Enhancing Competitive Strategy at Darling Kenya
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?
Collection: Ivey Business School (Canada)
Ref: IVEY-9B15A012-E
Format: PDF
Number of pages: 7
Publication Date: Jun 1, 2015
Language: English
Review date: Jun 1, 2015
What material is included in this case:
Description
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?
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Year: 2013
Geographic Setting: Kenya
Industry Setting: Retail Trade;
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.
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