Blind Spots

Topics: Alcoholic beverage, Brand, Southern Comfort Pages: 47 (10055 words) Published: September 15, 2014
Johnson & Wales University

ScholarsArchive@JWU
MBA Student Scholarship

The Alan Shawn Feinstein Graduate School

6-1-2013

Brown-Forman Corporation and the Distilleries
Industry
Keely J. Higbie
Johnson & Wales University - Providence, kjh116@wildcats.jwu.edu

Follow this and additional works at: http://scholarsarchive.jwu.edu/mba_student Part of the Business Administration, Management, and Operations Commons Repository Citation
Higbie, Keely J., "Brown-Forman Corporation and the Distilleries Industry" (2013). MBA Student Scholarship. Paper 21. http://scholarsarchive.jwu.edu/mba_student/21

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Running head: BROWN-FORMAN CORPORATION

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Brown-Forman Corporation and the Distilleries Industry
Keely J. Higbie
Johnson & Wales University

Author Note
Keely J. Higbie, Business Administration (MBA) Graduate School, Johnson & Wales University, Providence Campus.
Correspondence concerning this article should be addressed to Keely J. Higbie, 10 Manomet Street, Apt 247, New Bedford, MA. Email: kjh116@wildcats.jwu.edu

BROWN-FORMAN CORPORATION

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Table of Contents

Executive Summary…………………………………………………………………………….5 Introduction……………………………………………………………………………………..5 The Distilleries Industry………………………………………………………………………..6 Competitors…………………………………………………………………………………….6 Trends…………………………………………………………………………………………..7 Brown-Forman Corporation……………………………………………………………………7 External Environment Analysis……………………………………………………………..…8 Macro Environment…………………………………………………………………………….8 Demographics………………………………………………………………………………..8 Political and regulator factors………………………………………………………………..9 Economic conditions…………………………………………………………………………10 Global forces…………………………………………………………………………………11 Social factors……………….………………………………………………………………..11 Industry Environment………………………………………………………………………….12 Rivalry amongst competing sellers…………………………………………………………..12 Buyer bargaining power……………………………………………………………………..12 Potential for new entrants……………………………………………………………………13 Availability of substitute products from other industries……………………………………14 Supplier bargaining power…………………………………………………………………...15 Competitor Environment………………………………………………………………………16 Driving Forces…………………………………………………………………………...…….17 Increasing globalization……………………………………………………………………..17

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Product and marketing innovation…………………………………………………………..18 Regulatory influence and government policy change……………………………………….19 Changing societal concerns and attitudes……………………………………………………20 Key Success Factors………………………………………………………………………...…20 Superior branding capability and product promotion………………………………………..21 Product innovation…………………………………………………………………………...21 Strong distribution network…………………………………………………………...……..21 Guaranteed supply of key inputs……………………………………………………………..22 Internal Environment Analysis………………………………………………………………..22 Mission, Vision, Values, and People..........…………………………………………...……….23 Business Strategy……………………………………………………………………………...23 Product innovation strategy…………………………………………………………………23 Marketing strategy…………………………………………………………………………..24 Expansion and distribution strategy…………………………………………………………25 Finance strategy……………………………………………………………………………..26 Human resources strategy……………………………………………………………………26 Corporate responsibility strategy…………………………………………………………….26 Financials: Quantitative Analysis of Strategy………………………………………………....28 Profitability…………………………………………………………………………………..29 Liquidity……………………………………………………………………………………..30 Leverage……………………………………………………………………………………..31 Activity………………………………………………………………………………………33 Other measures……………………………………………………………………………….34

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Balanced Scorecard: Qualitative Analysis of...

References: Alcohol Taxation (2006). International Center for Alcohol Policies (ICAP Report 18). Retrieved
from http://www.icap.org/LinkClick.aspx?fileticket=Gf4%2BQD%2BX1hU%3D&t
000119312512086286/d270277d10k.htm
Beam Historical Stock Quotes (2013)
http://investing.businessweek.com/research/stocks/snapshot/historical.asp?ticker=BEAM
Brands (2013)
Brown-Forman 2011 Annual Report (2011). Brown-Forman Corporation. Retrieved from
http://media.corporate-ir.net/media_files/irol/98/98415/Annual_Report_FY11.pdf
Brown-Forman 2010 Annual Report (2010). Brown-Forman Corporation. Retrieved from
Brown-Forman Historical Stock Quotes (2013)
http://investing.businessweek.com/research/stocks/snapshot/historical.asp?ticker=BF/B
Code of Conduct (2013)
Corporate Responsibility Scorecard 2011-2012 (2012). Brown-Forman Corporation. Retrieved
from http://www.brown-forman.com/_down/BF_CR_Report_201112_scorecard201112.pdf
Distilled Spirits (2013). Alcohol and Tobacco Tax and Trade Bureau. Retrieved from
http://www.ttb.gov/spirits/index.shtml
Kaczanowska, A. (2012). Distilleries in the US (IBISWorld Industry Report 31214). Retrieved
from http://0-clients1.ibisworld.com.helin.uri.edu/reports/us/industry/default.aspx?
entid=290
Location (2013)
Our Brands (2013). Brown-Forman. Retrieved from http://www.brown-forman.com/brands/
Regions (2013)
pages/default.aspx
Spirits (2013)
Vision (2012). Brown-Forman. Retrieved from http://www.brown-forman.com/company/vision
BROWN-FORMAN CORPORATION
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