Product details

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Abstract

The challenge facing Cooley Distillery is how best to enter the world whiskey market. The market for whiskey is dominated by a small number of very large and resourced international companies. The case documents the start-up of Cooley Distillery, an independent Irish whiskey distillery, by two Irish entrepreneurs. Prior to Cooley Distillery the production and sale of Irish whiskey had been monopolised by one Irish company. The case allows students to evaluate an industry and to comment on the appropriateness and attractiveness of a number of strategic alternatives facing a new entrant. The industry is a highly concentrated one and has its high barriers to entry. Students should identify market opportunities in the industry, identify the current resources and competencies of a under-resourced new entrant and identify a realistic market strategy for the new business.
Location:
Industry:
Size:
Small, medium
Other setting(s):
1987-1997

About

Abstract

The challenge facing Cooley Distillery is how best to enter the world whiskey market. The market for whiskey is dominated by a small number of very large and resourced international companies. The case documents the start-up of Cooley Distillery, an independent Irish whiskey distillery, by two Irish entrepreneurs. Prior to Cooley Distillery the production and sale of Irish whiskey had been monopolised by one Irish company. The case allows students to evaluate an industry and to comment on the appropriateness and attractiveness of a number of strategic alternatives facing a new entrant. The industry is a highly concentrated one and has its high barriers to entry. Students should identify market opportunities in the industry, identify the current resources and competencies of a under-resourced new entrant and identify a realistic market strategy for the new business.

Settings

Location:
Industry:
Size:
Small, medium
Other setting(s):
1987-1997

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