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Estrella Galicia. Brewers since 1906. Teaching Note

García del Pueyo, Jose Luis ; Vidal, Anylu

Reference: IIST-MINT-126-E-E
Number of pages: 22
Geographic Setting: Spain
Publication Date: Aug 17, 2014
Source: San Telmo (España)
Type of Document: Teaching Note
Industry Setting: Cervezera

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Description

Estrella Galicia is the main brewery brand of Hijos de Rivera, a centenary family-owned business, leader in its region of origin, Galicia. The little growth potential in its geographical market urges them to design a Strategic Plan in 2009 to expand throughout the rest of Spain, following the first steps of a timid expansion during the 1990s. The Strategic Plan 2009 -2012 forces to fully review the operating model to transform a regional scale company into a national operator with an international vocation. In 2013, the company has to project a new plan with the horizon set in 2016.

Keywords

commercial Family Business General management Management Compsution market development Organization Policy