Cosan deal introduces students and executive education participants in political economy and business strategy in the biofuel industry. Cosan, based in Brazil, is the largest producer and processor of sugarcane in the world, and the largest sugar and ethanol producer in Brazil, it is also the world's largest exporter of ethanol in the fuel. Rubens Ometto, Director General of Cosan, staked out a leading position in the Brazilian ethanol and sugar industry, because of its efficiency of agricultural production and downstream logistics. He now has to consider whether, and how aggressively to expand the boundaries, or the production or export of Brazilian output. He also has to solve the corresponding vertical structure to the company: whether it should be involved more widely in farming, processing, distribution, or retail. The answers to these questions depend on his views on the future of the industry and the government agencies, which will affect the distribution of costs across the value chain.
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by Forest Reinhardt, Noel Maurer, Ricardo de-Reisen Pinho Source: Harvard Business School 35 pages. Publication Date: October 15, 2009. Prod. #: 710017-PDF-ENG