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The case study is set in mid 1995 when the incoming Chief Executive of Waterford Crystal had committed himself to taking up what subsequently became known as ''the Chairman''s challenge''. The challenge was to double the turnover and profit of Waterford Crystal within 5 years. In 1995 turnover stood at IR£117 million and profit at IR£15.5 million. Recovery was complete from a very difficult period in the company''s history and the focus was now strongly on growth. The case study was developed with final year undergraduate and postgraduate marketing students in mind. It is particularly suitable for an international marketing programme. It has also been used successfully in an international MBA case study competition in Montreal where it was analysed and presented by teams of MBA students from 30 universities from some 15 countries. It was also used as an examination case study for graduate entry to the Marketing Institute. The essence of the case is simple. A clear and measurable set of objectives has been developed. Can they be achieved? If so, how? It is the development of strategic options and their justification that will test students working on this case.