S.A. Chupa Chups Case Preparation
S.A. Chupa Chups is a Spanish company, manufacturing and selling sweet products. Founded in 1957 by Enrique Bernat, it has built its empire around one single product: a lollipop. It now has manufacturing plants in five countries, many subsidiaries in distribution, trading, banking, marketing, confectionary machine manufacturing and insurance, and trades in 130 countries around the world.
Early Strategy: concentrate on one product for domestic market
In 1957, After Enrique Bernat failed to convince the board of S.A. Granja Asturias, a sweets manufacturer in Asturias (central north Spain), the company that he has been working for as a general manager for two years, to impose a change in its strategy from concentrating on selling hundreds of sweets products in just one market to concentrating only on producing one product but for several markets, he decided to takeover the company and rename it to Chupa Chups.
As a result of the takeover,......
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Approximate Word Count: 855
Approximate Pages: 4 (260 words per double-spaced page) |