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Robert Montaya Inc. Case analysis

Book by Eugene. F Brigham.

Question are attached.

Cash Flow Estimation and Risk Analysis

Robert Montoya, Inc.

Robert Montoya, Inc., is a leading producer of wine in the United States. The firm was founded in 1960 by Robert Montoya, an Air Force veteran who had spent several years in France both before and after World War II. This experience convinced him that California could produce wines that were as good as or better than the best France had to offer. Originally, Robert Montoya sold his wine to wholesalers for distribution under their own brand names. Then in the early 1960s, when wine sales were expanding rapidly , he joined with his brother Marshall and several other producers to form Robert Montoya, Inc., which then began an aggressive promotion campaign. Today, its wines are sold throughout the world.


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