Subject category:
Marketing
Published by:
SDA Bocconi
Length: 22 pages
Data source: Field research
Abstract
The Executive Committee of Guido Berlucchi & Co SpA is to convene on one spring day in 2007 for the first of a series of formal meetings with a specific agenda: to formulate a three-year strategic marketing plan. Three children of the current President (one of the company’s founders) sit on this committee and also serve on the Board of Directors. Their respective roles are CEO and Vice President of Production & Operations, Vice President of Marketing & Communication, and Vice President of Sales. Berlucchi is one of Italy’s leading spumante producers. After years of outstanding success, the company finds itself facing a mature market, with competition becoming more intense, distribution more complex and consumers more sophisticated. The Executive Committee is convinced that the strategy that generated the company’s growth in its first 40 years needs to be revitalised in order to open up a new development path for Berlucchi in the years to come. Three strategic options are on the table, each with a different aim, market context, and plan of action. The case provides all the data available to the Executive Committee members as they set out to draw up a market development plan for the successive three-year period.
About
Abstract
The Executive Committee of Guido Berlucchi & Co SpA is to convene on one spring day in 2007 for the first of a series of formal meetings with a specific agenda: to formulate a three-year strategic marketing plan. Three children of the current President (one of the company’s founders) sit on this committee and also serve on the Board of Directors. Their respective roles are CEO and Vice President of Production & Operations, Vice President of Marketing & Communication, and Vice President of Sales. Berlucchi is one of Italy’s leading spumante producers. After years of outstanding success, the company finds itself facing a mature market, with competition becoming more intense, distribution more complex and consumers more sophisticated. The Executive Committee is convinced that the strategy that generated the company’s growth in its first 40 years needs to be revitalised in order to open up a new development path for Berlucchi in the years to come. Three strategic options are on the table, each with a different aim, market context, and plan of action. The case provides all the data available to the Executive Committee members as they set out to draw up a market development plan for the successive three-year period.