Gallo Olive Oil, creating a global brand

• Autor(a) principal: Gaspar, Tomás Augusto
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/17254
• topic: Olive oil industry; Brand management; Global standardization and local adaptation; Global marketing; Consumer behavior; Indústria do azeite; Gestão de marca; Estandardização global e adaptação local; Marketing global; Comportamento do consumidor; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This case study is based in Gallo, a Portuguese olive oil company, and it is focused on the Internationalization process of the Brand. The case takes place in 2011 when the CEO, Mr. Pedro Cruz, had to make the decision on how to enter the foreign markets identified as priority. Two options were taken into consideration based on the global standardization/local adaptation dichotomy. The answer is the result of a thorough study both on the company and the consumer side. The global olive oil industry was analyzed to identify how the current situation and the emergent trends will shape the industry in the following years. Based on that, several frameworks were used to establish the position of Gallo’s Brand in the global panorama and to define the proper strategy in terms of Brand Management.