Product details

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.