Illycaffè is a family owned business, whose structure was layed in the year 1933. It grew to become an internationally successful business focusing on the premium coffee market based on an uncompromising quest to provide the ideal cup of coffee. In the year 2003, the company decided to diversify, and two years after began buying small-scale businesses that made wine, chocolates, candied fruits, and premium teas.
These businesses, in addition to illycaffè were contained in the Gruppo illy holding company. The instance describes the justification for diversification, its products and strategy, together with illycaffè.
PUBLICATION DATE: July 26, 2010 PRODUCT #: SM188A-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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