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Research Details

Inspiral: A Contrast in Operations Strategies

Abstract

One of the first local manufacturers of aluminum (screw) caps in Chile, INESA expanded rapidly in the region over its first few years. By 2015, the company had achieved almost 55% market share in the domestic wine sector and 21% in South America, focusing on Chile, Argentina, and Brazil. After more than 40 years of experience in screw cap manufacturing and technical customer support, INESA was acquired by RMDGroup in 2017 and started a new path to consolidation in the international market.


In 2018, after INESA's rebranding, Inspiral was established to express the company's future strategy regarding innovation and internationalization. Along with Ramondin (an RMDGroup capsule manufacturing brand), Inspiral was a specialist in packaging, designing, and producing a complete portfolio of fastening products for wine, champagne, and spirits bottles.


By the end of that year, Inspiral was confronting two challenges: (1) The rapid growth in the national wine market had seen a similar rising need for quality and low-cost screw caps. As a leading manufacturer of screw caps in Latin America, Inspiral had to create additional value through its strategic positioning and operational excellence. (2) Although Inspiral had dominant market share, its position was threatened by the possible entry of Alua, a major international player, into Chile, Inspiral's home market.


The case study asks students to compare the competitive and operating strategies of the company and its rivals. It also requires a competitive trade-off analysis of the three companies and the specific operational changes Inspiral needs to remain competitive on the international market.

Type

Case

Author(s)

Alejandro Hernandez De La Lanza, Jan A. Van Mieghem

Date Published

04/29/2021

Discipline

Operations

Key Concepts

Facilities; Manufacturing; Manufacturing strategy; Operations; Operations strategy; Production; Production planning; Production processes; Quality management; Value Propositions

Citations

De La Lanza, Alejandro Hernandez, and Jan A. Van Mieghem. Inspiral: A Contrast in Operations Strategies. Case 5-420-755.

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