Issue 2, 2008

Shirokova G. V. Ounce — The Measure of the Present: The Future of Tea Company «Untsiya» (Case-Study)

The case study deals with the issues of the Untsiya (Ounce) company development in conditions of a fast-growing market. The case study gives an overview of the Russian tea market, reviews the emergence of a new enterprise from a business idea, describes the company’s difficulties at the early stage of its development, its business lines and, in conclusion, outlines the company organizational structure. The given data enables the analysis of possible growth trends of Russian entrepreneurial companies and development of strategic alternatives for their further business advancement.

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