Santini

: a scoop of expansion

Abstract

Santini has been a very well‐known artisanal brand of ice-cream, famous for the quality of its products, based on a secret recipe. In 2009, the family ice‐cream company, Santini decided to open its capital to external investment. This started a new phase in the life of the company that allowed it to open new stores and a new protection plant. This dissertation provides a case study of this small Portuguese company which main objective is to keep its expansion process without damaging its brand image and its differentiation positioning. The Master Thesis also presents a Literature Review that seeks to provide theoretical tools for further analysis of the case. The Teaching Note includes an analysis of the case; it’s in this section that conclusions are drawn and the recommendations are suggested regarding the strategy that should be followed by the firm.

Date of Award	22 Feb 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Magalhães Guedes (Supervisor)