Enhancing Competitive Strategy at Darling Kenya
Product Number:
9B15A012
Publication Date:
06/01/2015
Revised Date:
07/27/2018
Length:
7
pages
(5 pages of text)
Product Type:
Case (Field)
Source:
Ivey/Africa Institute
In September 2013, the managing director of Darling Kenya, a hair care product company headquartered in Nairobi, was pondering his next move. As a leader in the beauty haircare industry in Africa, the company needed to stay a step ahead of increasing competition from both local and multinational firms. With limited room to grow in the industry, he was looking at a set of alternatives to protect Darling’s brand from losing market share. Which option would benefit the company the most: exploring new advertising channels, especially on the Internet and in social media; reinvigorating the brand with new packaging and higher quality; or entering the rural market through road shows?
Learning Objective:
This case is intended for an undergraduate class on introductory marketing, strategy or service learning with the objectives that students will be able to:
- understand the competitive environment;
- translate internal capabilities to alternatives;
- understand consumer buying behaviour;
- in a saturated market, understand how to maintain or even increase market share; and
- choose alternatives that fit with the company’s decision criteria.
Issues:
Disciplines:
Entrepreneurship,
International,
Marketing
Industries:
Retail Trade
Setting:
Kenya, Small, 2013
Intended Audience:
Undergraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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