Ariel Egypt: From market penetration to fierce competition

Ariel Egypt: From market penetration to fierce competition

Department

Management Department

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. © 2011, IGI Global.

Publication Date

12-1-2011

Document Type

Book Chapter

Book Title

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

Editors

El-Khazindar Business Research and Case Center

ISBN

9781609605834

Publisher

IGI Global

City

Hershey, PA

First Page

205

Last Page

217

Ariel Egypt: From market penetration to fierce competition
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