Essay About Mutti S.P.A. Focus And Italian Consumers Value Quality Of Tomatoes

Mutti Case Study
Terrance Hampton
MKT 501
Case Analysis
Define Problem
How should Mutti S.P.A. focus its growth efforts; should it expand globally or look to continue to grow domestically in Italy?
Decision Factors
Grow Domestically
Assumes that Italian consumers value quality of tomatoes more than consumers in other international markets.
Assumes that younger Italians will continue to value premium tomatoe prodcuts like previous generations
Assumes that climate in Italy will stay steady, and not significantly disrupt tomato production.
Assumes that current tradition and culture of company are important to its image.
Expand Globally
Assumes that international export and distribution of Mutti product would not alter the quality of the product
Assumes that consumers and retailers will see Mutti as a top global brand
Assumes that consumers in other markets will pay more for a higher quality bad
Assumes global consumers perceive Italian tomatoes to be of higher quality
Outsource Brand Globally
Assumes that Mutti brand is associated with quality globally
Assumes that processed tomatoes are seen as commodities abroad.
Relevant Information
Competitors
Domestically Mutti is leading in market share in all categories except puree.
Market leaders are smaller brands and store brands.
Mutti recently passed CIRIO in leading in market sure for Passata
Internationally store level brands are main competitor to Mutti
Customers
52% of domestic buyers look out for bargains
Consumers see processed tomatoes as a commodity
Internationally Mutti has strong presence in food service market due to being seen as high quality by food preparers
Consumers do not see Italian cuisine as “high class”
Retailers
Strategic partnership