Ivey Publishing
Toboggan Brewing Company: Sliding to Success
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7 pages (6 pages of text)
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Case (Field)
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.
Marketing,  Entrepreneurship
Retail Trade
Canada, Small, 2017
Intended Audience:
$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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