Ivey Publishing
Enhancing Competitive Strategy at Darling Kenya (Simplified Chinese Version)
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7 pages (5 pages of text)
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Case (Field)
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 hair care 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 honours undergraduate class in courses 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.
  • Choose alternatives that fit with the company’s decision criteria.
    Marketing,  Entrepreneurship,  International
    Kenya, Small, 2013
    Intended Audience:
    $4.25 CAD / $4.25 USD Printed Copy
    $3.75 CAD / $3.75 USD Permissions
    $3.75 CAD / $3.75 USD Digital Download
    Associated Materials
    Translations: English (7 pages)
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