| Case Title |
KMA Egypt |
| Case Author(s) |
Leo Paul Dana Teresa Elizabeth Dana
|
| University |
Nanyang Technological University |
| Abstract |
KMA, a new venture, was attempting to enter the Egyptian beverage market during the mid 1990s, with a newly packaged traditional drink called karkadeh. Although this beverage was a well known and popular product in Egypt, awareness outside the country was minimal. The emerging firm, based in Egypt, was concerned about the opportunities and threats inherent in marketing the product for exporting, which might be different than marketing it for local consumption.
*Abstract reprinted with the permission of the European Case Clearing House* |
| Available In |
The Nanyang Case Collection |
| Publisher |
The Asian Business Case Centre, NTU |
| Publisher Case No. |
ABCC-07-98-028 |
| Distributor(s) |
The Asian Business Case Centre
European Case Clearing House
|
| Pub/Rev Date |
1998 |
| ISBN |
|
| Case Length |
5 pgs |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Marketing; packaging; consumer behaviour; exporting; beverages; new venture; international business; brand; differentiation; Egypt. |
| Organisation(s) |
|
| Countries |
Africa |
| Industry |
Food, Beverages & Tobacco |
| Period Covered |
mid-1990s |
| Level |
Undergraduate |
| Links of Interest |
|
| Back |