Documents
Case Publications
West Point Market: Baking Specialty Breads
J.B. Wilkinson, Gary B. Frank
published: 2006 | Case Study | Small Business/Entrepreneurship
Subject Area: Small Business/Entrepreneurship; Business Policy/Strategic Management; Marketing
Key Issues: Marketing Strategy; Product Planning; Retail Management
Case Description: Russ Vernon, CEO of West Point Market, is excited by the idea of supplying top quality, specialty recipe fresh breads to his upscale clientele. His ''Bread Committee'' is considering several alternatives: buying the breads from specialty bakers to supplement West Point's present ''bake off'' operation; producing under license from a master baker in New York; or baking the breads from scratch as a signature product line.
# Case Pages: 9
Case Number: 060036-15-2
Teaching Note: Yes
revised May 24/06
View all Case Publications documents | View all School of Business & Economics documents
