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> KITEA (A): Democratizing Furniture in Morocco

商品編號: 9-719-420
出版日期: 2019/01/03
作者姓名:
Casadesus-Masanell, Ramon;Yucaoglu, Gamze
商品類別: Other
商品規格: 18p

再版日期: 2019/10/24
地域: Africa;Morocco
產業: Retail trade
個案年度: 1993 -  2013

 


商品敘述:

The case opens in 2013 as Amine Benkirane, founder and CEO of the leading Moroccan furniture company KITEA, contemplates the loss his company has incurred for the first time in its 20-year history. The case then describes KITEA''s origins and provides a detailed overview of the business plan that enabled Benkirane to bring affordable modern furniture in flatpacks to the Moroccan market, which had previously been dominated by unorganized artisans. At the beginning of 2010, KITEA was a market leader with a robust market share of 24%. However, Benkirane read about rumors that IKEA was planning to enter the Moroccan market. The case explores in detail KITEA''s efforts to prepare for the increased competition. In 2013, KITEA found itself in a difficult situation, facing a downturn in the economy, a slowdown in sales, a delayed store opening, and souring creditor sentiment following the news about IKEA''s entry. Would KITEA be able to bounce back and remain competitive when IKEA entered the market?


涵蓋領域:

Competitive advantage;Competitive strategy;Corporate strategy;Entrepreneurship;General management;Product adaptation;Strategic planning;Strategy


相關資料:

Case Teaching Note, (5-719-490), 35p, by Ramon Casadesus-Masanell, Karen Elterman;
Spreadsheet Supplement, (9-719-807), 34p, by Ramon Casadesus-Masanell