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  • November 2019
  • Case
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Edita: Making Choices in Uncertain Times

By: Caroline M. Elkins, Juan Alcácer, Alpana Thapar and Youssef Abdel Aal
  • Format:Print
  • | Language:English
  • | Pages:18 
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Abstract

After 15 years of steady growth and expansion, Edita, a leading Egyptian snack producer, faced a series of challenges in the wake of the Arab Spring. In January 2011, the Egyptian Revolution sparked political and economic turmoil that reflected the waves of protest and violence already spreading throughout North Africa and parts of the Middle East. Hani Berzi, CEO of Edita, managed to navigate the company through this period, though the severe devaluation of the Egyptian pound in November 2016 meant yet another period of crisis for the country’s economy and, with it, the snack food industry. Hani was faced with a series of hard decisions that would determine Edita’s future. He held a crisis management meeting with his executive team and on the agenda were two key decisions. Should they increase their prices as a short-term strategy to survive the turbulent period at the risk of losing market share? Should Edita aim to diversify risk by tapping into underserved rural areas in Egypt or rather by expanding its presence in regional markets? Or, should the company adopt some combination of both strategies, or neither, and instead devise another course for addressing the crisis?

Keywords

Decision Making; Developing Countries And Economies; Economy; Business Or Company Management; Price; Crisis Management; Growth And Development Strategy; Distribution; Risk And Uncertainty; Business Strategy; Expansion; Currency; Food And Beverage Industry; Egypt; Africa; Middle East

Citation

Elkins, Caroline M., Juan Alcácer, Alpana Thapar, and Youssef Abdel Aal. "Edita: Making Choices in Uncertain Times." Harvard Business School Case 320-026, November 2019.
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About The Authors

Caroline M. Elkins

General Management
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Juan Alcacer

Strategy
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