British Food Journal: Volume 101 Issue 5/6

Desnoes & Geddes Limited

This case takes us to Jamaica, where Desnoes & Geddes has been a market leader. As products reach the maturity phase of the product life cycle, it is time to consider strategies…

KMA

This case is about a new venture in Egypt, namely KMA. The firm is small but innovative and it experiments with non‐traditional packaging. This is a high‐risk venture in a…

Korean Air Lines

This case is about Korean Air Lines’ innovative idea to adopt a policy of vertical integration in catering. Rather than out‐source its in‐flight catering, this airline has moved…

Mubbery juice

This case is about Turpan’s Chief Foodstuffs and Drinking Factory, in Xinjiang. The firm produced a health drink called Mubbery juice and this product met with success in China…

An entry strategy report for Dairy Crest in Germany: A theoretical application of matrix marketing

This case study investigates the possibility of Dairy Crest dairy products entering the German market. The study gives an insight and analyses the company’s internal capabilities…

The Bulgarian Vintner Company

Wine production has been a tradition in the rich and varied land of Bulgaria’s countryside for centuries. Vinprom, the state wine producing organisation, began to recognise some…

Danish cheese

Firms – in their efforts to internationalise – often find that the best strategy is to adapt to local environments. However, the EU has passed legislation to move toward…

Ms Jessica Lim

The October 27, 1996 issue of Singapore’s The Sunday Times gave the Salut Restaurant and Wine Bar a four star (very good) rating for its food and ambience, and three stars (good…

Le Boulanger de Strasbourg

In the past, a baker in Strasbourg produced for the local market, and was not very concerned with events in foreign markets. Now, consumers in Strasbourg have the choice to buy…

Mohammed the baker

Entrepreneurs must operate within the constraints of their environment. In Egypt, government policy has a great impact on what entrepreneurs can do. Mohammed, a neighbourhood…

Orange juice vendor

The Rahmin brothers operate one of many undifferentiated orange juice stalls in Marrakech. The brothers are faced with a difficult marketing challenge.

Sheep‐farm in the Pyrenees

Two entrepreneurs operate a very successful business enterprise, in a small rural community. The entrepreneurs are seeking to expand, but this will need capital. Students are…

Coca‐Cola Indochina Pte Ltd

Singapore‐based F&N and Bangkok‐based Thai Pure Drinks launched a joint venture to bottle Coca‐Cola in Vietnam. However, Pepsi is the market leader here. For Coca‐Cola to succeed…

Lublin Coca‐Cola Bottlers Ltd

Coca‐Cola is relatively standardised around the world. However, expansion into Poland was exceptionally challenging. This case is about the entry of Coca‐Cola into the Polish…

S. David Soda Water Factory

This case is about a small bottling plant which until recently operated in a protected market. Recently, foreign players such as Coca‐Cola and Pepsi have appeared, eager to engulf…

Tajik‐American Pepsi

In 1996, capital was raised to launch a Pepsi‐Cola production line in war‐torn Tajikistan. Production capacity was 6,000 bottles per hour, in a country experiencing a painful…

Turkish Coca‐Cola

Turkish and Kyrgyz investors linked up to introduce Coca‐Cola to the Kyrgyz Republic. However, the Kyrgyz people are very traditional, and the future of Coca‐Cola, in this market…

International Beverage Company

This case is about a small firm which has been given the opportunity to become a bottler for Coca‐Cola in Vietnam. The case addresses competition and product positioning.

Mrs Fields’ Cookies: A Case about Ms Lek Oon Goh

Debbi Fields has been baking cookies for public consumption since August 1977, when she opened the first Mrs Fields’ Chocolate Chippery in Palo Alto, California. After being…

Ben & Jerry’s

Two entrepreneurs, Ben Cohen and Jerry Greenfield, had great success with their Ben & Jerry’s ice cream in the USA. Their first attempt at internationalisation, however, was a…

Fast food in Istanbul

A neighbourhood fast‐food outlet in Istanbul focuses on two target markets, tourists and locals. This case is an exercise in market segmentation.

Kentucky Fried Chicken

Kentucky Fried Chicken has made a very successful entry into China. This case is about the KFC outlet at the Dong Fong Hotel, in Shanghai. The hotel was recently closed for…

McDonald’s Co. (Japan) Ltd

During the post‐bubble bust of the 1990s, many eating establishments closed down. Yet McDonald’s was determined to stay. However, management recognised the importance of slashing…

Nirula’s small business

This case is about a local food chain in India, Nirula’s. As McDonald’s penetrates New Delhi, Nirula’s is faced with unprecedented competition from abroad. The small enterprise…

Editorial