Enhancing Competitive Strategy at Darling Kenya (Simplified Chinese Version)
Product Number:
9B15AC012
Publication Date:
10/05/2015
Revised Date:
06/01/2015
Length:
7
pages
(5 pages of text)
Product Type:
Case (Field)
Source:
Ivey
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.
Issues:
Disciplines:
Marketing,
Entrepreneurship,
International
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
Associated Materials
Translations:
English (7 pages)
You Might Also Like...
-
Nicole R.D. Haggerty, Mackenzie Schmidt, Matt Bradley, Glen Thomson-Bullock, John Paul Belmonte
Publication Date: 7/12/2018
Length: 5 pages
-
Nicole R.D. Haggerty, Dan Hernden, Annika Wang
Publication Date: 1/23/2014
Length: 8 pages
-
Nicole R.D. Haggerty, Mackenzie Schmidt, Matt Bradley, Glen Thomson-Bullock, John Paul Belmonte
Publication Date: 7/12/2018
Length: 5 pages