Edita Foods: Prospects for International Expansion to Jordan and South Africa


The case discusses Edita Foods, an Egyptian company that produced a variety of bakery products such as cakes, croissants, and crispy crackers. The company was able to establish itself in the Egyptian market and build a strong reputation. Moreover, Edita started exporting its products to different markets in the Middle East and became available in 15 countries. The company employed more than 2,000 employees and became a market leader in Libya, Yemen, Palestine, and Iraq.

In order to sustain its position in the market and develop its regional existence, Edita decided to consider expanding further to new markets internationally. The company was considering Jordan due to its close location, and the similarity between the Egyptian and Jordanian markets as they share similar languages, cultures, and religions. On the other hand, Edita was considering expanding to South Africa to increase its revenues, explore a new market, and benefit from the trade agreements signed between South Africa and Egypt. How should Edita Foods decide where and how to grow internationally? What kinds of questions should the company consider in doing so?

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

2023 Sage Publications, Inc. All Rights Reserved

You are not authorized to view Teaching Notes. Please contact your librarian for access or sign in to your existing instructor profile.
locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles