes pursuing sustainability, efficiency, and positive drinking allows them to compete, now and in the future. This audit analyzes the history, leadership, business model, mission, external environment, internal environment, core competencies, recent performance, competitive dynamics, business level strategies, corporate level strategies, merger/acquisition strategies, corporate governance, and organizational controls of Diageo. The combination of ethical, innovative, and sustainable management strategies across all of these areas paints a vivid picture that explains the decades of success Diageo has had and continues to have in a fast-paced and ever-changing industry.