Ariel Egypt: From Market Penetration to Fierce Competition

Ariel Egypt: From Market Penetration to Fierce Competition

Department

El Khazendar Business Research and Case Center

Abstract

This case study examines the past and present challenges facing Ariel, a long-time market leader in the detergent sector in Egypt whose market share has started to slip. In particular, it examines the marketing strategies and performance of Ariel High Suds, which is witnessing a declining market share as well as a decline in the overall high-suds market due to fierce competition and the growing low-suds market in Egypt.

Publication Date

2011

Document Type

Book Chapter

Book Title

Cases on Business and Management in the MENA Region: New Trends and Opportunities

ISBN

ISBN139781609605834

Publisher

IGI Global

City

Cairo, Egypt

First Page

205

Last Page

217

Keywords

Ariel, Egypt, Market Penetration, Fierce Competition

Ariel Egypt: From Market Penetration to Fierce Competition
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