Barilla Spa Essay

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Barilla SpA (A) Case Study 1 Background Barilla SpA is the largest pasta manufacturer in the world, making 35% of all pasta sold in Italy and 22% of all pasta sold in Europe. Barilla was founded in 1875 when Pietro Barilla opened a small shop in Parma, Italy. Pietro’s son led the company through a significant growth period and in the 1940’s passed the company to his own two sons, Pietro and Gianna. In the 1960’s, competing in a overcrowded field of over 2,ooo pasta manufacturers, Pietro and Gianni Barilla differentiated the company by using a high quality product supported by innovative marketing programs. In 1968, to support the double-digit sales growth the company was experiencing, Pietro and Gianni Barilla began construction on a 1.25 million square meter state-of-the art pasta plant in Pedrignano. The cost of this massive facility drove the Barilla bothers deeply in debt. And in 1971 they sold the company to the American multi-national firm W.R.Grace, Inc.

With difficult economic conditions and new Italian legislation Grace sold the company back to Pietro Barilla. During the late 1980’s Barilla was suffering from high operational cost and inefficiencies. So in 1987, Brando Vitali, director of logistics expressed that an alternative approach to order fulfillment must be found. With thinning margins both in manufacturing and retailing he wanted to find a way to cut costs out of their distribution channel without compromising service. In 1988 he explained his vision of a plan that could do this, Just-in-Time Distribution. Company Issues Barilla has a very complex distribution network including independent third party distributors. Due to this complexity Barilla has been experiencing large amounts of variability in demand, which are resulting in operational inefficiency, increased manufacturing, inventory and distribution costs.
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