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When elephants fight: South African washing powder wars
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.ORCID-id: 0000-0001-6117-4408
2019 (Engelska)Övrigt (Refereegranskat)
Resurstyp
Text
Fysisk beskrivning [en]

Case study (pedagogic)

Abstract [en]

Learning outcomes

An understanding of the competitive landscape and consumer dynamics of an emerging market, especially how a small local company learns to take on and deal with global players. Similarly, embeddedness within a market leads to increasing the competitiveness of local brands as they understand local consumers better than international ones. Local brands are also more likely to use home-based and innovative marketing strategies.

Case overview/synopsis

Bliss Chemicals, through their flagship brand, MAQ washing powder, captured market share from global multinationals during a price war. Nevertheless, their competitive landscape and their customer base are dynamic; the company cannot afford to rest on its laurels for long. The case provides insight into the marketing activities of both large and medium enterprises in an emerging market. It also demonstrates the type of marketing activation that engenders strong consumers’ response.

Complexity academic level

The case can be used in undergraduate, MBA and executive education courses on marketing, consumer behaviour, bottom of the pyramid or international marketing courses. It could also be used in business strategy courses on market entry, dealing with stronger competitors, price wars and doing business in Africa.

Ort, förlag, år, sidor
London: Emerald Group Publishing Limited, 2019.
Serie
Emerald Emerging Markets Case Studies ; Vol. 9, No.1
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Industriell marknadsföring
Identifikatorer
URN: urn:nbn:se:ltu:diva-73458DOI: 10.1108/EEMCS-02-2018-0031OAI: oai:DiVA.org:ltu-73458DiVA, id: diva2:1302637
Tillgänglig från: 2019-04-05 Skapad: 2019-04-05 Senast uppdaterad: 2019-06-27

Open Access i DiVA

Fulltext saknas i DiVA

Övriga länkar

Förlagets fulltexthttps://doi-org.uplib.idm.oclc.org/10.1108/EEMCS-02-2018-0031

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Av författaren/redaktören
Chipp, Kerry
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Industriell Ekonomi
Företagsekonomi

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Totalt: 38 träffar
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