Case Name :      Strategizing at Monarchia Matt International (MMI)

Authors :           Michael Rouse, Jordan Mitchell

Source :             Ivey Publishing

Case ID :            907M14

Discipline :        Strategy

Case Length :    24 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

As of late 2004, the chief executive officer (CEO) of New York-based wine distributor Monarchia Matt International (MMI) is looking at his portfolio of wines and wondering what advantage Hungarian wine could provide in becoming a powerful niche player in the highly fragmented and complicated U.S. wine industry. The CEO is cognizant of Hungarian wine’s reputation in the United States as an inexpensive, mass-produced, and low quality drink. At the same time, the CEO is aware of Hungary’s rich wine making tradition and is confident that the country’s wine varieties could prove to be a key differentiator and help him grow revenues, from $6 million in 2004 to $50 million by 2010.