Porter's 5 Forces of Diageo

The group's business activities together with significant risk factors are set out above in the Business description. The liquidity position, capital resources and risk management processes covering exposure to currency, interest rate, credit, liquidity

and price risk are described above in the Business review. The group has significant financial resources, strong cash generation from operations and good access to debt markets. Consequently, the directors believe that the group is well placed

to manage its business risks despite the current uncertain economic outlook.

The directors confirm that, after making appropriate enquiries, they have reasonable expectation that the group has adequate resources to continue in operational existence for the foreseeable future. Accordingly, they continue to adopt the

going concern basis in preparing the financial statements.

Regions

The marketing, sales and distribution of our brands are organised across four geographic regions: Diageo North America; Diageo Europe; Diageo International, which includes Diageo Latin America & Caribbean and Diageo Africa; and Diageo Asia-Pacific.