Castillo de Canena

In October 2015, Castillo de Canena was singled out as “The Best Olive Oil Company in the World.” Present in over 46 countries, it had broken away from the traditional approach in the Spanish olive industry, mainly focused on volume. However, its owners and managers hope for accelerated growth in sales and, especially in profitability, while at the same time preserving the brand’s essence. Moreover, they have just received a purchase proposal from a major company in the luxury sector. Should the company accept it? If not, what should be the next steps in the market to achieve the expected levels of growth and profitability?