Company Overview
Barilla SpA is a large, vertically integrated, family owned pasta company based in Italy. It maintains a leadership position among a field of thousands of Italian competitors producing and distributing brand-name pasta. Its operations are divided among 3 production divisions and two distribution channels, based on product shelf life. Distribution was further divided between two central distribution centers (CDCs), based on geography.
Customers were divided into three primary segments: Small retail shops; Large independent supermarkets; and Large supermarket chains. …
