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- Published in The CCMP Collection
- Best Case Study - AFFI-CCMP Competition
How to preserve leader position in the field of printing of Morocco?
Case of the Moroccan family business El Watanya
Autors : Taib Berrada El Azizi, Badr Habba & Azzeddine Allioui
Résumé du cas
The case studies the family business El Watanya, leader in printing in the Marrakech-Safi region in Morocco since its creation in 1958.
Thus, the company has been able during more than sixty years of its existence, to develop a know-how and an expertise confirmed in its field of activity.At the beginning, specialized in the traditional printing, El Watanya proceeded to a total integration of these trades in order to offer a complete service to its costumers.
Thus, Ben Mansour, founder and creator of El Watanya, turned to his strategy and financial advisor to ask for the elaboration of a business plan guaranteeing the implementation of the investment project which will allow the development of the company’s activity.
This mission will be the subject of the present case.
Key Concepts / Keywords
Financial diagnosis, company strategy, family business, business plan, diversification strategies.
Learning Objectives
At the end of this case study, participants will be able to:
- Distinguish between the decision-making mechanisms of family businesses and managerial businesses.
- Identify challenges that inhibit rational decision making.
- Understand business diversification strategies and study the effect of family character.
- Unpack and understand the relationship between diversification strategies and the growth of firms
- Analyze the financial situation of the company and understand the specificities of financing family entrepreneurship.
Target Learning Group
The case can be administered to students of master’s degrees in financial management as a synthesis of finance courses. It can also be used as a training tool for executives and managers working in family businesses as part of professional certification training.
Prerequisites
Basic knowledge of financial analysis and diagnosis, strategic diagnosis (SWOT, PORTER), basic knowledge of financial strategy and forecasting, strategic management, corporate finance.
Case Caracteristics
- Number of pages of the case : 12 pages
- Number of appendices : 7 pages
- Number of pages of the teaching note: 40 pages
- Other documents: Excel sheets for case and teaching note
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