Subject category:
Strategy and General Management
Published by:
Allied Business Academies
Length: 5 pages
Data source: Published sources
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Abstract
The Spirits industry is one of the fastest expanding industries in the United States, and Leonard Firestone and Troy Robertson wanted to become a successful part of that industry. There are only 250 micro-distillers in the United States (www.360westmagazine.com). From Fort Worth, Texas, Firestone and Robertson had been friends for a few years, but never knew the other had the same dream about getting into the business of distillation. Each followed his dream to an artisan craft distillery in Kentucky to learn how to establish a business model within the industry and to learn how to distill some of the best bourbon ever tasted. As one of the distillery directors was talking with Robertson, he noted that another fellow from Fort Worth was scheduled to go through the distillery the next week, and he also mentioned that he knew Robertson. The case unfolds to a crescendo of demand for a blended whiskey that is not yet on the liquor store shelves. The lists of names of people waiting to get a call letting them know that the whiskey has arrived are long. All of 'cow town' is ready to wet their whistles with a flavor that is purely great-tasting and founded in Texas. So many people want the product that before all the bottles can be bought to be filled, the creators of the brew fear that they will never be able to keep up with production. When they consider that they have at least one other product aging in the oak barrels, they are over whelmed by constant demand for their products. Students will have a natural interest in the case because there is just something intriguing about how the best whiskey and bourbon is made. Couple this curiosity with the elements that build equity for the brand before it even hits the shelves, and you have an exciting dilemma of everyone loving the product, and not enough product to meet demand. This could be a good problem to have, yet the students will be challenged to determine lead time for production, especially with the pure bourbon, and marketing dollars to support the rapid growth of the new product. If ever there was a star in the Boston Consulting Group matrix, it is TX blended whiskey. And, it comes with all the benefits and draw-backs of a true BCG star. There is enough material here for discussion of the entire matrix.
Subject category:
Strategy and General Management
Published by:
Allied Business Academies
Length: 3 pages
Data source: Published sources
About
Abstract
The Spirits industry is one of the fastest expanding industries in the United States, and Leonard Firestone and Troy Robertson wanted to become a successful part of that industry. There are only 250 micro-distillers in the United States (www.360westmagazine.com). From Fort Worth, Texas, Firestone and Robertson had been friends for a few years, but never knew the other had the same dream about getting into the business of distillation. Each followed his dream to an artisan craft distillery in Kentucky to learn how to establish a business model within the industry and to learn how to distill some of the best bourbon ever tasted. As one of the distillery directors was talking with Robertson, he noted that another fellow from Fort Worth was scheduled to go through the distillery the next week, and he also mentioned that he knew Robertson. The case unfolds to a crescendo of demand for a blended whiskey that is not yet on the liquor store shelves. The lists of names of people waiting to get a call letting them know that the whiskey has arrived are long. All of 'cow town' is ready to wet their whistles with a flavor that is purely great-tasting and founded in Texas. So many people want the product that before all the bottles can be bought to be filled, the creators of the brew fear that they will never be able to keep up with production. When they consider that they have at least one other product aging in the oak barrels, they are over whelmed by constant demand for their products. Students will have a natural interest in the case because there is just something intriguing about how the best whiskey and bourbon is made. Couple this curiosity with the elements that build equity for the brand before it even hits the shelves, and you have an exciting dilemma of everyone loving the product, and not enough product to meet demand. This could be a good problem to have, yet the students will be challenged to determine lead time for production, especially with the pure bourbon, and marketing dollars to support the rapid growth of the new product. If ever there was a star in the Boston Consulting Group matrix, it is TX blended whiskey. And, it comes with all the benefits and draw-backs of a true BCG star. There is enough material here for discussion of the entire matrix.
Related
Subject category:
Strategy and General Management
Published by:
Allied Business Academies
Length: 3 pages
Data source: Published sources