The increasing diversity of Britain’s ethnic population suggests that organisations need to pay closer attention to the needs of potential target markets of ethnic minorities in order to generate value and competitive advantage in the marketplace. This case study focuses on the problems confronting the British pub industry by exploring the situation of one pub (the Dionysus Arm) operating in the East End of London, UK. The Dionysus Arm is experiencing the social, economic, and political pressures associated with ethnic mobility and evolving markets in Britain. Tony, the pub’s owner, is primarily concerned with ensuring the survival of his family business, and is interested in targeting ethnic markets to achieve his goals. The current situation faced by the Dionysus Arm pub exemplifies the dilemma of many small and medium-sized enterprises as they attempt to sustain their competitive advantage and generate value in unstable business environments. Tony and the pub’s management team are at a crossroads as they assess the pub’s evolving and potential market, and attempt to cultivate business and marketing strategies to save his family business.