Ivey Publishing
Toboggan Brewing Company: Sliding to Success
Product Number:
9B19A035
Publication Date:
07/31/2019
Revised Date:
07/31/2019
Length:
7 pages (6 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In 2017, the owner of Toboggan Brewing Company (Toboggan) needed to increase production capacity for his craft beer without making a capital investment. Toboggan was a very small player in the Ontario market; however, its craft beer had significant opportunity for growth due to the owner’s strong business acumen and a proven consumer demand for the product. The owner had four options for potential contracting partners. The trade-offs between his contract partners were price, experience, location, and distribution.
Learning Objective:
After completing the case and assignment questions, students will understand the following concepts:
  • The lowest cost alternative is not always the most productive option for a brand. When an external party represents a brand, the brand owner must be certain that they are acting in the best interests of the product.
  • Inherently, the goal of a business is to grow and be profitable. Some contracts will offer a far larger opportunity to expand than others but will come at a greater risk. It is important to consider risk tolerance when deciding which alternative to choose.
  • Relationships are the most important when working in many sales processes. It is far easier to work with existing relationships than it is to develop new relationships.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Retail Trade
Setting:
Canada, Small, 2017
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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