Guedes, Nuno Manuel de MagalhãesTrêpa, Miguel Mexia Alves Burbach2016-05-032016-02-222016http://hdl.handle.net/10400.14/20038The Thesis that is hereby presented in the form of a Case Study aims to depict the competitive landscape of Sogrape, the biggest Portuguese wine company, and to examine the key variables that led the company to adopt a focus strategy. Sogrape competes in the fragmented global wine market. It produces wines in 5 different countries, fostering over 25 brands and exporting to more than 120 markets. Having grown mostly through portfolio extensions in the past, the company has opted to make a key change on its competitive strategy. The Case Study is based on a real-life situation. It explores Sogrape‟s business, linking it with the company‟s history and the global wine market. Drawing on the knowledge of the company‟s top executives, the case challenges readers to analyze Sogrape‟s focus decision. This Thesis includes a Literature Review of relevant topics and a Teaching Note offering an analysis of the case.engmaster thesis201171651