Jack Daniels

So, what has been covered throughout this project ?

* The overall object of the assignment was to analyse the financial and economic performance of the Brown-Forman Corporation over the last 3 or 4 years, and come up with a set of figures that best describe how we thought the company was going to perform in the upcoming period. In the case of the Brown-Forman Corporation, the next quarterly report.

What are our results, and what to they show us ?

* Firstly, we saw how mature the company was, and how it's segments are non-cyclical.

* Secondly, we saw that through different attitudes towards the different segments, diverse results were obtained. No more so than with regard to the continual pressure put on the Jack Daniels brand package to perform, even in the established markets.

* Thirdly, it is very noticeable that the projected growth rates, made by the company, are very much exaggerated. With all the evidence given throughout the paper, it is hard to determine where exactly the growth is going to come from. Included in the project is a very interesting piece on the Guinness and Grand Metropolitan merger. The reason we mentioning it now is the fact that a recent article in the Economist newspaper of 5th of March describes rumors of a possible merger between Allied Domecq and Seagram, two of the other biggest players in the alcoholic beverage market. If this were to take place, where or what would Brown-Forman go then ?