On paper it was doomed to fail without a miracle
1 - displacing large scale ultra low cost providers, despite being a microscopic crumb of a company
2 - going out with a 6% margin clip and telling investors its attractive because the competitors slug 30%+ . Hint - most of the cost is in transport, and as far as I can see, DW8 hasn't invented some sort of wine teleportation technology
Ann: Management Change, page-169
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