Fan Milk head/hip box design project (B)
Fan Milk’s gradual spread across the West African coast was not the result of a predefined business model for expansion; it evolved over the years according to the varying stability of the region and at different speeds depending on markets, some of which developed faster than others. Each market was allowed to operate autonomously because it was simply not possible to closely control a company located in West Africa from headquarters in Denmark and furthermore, it was believed that the companies/markets would be most successful if they were managed by people locally. The drawback of such autonomously run companies/markets was that each one was allowed to develop in its own direction with few corporate guidelines on how the brand should be developed and hardly any uniform branding strategy across the markets. When Fan Milk finally adopted a strategy to develop a combined head and hip box to match the bicycle design, which had been identical in all markets from the beginning, it was faced with the challenge of reaching consensus on a uniform design in the different markets.
Participants learn how to adopt and implement a uniform design strategy in a relatively unsettled region where political, social and economic difficulties are not uncommon.
2013
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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Case reference: IMD-7-2546 ©2024
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in MIT Sloan Management Review Summer 2024, vol. 65, no. 4
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