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Subject category: Marketing
Published by:
The Case Centre (2020)
 
in "Case Focus - The Journal of Business & Management Teaching Cases, Middle East and Africa Edition"
Length:
13 pages
Data source:
Field research

Abstract

This case study relates to a premium shoe manufacturing company in Morocco called Benson Shoes. The company was the first one in Morocco and Africa to produce English-style Goodyear welted shoes for men aimed at consumers from 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 had 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. A slight drop in the national sales was also noticed. 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 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.

Teaching and learning

This item is suitable for undergraduate and executive education courses.

Topics

Positioning; Communication strategy; Communication policy; Marketing mix policies; Sales development; Premium shoe market

Setting

The events covered by this item took place in August 2019.

Geographical setting

Region:
Africa
Country:
Morocco
Location:
Casablanca

Featured company

Company name:
Benson Shoes
Employees:
51-200
Turnover:
MAD 25,000,000
Type:
Privately held
Industry:
Shoe manufacturing and retail

Featured protagonists

  • Mohamed Benamour (male), General Manager
  • Salma Benamour (female), Network Manager

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