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Prepare for Diageo
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Diageo is the world's largest premium spirits company, with brands including Johnnie Walker, Guinness, Smirnoff, Baileys, Captain Morgan, and Tanqueray. Their graduate programs are highly competitive, attracting candidates with strong commercial acumen and genuine passion for their brands. Diageo values bold ambition, entrepreneurial thinking, and a commitment to sustainability through their 'Society 2030: Spirit of Progress' strategy.
CV, motivation letter, and online questionnaire. Show genuine passion for Diageo's brands and their Society 2030 strategy.
Korn Ferry Verify Numerical and Verbal Reasoning, plus a personality assessment.
Pre-recorded video interview with competency-based questions. Diageo looks for: commercial acumen, entrepreneurship, and cultural fit.
Case study (brand strategy or market entry), group exercise, and senior manager interview.
Used by: Korn Ferry
FMCG financial data: organic net sales growth, operating margin, and market share by category. Diageo uses premium FMCG norm groups.
Practice NowUsed by: Korn Ferry
Evaluating business arguments from brand strategy and sustainability reports.
Practice NowUsed by: Korn Ferry
Measures: Commercial Orientation, Bold Ambition, Entrepreneurship, and Inclusion. Diageo values diversity and bold thinking.
Practice NowDiageo's Scotch Whisky portfolio: Johnnie Walker revenue £2.8bn (+8% organic), Buchanan's revenue £0.4bn (+12% organic), Other Scotch revenue £1.1bn (-2% organic). What is the total Scotch portfolio organic growth rate (weighted average)?
Know Diageo's Society 2030 strategy: promote positive drinking, champion inclusion and diversity, and pioneer grain-to-glass sustainability.
Johnnie Walker is Diageo's most important brand. Know their 'Keep Walking' campaign and their premiumization strategy (Blue Label, XR21).
The case study often involves a brand strategy or market entry decision. Show understanding of the premium spirits market and consumer trends.
Diageo values 'bold ambition'. Show examples of taking initiative and achieving results beyond what was expected.
Responsible drinking is central to Diageo's values. Show genuine commitment to promoting moderate consumption.
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