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When elephants fight: South African washing powder wars
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-6117-4408
2019 (English)Other (Refereed)
Resource type
Text
Physical description [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.

Place, publisher, year, pages
London: Emerald Group Publishing Limited, 2019.
Series
Emerald Emerging Markets Case Studies ; Vol. 9, No.1
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-73458DOI: 10.1108/EEMCS-02-2018-0031OAI: oai:DiVA.org:ltu-73458DiVA, id: diva2:1302637
Available from: 2019-04-05 Created: 2019-04-05 Last updated: 2019-06-27

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Publisher's full texthttps://doi-org.uplib.idm.oclc.org/10.1108/EEMCS-02-2018-0031

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf