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Intercultural management: Bodega Torres SA

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  1. Introduction
  2. Key challenges and issues
    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats
  3. Potential solutions
    1. Keep the family's corporate ownership
    2. Going global by recruiting professionals and expert
  4. Recommended solution
  5. Conclusion

Bodega Torres SA is a Spanish wine company that has been founded in 1870 by the brothers Jaime and Miguel Torres in Cataluña. Spain. This family business company has been cultivating its own vineyards since the 17th century, and is now producing wine in 3 countries (Spain, Chili and the USA) and distributing their different varieties of products (Chardonnay, Cabernet, Pinot Noir and so on) throughout more than 140 countries. Moreover, the company's worldwide recognition has also bubbled up through the awards it won. Indeed, the company was the winner of the ?Great Wine Marathon? in 1970, it also received the silver medal for the red wine Gran Coronas in 1987 and the gold medal for the white wine Milmanda in 1991 as well as 2 others bronze medals.

At the beginning of the 18th century after the brother's death, Juan, who is Miguel' son, run the company facing a lot of difficulties due to the world economic crisis. After he died in 1932, his son was responsible at his turn of the company although he only has 21 years old. We have to say that he succeeded because of his entire dedication to the family business with the help of his wife Margarita and thanks to his powerful commercial intuition.

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