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Corona Confectionery Egypt: At a Crossroads
內容大綱
Alexandria Confectionery & Chocolate Company (trading as Corona), led by chief executive officer Shady Farid, grappled with a post-pandemic downturn in sales, weakened brand image, and heightened competition in the chocolate, biscuit, and chocolate spread markets. Faced with an urgent need for revitalization, Farid contemplated strategic adjustments, with an emphasis on enhanced brand perception and consumer insights. To succeed, he had to leverage the company’s existing brand and market position and focus on targeted advertising and quality representation to reclaim market share and grow revenues. Farid focused on three product lines: moulded chocolates, the Bimbo brand, and chocolate spread. How could he leverage the company’s existing positioning and brand name to increase market share and revenues?
學習目標
This case is designed to develop students’ analytical skills. It is suitable for undergraduate- or graduate-level courses on international business, strategic management, and marketing. After working through the case and assignment questions, students will be able to<br><br><ul><li>quantify external factors at national and industry levels to strengthen their analytical skills;</li><li>construct a strengths, weaknesses, opportunities, and threats (SWOT) analysis for companies, evaluating their objectives through mission and vision assessments;</li><li>analyze and synthesize facts and ideas to formulate strategic recommendations for business decisions;</li><li>develop growth strategies to facilitate business expansion; and</li><li>position a company’s product lines in the market to boost sales and enhance market presence.</li></ul>