Ariel Egypt: From Market Penetration to Fierce Competition
El Khazendar Business Research and Case Center
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.
Cases on Business and Management in the MENA Region: New Trends and Opportunities
Ariel, Egypt, Market Penetration, Fierce Competition
(2011).Ariel Egypt: From Market Penetration to Fierce Competition. IGI Global. , 205-217
Ariel Egypt: From Market Penetration to Fierce Competition. IGI Global, 2011.pp. 205-217