Olympic Group Acquisition of IDEAL
商品編號：9B12M047
出版日期：2012/09/05
再版日期：2012/04/23
商品來源：
商品主題：General Management/Strategy; International Business; Marketing; Organizational Behaviour/Leadership
商品類型：Case (Field)
涵蓋議題：Acquisition;Growth;Employee Integration;Brand Repositioning;HR Management;Home Appliances;Egypt
難易度：4 - Undergraduate/MBA
內容長度：12 頁
地域：Egypt
產業：Manufacturing
事件年度：1998
Olympic Group (OG) was an Egyptian white goods giant that made products such as water heaters, fans, and cookers. In 1997, OG decided to buy IDEAL, a large state-owned white goods firm. Being a monopoly in its markets, IDEAL had a strong brand name and market share, which made it very attractive for OG. Also, the products that IDEAL produced — refrigerators and washing machines — complemented OG’s products. A year after the acquisition, OG had to deal with several issues such as integrating the employees of the two companies, boosting employees’ productivity, changing IDEAL’s brand image, and improving IDEAL’s products. Accordingly, within the next month, the CEO had to decide whether to start by changing IDEAL’s brand image or integrating the employees of the two companies. He also had to consider how and when to integrate the employees of the two companies without affecting overall performance. What methods should he use to boost the employees’ productivity, especially at IDEAL? What areas needed to be worked on in order to improve the IDEAL brand image without affecting its market share? What changes in IDEAL’s products were required to sustain its competitiveness and market share?
教學手冊：Olympic Group Acquisition of IDEAL - Teaching Note
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