Sendwine.Com Case Study

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m e m o r a n d u m

To:Students in Marketing Management

From:Michael Betz

Date:Monday, October 11, 2010

Re:Second Memo Assignment – Sendwine.com

Problem Statement

The case study presents several challenges to Sendwine.com. Of those, I believe the following are the most notable, unordered:

Proposed ChallengeRationaleSuspected Cause
Recruiting / PersonnelWith the rapid growth Sendwine experienced, and with the capital influx to support it, many new people were added to the organization in a short window. A lot of “new” without training and transition can be disruptive.Explosive growth forced a need to add people fast. With management spread thin and time at a premium, corporate strategy, onboarding, and training programs and corporate organization and communication probably suffered or didn’t exist. Project ManagementExplosive growth and lots of opportunity fueled by immense venture capital inflows created a lot of things to get done. With existing management and staff maxed-out and time at a premium, time must be spent where it creates the most value.I suspect that little to any effort was spent prioritizing and organizing projects. Trying to pursue everything at once created lots of projects in progress (or WIP) but huge lead times and relatively slow project execution (completion). Consistent StockingThe Sendwine business model distributes wine through local, mid-sized wine stores. There appeared to be no standard inventory selection that could be offered and assured in stock.Sendwine did not mandate a consistent inventory to be supplied across its distributors (or a method to inform customers of specific local inventory) resulting in variation, stockouts and substitution

Recommendations

Given the challenges presented, I propose implementing the following solutions to drive the corresponding expected outcome:

Proposed ChallengeSuggested SolutionExpected Outcome
Recruiting / PersonnelInstall a HR...
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