Product details

SA Chupa Chups describes the history of the Chupa Chups company as it expands from a small family firm in Spain to a major multinational. The major stages of expansion of the company - based on a single product, a lollipop - are described in detail: the company's early growth to dominate its home market; its subsequent expansion into Europe, the United States and Japan; and its more recent expansion into emerging markets like China, Russia and India. The case also describes the organisational structure, management systems and corporate policies adopted by the company to facilitate its growth.