個案資料

In mid-2019, the managing director of Switz Foods Pvt. Ltd. (SFPL), which owned the Mio Amore bakery brand, faced the dilemma of how to tackle its competition. Under a franchise agreement from 1989–2014, the company had manufactured and sold cakes and other food products in Eastern India under the Monginis brand name. Due to the managing director’s innovative and emotion-centric market positioning, Monginis quickly became the number one bakery brand in Eastern India. In 2015, however, the franchise licence was discontinued with a condition that, for a period of three years, Monginis would not enter the territories where SFPL had held the Monginis franchise. In 2015, SFPL created the new bakery brand, Mio Amore. In 2019, the Monginis brand re-entered the East Indian market. The managing director’s dilemma was how to sustain Mio Amore’s leadership position, while countering the competition from a former brand.

This case is intended for graduate- and post-graduate-level courses on marketing strategy, marketing management, or business leadership. The case is suitable for courses that address business strategy for medium and large enterprises. After working through the case and assignment questions, students will be able to<ul><li>discuss how a market leader can maintain its market share when facing aggressive competition;</li><li>analyze whether a company should pursue brand extension, market stretch, or both;</li><li>appreciate the challenges when combating a competitor that was formed and nurtured by the same company;</li><li>identify practical marketing strategies in a highly competitive environment, especially where value doesn’t mean low prices and high prices don’t translate to premium quality; and</li><li>identify and evaluate strategic alternatives to help a company overcome its current competitive challenges and exploit a strong market opportunity that is likely to solidify in the future due to emerging economic opportunities.</li></ul>

• competition
• competitive strategy
• marketing strategy
• brand protection