1. Grant Spencer Courtney Duhamel

2.  Gin accounted for 4.4% of the market share in the liquor industry in 2007.  That’s $138,739,800!  The suppliers are more in control in the liquor industry because of the increasing demand for it. As long as there’s excess demand, suppliers will continue to make more and more product.  No private brands  Not your typical category. Lots of small manufacturers. Courtney

3.  Diageo- Tanqueray, Gordon, Booth’s and Gilbey’s  Pernod Ricard- Seagram’s and Beefeater  Bacardi Limited- Bombay Original and Sapphire  Barton Brands- Barton  Heaven Hill- Burnett’s  Small Various Suppliers Courtney

4.  Before SPSS Analysis, we perceived these as the dominant brands.  Tanqueray  Seagram’s  Beefeater  Bombay Courtney

5.  Lucas Bols- Damrak brand  Cock Russel & Co.- Boodles  Bellow’s and Company- Bellow’s Courtney

6.  Oklahoma Locations  Campus Liquors**  Corkscrew Liquors  Thunderstuck Liquors  Mainstreet Liquor  Foster’s Liquor **had the greatest assortment Grant Missouri Locations – Sonny B’s – WM Supercenter Arkansas Locations – Wedington Liquor – Sam’s Club – Spirit Shop

7.  75 total SKUs reported  Manufacturer with most SKUs - Seagram’s  Brands with most SKUs – Seagram’s  Most with identical product SKUs- Barton, Gilbey’s, Beefeater, Seagram’s Extra Dry and Lime Twisted, Barton (all tied at 5 SKUs) Courtney

8.  We started at a base price of the lowest unit per brand. We also used the image or prestige of the brands to determine how much to pay for each SKU.  Highest Average Gross Margin- Foster’s Liquor (42.5%)  Highest Margin in Audit -Barton’s.2 L Bottle (62.8%) Courtney

9. Grant

10.  Supplier’s share shelf space is disproportionate to their share of SKUs, therefore they’re more in control of the market.  Pernod Ricard and Diageo both had significant display space.  Overall, Bacardi Limited had a relatively poor showing for being major brand. Grant

14.  Privately owned liquor stores tend to have higher gross margins, therefore there is more opportunities for other small business owners.  Overall, Pernod Ricard has the most shelf space and the highest gross margins.