1. What are the key success factors in the dessert wine segment? Is there strategic fit between Gallo's fortified wines and its other wines?

2. Is Gallo being socially responsible by supplying dessert wines? What responsibility does Gallo have to consumers in furnishing dessert wines? Does the Gallo family have any personal responsibility to speak out against alcohol abuse? Should they be doing more than speaking out? Should production and sale of Thunderbird and Night Train be discontinued?

3. Which approach to managing a company's ethical conduct (see Table 9.2 on p. 308 of Chapter 9) would you say Gallo seems to be applying? What are the challenges associated with this approach?

4. If Gallo Winery decides to abandon the Thunderbird and Night Train brands, what will be the impact on those individuals who abuse the dessert wine products?

5. What actions would you recommend the company take, especially with regard to its cheap fortified wine product offerings?