Product details

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Case
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Reference no. 598-045-1
Subject category: Marketing
Authors: Leo Paul Dana (Nanyang Business School (NTU)); Teresa E Dana (Nanyang Business School (NTU))
Published in: 1998
Length: 7 pages
Data source: Published sources

Abstract

KMA, a new venture, was attempting to enter the Egyptian beverage market during the mid 1990s, with a newly packaged traditional drink called karkadeh. Although this beverage was a well known and popular product in Egypt, awareness outside the country was minimal. The emerging firm, based in Egypt, was concerned about the opportunities and threats inherent in marketing the product for exporting, which might be different than marketing it for local consumption.
Location:
Industry:
Size:
Small
Other setting(s):
Mid 1990s

About

Abstract

KMA, a new venture, was attempting to enter the Egyptian beverage market during the mid 1990s, with a newly packaged traditional drink called karkadeh. Although this beverage was a well known and popular product in Egypt, awareness outside the country was minimal. The emerging firm, based in Egypt, was concerned about the opportunities and threats inherent in marketing the product for exporting, which might be different than marketing it for local consumption.

Settings

Location:
Industry:
Size:
Small
Other setting(s):
Mid 1990s

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