Casa Santos Lima

: from “Business as Usual” to “Expand”

Abstract

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.

Date of Award	16 Feb 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Frazão Ferreira Fernandes Pinheiro (Supervisor)