BAILEY’S FUDGE: PRODUCT ENTRY INTO REGIONAL WAL-MART
BAILEY’S FUDGE: PRODUCT ENTRY INTO REGIONAL WAL-MART

Summary/Abstract: Bailey’s Fudge and Fine Gifts is a small entrepreneurial firm located in Quincy, Illinois and has been in operation since 2003. Ruth and her daughters Melissa and Rebecca, who are the owners of Bailey’s, have recently entered into a contract to offer four flavors of fudge in eleven Wal-Mart stores located within a 150 mile region within Central Illinois. Some of the major challenges facing the owners are limited production capacity, the lack of an efficient means to distribute the product on a broader geographic scale, and other personal obligations and challenges of family owned businesses, which are having a limiting effect on their ability to devote more time to the business. As a result, they are considering a number of different strategic options for the business.

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