Makers

Discussion (75-150 words)

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.

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?