Our client has been in business for close to 90 years. The original founder started in the whiskey business and over time expanded the product line so that today it is a multi-million dollar business with less than 5% of sales coming from whiskey. The whiskey market in the us (our relevant market) has been declining at 2% over the last 20 years and our client's brand has been declining at the same rate. While the company has great passion for the whiskey brand, in recent years they have been paying limited attention to it. Last year however, events happened that caused our client to pay attention to their whiskey brand. While sales of the market declined at 2% our client's brand declined by 15%, despite selling 10m bottles.
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r the whiskey brand, in recent years they have been paying limited attention to it. Last year however, events happened that caused our client to pay
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MBA Case Study. This is quite interesting though I am 100% anti-alcohol.
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