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1. How important is the dessert wine segment to the industry? to EJ Gallo Winery? How do these products fit with Gallo's stated position on the
1. How important is the dessert wine segment to the industry? to E&J Gallo Winery? How do these products fit with Gallo’s stated position on the quality of its products? Do brands like Thunderbird and Night Train have any redeeming features as a product, even if they are in demand by a segment of the population? What are the key success factors in the dessert wine segment? Is there strategic fit between Gallo’s fortified wines and its other wines? Is Gallo being socially responsible by supplying dessert wines? What responsibility does Gallo have to consumers in furnishing dessert wines? Does the Gallo family have any personal responsibility to speak out against alcohol abuse? Should they be doing more than speaking out? Should production and sale of Thunderbird and Night Train be discontinued? Which approach to managing a company’s ethical conduct (see Table 9.2 on p. 308 of Chapter 9) would you say Gallo seems to be applying? What are the challenges associated with this approach?
