... Amy’s Bread Submitted by: Firm Overview and Introduction to the Case The firm is Amy’s Bread, a small specialty bread bakery that caters primarily to wholesale customers (renowned hotels, restaurants, gourmet shops) but has a small retail following. Amy, owner of Amy’s Bread, is the principal case participant
There appear to be two problems. The main problem is that Amy’s Bread already operates at peak capacity. It is now faced with the decision as to whether it should expand, and if so, if she should expand both her retail and wholesale businesses, or wholesale only. Amy has a slightly higher profit margin with retail sales, but also a waiting customer list of 30 or more whol...