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Shoe Manufacturer Stepping into High-Pace Markets: Bottom of the Pyramid Strategy for Clarks in Africa

By Philip M. Parker,  Yvan van Dam
Published 26 Oct 2015
Reference 6166
Topic Strategy
Industry Apparel and Fashion
Region Africa
Length 4 page(s)
Language English
Inspection copy
Teaching note
6.00
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Summary

An MBA graduate is asked by the CEO to look at Clarks’ strategy in Africa. To achieve growth on a large scale makes entering new countries inevitable. The case describes the firm, attempts by various other shoemakers to enter the market, and the MBA's effort to frame the challenge.

Keywords
  • Strategy
  • Bottom of Pyramid
  • Africa
  • Sales
  • Market entry
  • Growth
  • Market analysis
  • Market segmenting
  • Q11516
  • Corporate Governance
  • Value Creation, Strategy and Implementation
About the authors
Parker

Philip M. Parker

Professor of Marketing

Yvan van Dam


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