Case Solution & Analysis for Amorim: The Future of Natural Cork by Chris Laszlo, Katherine Gullett, Tim Krueger.
Complete Case details are given below :
Case Name : Amorim: The Future of Natural Cork
Authors : Chris Laszlo, Katherine Gullett, Tim Krueger
Source : Ivey Publishing
Case ID : 9B17M019 / W17053
Discipline : General Management
Case Length : 11 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In 2015, Corticeira Amorim, S.G.P.S., S.A. (Amorim), the world’s largest cork manufacturer, was facing multiple strategic dilemmas. After enjoying a near-monopoly in the wine stopper market for over 300 years, cork’s reputation had been damaged in the 20th century by concerns over “cork taint,” and the cork industry had been challenged by the resulting disruptive technologies of screw caps and synthetic corks. Amorim needed to rethink its core assumptions, including product design and supply chain strategy. The company had taken a new direction in the previous 15 years, and appeared to have regained a secure niche for the foreseeable future. The family-owned business was now emerging from its comeback and reviewing various strategic options to secure a sustainable future. Should Amorim rely more or less heavily on its wine stopper business in the future? Which form of competition should Amorim confront most directly? Should the company compete primarily based on cost or value?Chris Laszlo is affiliated with Case Western Reserve University – Fowler Center. Katherine Gullett is affiliated with Case Western Reserve University.
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