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- Published in The Case Focus Journal
- Prix de la meilleure étude de cas - EFMD Case Competition
How can an african company stand out in the premium shoe market?
Cas de Benson Shoes in Morocco
Authors : Imane El Ghazali & Zoulikha Maaroufi
Synopsis
This case relates to premium shoe manufacturing company Benson Shoes. The company was the first one in Morocco and Africa to produce English-style Goodyear welted for men aimed at consumers from socio-economic categories A+ and B+.
Benson shoes was a 100% Moroccan family business and one of the first to export; its international market represented about 75% of its sales. After the crisis that hit the European markets, the company has experienced a sharp drop in its turnover in 2016. The sales achieved on the national market had not allowed the company to fully use its production capabilities, there was also a slight drop in national sales.
Later, Benson Shoes wanted to increase its sales with its four stores in the domestic market. The turnover achieved remained modest compared to the expected objectives. Benson’s executives believed that there was sales potential in the Moroccan market. Setting higher sales as a priority, they wanted to tackle the domestic market and wondered about the strategies to put in place in order to increase their market share.
Key Concepts / Keywords
Positioning, communication strategy, communication policy, marketing mix policies, sales development, premium shoe market.
Learning Objectives
Students will have to make effective decisions about wich strategies to adopt in order to attract more customers. They will have to analyze the position of Benson Shoes then present and justify their approach and communication policy decisions in order to address challenges faced by the company.
Working through this case will enable students to:
- Sort, structure and analyze information presented in the case (marketing strategies, e.g. targeting, positioning, the company’s marketing mix, communication strategy, target segment expectations, environment, etc.)
- Define precise realistic communication objectives, taking into account the strategy to undertake, a SWOT analysis and the objectives of the managers in order to increase sales
- Review the communication strategy of Benson Shoes and define a communication policy which meets the intended objectives. Focus on the information content to be communicated (brand marketing) and the choice of communication media: classic (offline) versus digital (online)
- Define and propose an action plan (media plan) alongside the communication policy.
Target Learning Objectives
The case is designed Bachelor level or above students specializing in Marketing and Communication or any other participants pursuing management training that might be interested in the topics covered by this case study.
Prerequisites
Fundamentals of marketing, operational marketing, strategic marketing, communication, content marketing, digital marketing and digital communication.
Case Caracteristics
- Nombre de pages du cas : 10 pages
- Nombre de pages de la note pédagogique : 23 pages
- Autres documents du cas : Corporate film
- Nombre d’annexes : 3 pages
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