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-quantity 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. This case serves as an introduction to many of the core course frameworks in strategy, and can be used to cover the following topics: PEST (political, economic, social and technological factors); Porter's five forces; resource-based view of the firm using VRIO framework; value proposition; SWOT; and value frontier.
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