The managing director of Darling Kenya, a hair beautifying Product Company placed in Nairobi, was planning his next step. As a leader in the beauty care industry in Africa, the company needed to stay a step ahead of growing competition from both local and transnational businesses.
With limited room to increase in the industry, from losing market share, he was looking at a set of alternatives to shield the brand of Darling. Which alternative would benefit the business the most: investigating new advertising sources, including the Internet and social media; reinstating the brand with higher quality and new packaging; or entering the rural marketplace through road shows?
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: June 01, 2015 PRODUCT #: W15221-PDF-ENG
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