Beam Inc.: The Dilution of the Maker's Mark Brand (A) and (B)
Image
Region
North America
Topic
Strategy & General Management
Length
10 pages
Keywords
Brand Management
Conflict Management
crisis management
customer communication
Food and Beverage
social media
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students
Maker’s Mark may be part of a premium spirits portfolio but maintaining its authentic history is still important to the brand. When faced with the challenge of growing demand and an insufficient supply of whiskey, the Maker’s Mark management team needs to decide if diluting their whiskey is the best way to meet demand.
Learning Outcomes
- To highlight the conflict that arises when a company tries to adjust what it thinks might be best for its sales and how those decisions affect various stakeholders;
- To provide an example of a company that makes a public announcement and doesn’t get the reply it was expecting;
- To encourage analysis of a business strategy that may have been flawed and evaluate other possible alternatives that may have been better received;
- To demonstrate how a company can adapt to changes in its industry but maintain their consumer base;
- To encourage discussion about how social media affects business strategies and decisions.