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Abstract(s)
The case study aims to evaluate the strategy formulation of Casa Santos Lima (CSL), a
Portuguese wine company, whose profile and competitive business were very useful
to discuss and recommend overall strategic priorities that should guide CLS’s
development and overcome with success rather challenging times ahead.
From a traditional wine farm located in Alenquer, in the denominated wine producer
area of Lisbon, CSL implemented a philosophy of management based on high quality
and very competitive price, was able to expand with success its business to become a
major Portuguese wine exporter.
After a carefully Literature review on trends of the global wine industry, traditional
(France, Spain, Italy, Germany, Portugal, Greece, Austria, Switzerland and Romania)
and new world producers (USA, Australia, Argentina, Chile, South Africa, New
Zealand), there is a deeper look into the theory of strategy thinking and leadership.
Either the analysis of the main trends on the wine industry and the study of the
theory on strategy are important to understand the strategic priorities followed by
the CEO and it’s Senior Managers that made CSL so successful and innovative.
The case study is a contribution in the area of strategy and entrepreneurship for
analysis and discussion within the appropriate academic audience, giving some
insights on how a strategy should be planned and implemented for a Company to
become a major player within its own industry.
CSL is still young but growing fast. Their core business is to sell good quality wine at
very competitive price.