Sogrape

: a matter of focus

Abstract

The Thesis that is hereby presented in the form of a Case Study aims to depict the
competitive landscape of Sogrape, the biggest Portuguese wine company, and to
examine the key variables that led the company to adopt a focus strategy.
Sogrape competes in the fragmented global wine market. It produces wines in 5
different countries, fostering over 25 brands and exporting to more than 120 markets. Having grown mostly through portfolio extensions in the past, the company has opted to make a key change on its competitive strategy.
The Case Study is based on a real-life situation. It explores Sogrape‟s business, linking it with the company‟s history and the global wine market. Drawing on the knowledge of the company‟s top executives, the case challenges readers to analyze Sogrape‟s focus decision. This Thesis includes a Literature Review of relevant topics and a Teaching Note offering an analysis of the case.

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