Gallo Olive Oil, creating a global brand

Abstract

This case study is based in Gallo, a Portuguese olive oil company, and it is focused on the Internationalization process of the Brand. The case takes place in 2011 when the CEO, Mr. Pedro Cruz, had to make the decision on how to enter the foreign markets identified as priority. Two options were taken into consideration based on the global standardization/local adaptation dichotomy. The answer is the result of a thorough study both on the company and the consumer side. The global olive oil industry was analyzed to identify how the current situation and the emergent trends will shape the industry in the following years. Based on that, several frameworks were used to establish the position of Gallo’s Brand in the global panorama and to define the proper strategy in terms of Brand Management.

Date of Award	13 Feb 2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Borges Assunção (Supervisor) & Paulo Alexandre Gonçalves Marcos (Co-Supervisor)