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YU Ranch: Growing a Sustainable Business
內容大綱
The founder and owner of YU Ranch is selling all of the Texas Longhorn beef the ranch can produce. YU Ranch's grass-fed, sustainable beef is substantially leaner and healthier than conventionally produced beef. This highly differentiated product is sold at a premium to selected restaurants, food service companies and at the farm-gate. The local consumer segment has been tapped, while local businesses and distant customers need to be supplied. With the farm operating over its current capacity, expansion is inevitable but extremely expensive. What are the best ways to acquire new land, grow new business and leverage YU Ranch's core competencies — brand and reputation?
學習目標
This case is intended for use in an undergraduate or MBA core strategy class.<br><ul><li>To understand how sustainability creates value and plays into the basic economics and growth of a business.</li><li>To understand the business strategy of a differentiated high cost producer and identify options to enable sustainable growth that address both risks and returns.</li><ul>