Enhancing Competitive Strategy at Darling Kenya
(5 pages of text)
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?
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.
Kenya, Small, 2013
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