Product details

This is the first of a two-case series (309-007-1 and 309-008-1). The case is set in 2008 and examines the decision by Monodor - a small, Swiss-based coffee-capsule company - to grow internationally in the face of much bigger competitors, such as Nestle''s Nespresso, Sara Lee''s Senseo, Procter and Gamble''s Home Cafe system and Kraft''s Tassimo product (among others). The key questions being addressed are: (1) how can a small player compete against much bigger rivals? (2) how to use ''allies'' in carrying out an attack on bigger rivals without losing control? (3) how can you scale up a new product? (4) how do you expand internationally? and (5) what are the difficulties of ''playing two (conflicting) games'' at the same time and how can you overcome them?