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Case Analysis: Maker’s Mark

This case is mostly for fun. Maker’s Mark grew out of a small family bourbon business, founded in 1780. Building the company from a small, traditional family business into the enterprise Maker’s Mark is today, is an interesting study in entrepreneurship. The problem is how to market the new, high-end products. The case is in a .pdf file in this week’s folder.

Maker’s Mark Case

From the case, “Bill Jr. thought about the different approaches to marketing Maker’s Mark as well as  other options for company growth. He knew that if the company were to continue to grow he had to evaluate each strategy, as well as analyze any additional ones that he had not previously considered.” How would you approach the problem; what would you do?

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