- Teaching Notes
This case provides a thorough analysis of the success story of MenaTec, an adhesives and detergent company with headquarters in Cairo, Egypt. The case offers an in-depth examination of a current problem faced by the CEO and the management team concerning the detergent business unit. MenaTec has been a market leader for adhesives in recent decades due to the products’ high quality, yet the company’s detergent line has not been as successful. Other companies in the detergent industry in Egypt have been growing and competition threatens MenaTec’s future economic prospects. The company’s detergent line is lacking proper strategy and appropriate implementation of the “marketing mix” method to compete in this industry. Marketing director Hakim Meshriki and CEO Adel Meshriki believe it is time to set in place an efficient strategy that could greatly improve the company’s market share. Many recommendations have been proposed and they all have valid justifications. To grow the business, will MenaTec choose to implement a differentiation or cost-leadership strategy? The decision makers within MenaTec are considering the different strategic options, as well as how they will be able to adapt their marketing strategy to follow the new business strategy. The case will guide the reader in an overview of the detergent industry, MenaTec’s competitors’ practices, and the pros and cons of each strategy proposed.