Imagine that you have been hired by Bill Newlands, President and COO of Constellation Brands (CB), to review the beverage company's diversified portfolio of businesses. Based in Victor, New York, CB has about 40 facilities and approximately 9,000 employees. The company has more than 100 brands in its portfolio. Wine brands include Robert Mondavi, Wild Horse Winery, Clos du Bois, Franciscan Estates, Kim Crawford, Meiomi, Mark West, Ruffino, and The Prisoner. CB's beer portfolio includes imported brands such as Corona, Modelo Especial, Negra Modelo, Pacífico, as well as Ballast Point and Funky Buddha. Spirits brands include Black Velvet Canadian Whisky, Svedka Vodka, Casa Noble Tequila, and High West Whiskey. Your task is to quantitatively measure the competitive strength of each
business in CB's portfolio and determining which business units are strongest and weakest. List the six steps involved in the process.
What will be an ideal response?
Conducting a quantitative appraisal of each of CB's business units' strengths and competitive positions in their respective industries (primarily wine, beer, and spirits) not only reveals each business unit's chances for industry success, but also provides a basis for ranking the units from competitively strongest to weakest. The steps include: (1) evaluating industry attractiveness, (2) evaluating business unit competitive strength, (3) determining the competitive value of strategic fit in diversified companies, (4) checking for resource fit, (5) ranking business units and assigning a priority for resource allocation, and (6) crafting new strategic moves to improve overall corporate performance are the six steps for evaluating a diversified company's strategy.
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