Chupa Chups International Business Strategy

S.A. Chupa Chups is a Spanish company, manufacturing and selling sweet products. Founded in 1957 by Enrique Bernat, it has built its empire around one single product: a lollipop. It now has manufacturing plants in five countries, many subsidiaries in distribution, trading, banking, marketing, confectionary machine manufacturing and insurance, and trades in 130 countries around the world.

In a first part, we will look deeper at the company, analysing its resources and capabilities and its core competencies, through a value chain. In the second part, we will see how did the company transfer and manage its competencies abroad in its international expansion.


1. S.A. Chupa Chups’ competitive advantage

1.1. The company

The company was founded on the idea of producing one new product: the lollipop.

û The product
Its particularity is to be on a stick. First made in wood, the stick is now made in plastic through a technologic process developed by the company. Th...