Commercial Strategies in the Olive Oil Bottling Sector in Spain

Abstract

The main objective of this study is to analyse the olive oil bottling sector in Spain, applying the strategic group methodology to a group of firms from the sector. The study is divided in four sections:

? Identification of the strategic groups, using multivariate statistical techniques.

? Characterization of the groups, analysing their internal structure, delimiting and explaining their strategies.

? The positioning.

? And differences in the results of the groups.