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Keroche (D): Transforming the Core Business
內容大綱
This case describes Keroche co-founder Tabitha Karanja's decision to exit the wine business following the Kenyan government's 2007 increase in excise taxes on wine. In August 2007, Keroche introduced the vodka drink Viena Ice as a replacement for its fortified wines, and in August 2008, it entered the beer market with the launch of its Summit Lager premium beer. The case describes the success of Keroche's products in the Kenyan beer market, despite an initial intense advertising campaign by Keroche competitor EABL for its own Tusker beer.
涵蓋主題
- Consumer behavior
- Market demographics
- Start-ups
- Business growth
- Entrepreneurial management
- Management styles
- Business history
- Competitive strategy
- Geographic analysis
- Customer-centricity
- White-collar crime
- Customer relationship management
- Organizational change
- Commodity markets
- Business and government relations
- Market segmentation
- Innovation
- Organizational goals
- Competitive forces
- Organizational culture
- Litigation and lawsuits
- Annual reports and financial statements
- Poverty
- Family businesses