C A S E T E A C H I N G N O T E S
1. Introduction
The story is about the long-term survival and evolution of a family-owned SME. The core
business is brewing, but in 2012 only a fraction of the employees actually brew beer. The
majority of the people in the organisation are engaged in a web of activities that the chief
2. Position of the case
This case study is rich with strategic examples and helps to illustrate much of the learning from
Chapters 16 of the book. Because of its scope, it can be taught from different angles. Two
routes are provided in this note. One route What is strategy at Adnams? explores the
positioning and influences on the business. The other How is strategy made at Adnams?
Route 1. What is strategy at Adnams?
Route 2. How is strategy made at Adnams?
4. Teaching Scheme
Since the Adnams case is rich in detail and requires a degree of reflection, students should be
encouraged to read the case and do some preparation before the case session. The case is most
5. Questions for discussion
Route 1 What is strategy at Adnams?
1. How would you describe the strategy at Adnams? What is making this company successful?
2. What influences are at play on the strategy?
3. What should the future Adnams strategy be?
4. If this SME was acquired (by, for example SAB Miller) what might change?
Route 2 How is strategy made at Adnams?
1. What do you find surprising about Adnams?
2. Analyse Adnams culture using the culture web (Section 5.3.6).
3. How are strategic decisions made at Adnams?
4. How do the leaders think about the organisation and guide it (who are the leaders?) What
outcomes does this deliver?
1. How would you describe the strategy at Adnams? What is making this company successful?
2. What influences are at play on the strategy?
3. Future direction?
It is likely that students will say a focus strategy should stand given that focus means
continuing to bring the brand values to more products and services. But, how far can you stretch
the brand? When do the ideas about which products and services that can carry this brand run
out, or take a step too far? For example, one observer of the company criticised Adnams
4. If this SME was acquired (by, for example SAB Miller) what might change?
1. What do you find surprising about Adnams?
2. Analyse Adnams culture using the culture web.
Stories: There are stories about employees and how they are empowered to serve and, are
accountable to, the customer. There are stories about how employees can grow through the
organisation. There are stories about the families that own Adnams Simon Loftus is talked
about as a talented marketer and a very creative person. Jonathan Adnams as someone who
cares about brewing and distilling aspects of the business. Is this still in this version of the case?
3. How are strategic decisions made at Adnams?
4. Who are the leaders at Adnams, how do they think and what outcomes are delivered?
