Alcoholic Beverage Industry

Global Wine and Spirits Case Brief

(Pg. C-205 in text)

Major Headings

  1. Alcoholic Beverage Industry
  2. Decentralization Strategy
  3. Dilemma
  4. Competition from Diageo



1)  One thoughtful discussion question for each section (major headings above) that you develop after reading and thinking about the material contained in the section.  The discussion question can come from any of the sub-sections under each major heading.  These question sshould NOT be a ‘Yes’ or ‘No’ question or ones that can be answered from data presented in the case.  For the discussion questions you should challenge assumptions, speculate about actions or decisions, or figure out how to elicit a deeper discussion of issues/information/actions presented in the case.

2)  Answer to the case.  Outline what the company should do to address key strategic issues (and deliver customer value) and the reasons why you recommend what you do.  These actions should be based on thoughtful consideration of information contained in the case (for both the internal, competitive, and external environments) or other information that you might have from any other source (including personal knowledge).  I want to see what you think the company should do and the thought process behind your recommendations.


Bring three copies of the discussion questions only with you to class to use during the in-class discussion and bring a full copy with the discussion questions and answer to the case to hand in to me.

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