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Case
| HBS Case Collection
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2013
(Revised from original 2013 version)
Mutti Spa
by
Jose B. Alvarez, Carin-Isabel Knoop and Mary Shelman
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Abstract
Francesco Mutti, owner, CEO, and great-grandson of the founder of Mutti Spa, ran the 113-year old Parma, Italy-based tomato-processing company. Mutti sales grew from €11 million in 1995 to €185 million in 2011, without producing for store brands in a market in which these offerings were steadily gaining share. The company's leaders wanted to make sure Mutti maintained its position in Italy and further, to move into a leadership position in several countries around the world. What was next for the family firm and brand leader from northern Italy's Emilia-Romagna region? How would the singularly focused, consensus-driven firm fare in an increasingly competitive, globalizing retail landscape?
Keywords: Agribusiness;
strategy;
Plant-Based Agribusiness;
Family Business;
Competitive Strategy;
Global Strategy;
Retail Industry;
Agriculture and Agribusiness Industry;
Italy;
Citation:
Alvarez, Jose B., Carin-Isabel Knoop, and Mary Shelman. "Mutti Spa." Harvard Business School Case 513-034, April 2013. (Revised from original January 2013 version.)