BAILEY’S FUDGE CASE ANALYSIS GUIDELINES

(8 – 10 pages)

1.) Please read and analyze the case. Develop a SWOT analysis for Bailey’s (i.e., denote key internal strengths and weaknesses of the firm as well as key external threats and opportunities).  Provide a 2×2 SWOT diagram (view the Starbucks example posted in Module 3) and provide narrative providing at least some specificity for each item you denote. (approx. 2 pages)

2.) Based on the SWOT analysis of Baileys, describe its key competitive strengths and resources. In concise terms, also describe what Bailey’s value proposition should be and what should be its primary target market or markets. Discuss how the market(s) should be reached.  (approx. 2 pages)

3.) Choose an option for Bailey’s in going forward from among the following options as noted in the case: (a. Wal-Mart only sales; b.) Wal-Mart seasonal, Baileys retail year- round sales; c.) dual-branding;  d.) Wal-Mart outside local area sales, maintain Baileys retail only in local market), or e.) continue building Bailey’s own retail sales but discontinue selling product through Wal-Mart. Then provide a rationale for your choice relative to each of the other options. (approx. 3 pages)

4.) Describe and provide a rationale for recommended supplemental strategic elements (such as licensing, on-line sales, sub-contracting some or all production, third party distribution, etc.). (1-2  pages)

5.) Discuss potential limitations to your recommendations.(1 page)

6.) Conclusion (1/2 page)

Submissions should be double-spaced and you should use 12 point type. Headings should be used for each section of the analysis.