Cosentino Group – Abridged

Cosentino Group was a Spanish family-owned multinational business group that focused on the design, production and distribution of architectural and decorative solutions made from natural stone. The case focuses on Francisco, the company CEO, who in March 2011 considers what reception his strategic plan will have. It poses an investment of 190 Million dollars to achieve a 58% increase in turnover in 3 years, with sales abroad reaching 70% of total income. He faces the dilemma of consolidating already conquered markets and/or opening new ones such as Oceania and Asia. All this in the middle of a world crisis scenario, with special emphasis on Spain and Andalusia, where the Cosentino Group has decided to concentrate the production.