Case
Teaching Notes
Abstract
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?
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