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Essay Details:
Essay text:
Case Profile
Problem/Issues in Case
? Managing multiple brands in the global markets
? Maintaining domestic market share while foreign competitors enter U.S
? Accurately forecasting demand and acquiring necessary wine grapes
Supporting Statements
? By 1998 Mondavi has about 4% domestic market share (fifth largest)
? U.S. wine exports make up only 4% in the international market places despite being the fourth largest producer of wine in the world {exhibit 1}
? By 1999, Mondavi is managing 13 brands (6 international)
? In 1999, Mondavi experienced major shortfalls in supply resulting in reduced sales, stock price drops 60%
? January 1999, Mondavi lays off 4% of workforce
? Management is divided on future strategy:
o Focus on Domestic Brands, 90% of revenues
o Continue to Diversify, Global partnerships and acquisitions
III...
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