Illycaff is a family company founded in 1933. She grew up to become successful at the international level the company focused on the premium coffee market based on an uncompromising quest to provide the perfect cup of coffee. In 2003, the company decided to diversify, and two years later began acquiring smaller companies, which are made premium tea, candy, candied fruit and wine. These companies, as well as illycaff were included in the company of Gruppo bad holding. Case describes illycaff, its products and strategies, and the rationale for diversification. "Hide
by Glenn Carroll, Hayagreeva Rao, Victoria Chan, David W. Hoyt Source: Stanford Graduate School of Business 21 pages. Publication Date: July 26, 2010. Prod. #: SM188A-PDF-ENG
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