Exotic Caribbean Mountain Pride Ltd.: Expansion Strategy
(8 pages of text)
In January 2017, the owner of Exotic Caribbean Mountain Pride Ltd., based in Trinidad and Tobago, was trying to decide on a strategy to ensure the continued growth of her business in the face of increased competition from other local manufacturers. She wondered whether the timing was right to expand operations and enter the export market. The growing demand for her chocolate products also made her question whether she should increase her prices. The entry of her two daughters into the family business further complicated her decision-making. She wanted them to become more involved in running the business, but she was having difficulty adopting a less active role in the business.
This case is suitable for undergraduate and graduate business courses in entrepreneurship and strategy, as well as advanced undergraduate marketing courses specializing in small business management. The case focuses on the opportunities and challenges associated with expansion facing a small family-owned firm after its apparently successful start. It also highlights the difficulties of succession planning in small family businesses that, unlike larger businesses, may not have a cadre of internal candidates who can readily adopt a leadership position. After completion of this case, students will be able to
- examine the growth strategies available to entrepreneurs who have successfully overcome the initial challenges of survival;
- acknowledge the challenges of operating a small, family-owned business that operates in a niche market; and
- recognize the importance of interfamilial dynamics in the context of establishing a transparent and fair succession process for a family business.
Trinidad and Tobago, Small, 2017
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