Corona Confectionery Egypt: At a Crossroads
商品編號：W34126
出版日期：2024/06/02
再版日期：2024/02/29
商品來源：
商品主題：General Management/Strategy
商品類型：Case (Field)
涵蓋議題：confectionery;chocolate;biscuits;Bimbo;chocolate spread;brand perception;consumer insights;advertising;representation;market share;revenue;revitalization;competitiveness;strategic management;growth strategies;SWOT analysis;mission;vision;market presence;sales boost
難易度：4 - Undergraduate/MBA
內容長度：16 頁
地域：Egypt
產業：Retail Trade
事件年度：2022
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?
教學手冊：Corona Confectionery Egypt: At a Crossroads - Teaching Note
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