Final Case Analysis Business Policy and Strategy
Suggested Assignment Questions
1. Imagine you are a venture capitalist in July 1999, and you have been asked to invest in a $30 million "B" round for Sendwine.com. Would you invest? What criteria would you use to assess this opportunity? How is Sendwine positioned against those criteria?
2. Would you seek to diversify into additional gift categories in time for the 1999 holiday season? Would you pursue the categories Lannon is considering?
3. What would you recommend as a marketing plan for Sendwine.com for the 1999 holiday season? How should they reach their target consumer base? How much would you spend? (Assume Sendwine can raise additional capital if needed.)
4. What challenges does Lannon face in building the Sendwine organization? How should he respond to issues of recruitment, acculturation, and communication?