El Mawardy Jewelry: Expansion During a Recession

El Mawardy Jewelry: Expansion During a Recession
Marina Apaydin, Hend Mostafa, Sherif Ashraf Salem, Ali Tawfik, Jylan Sekaly, Lila Mehrez
Product Number:
9B11M051
Publication Date:
07/07/2011
Length:
11 pages
Product Type:
Case (Field)
Source:
Ivey
El Mawardy Jewelry was an Egyptian jewelry company located in Cairo, Egypt. The company was able to attract many customers due to its variety of designs, high-quality products, and competitive prices. The friendly atmosphere and customized services provided by the salespeople helped the company gain a competitive advantage. The Mawardy family was able to build on its success and open different stores across Egypt. In 2009, the financial crisis hit Egypt and many businesses were negatively affected. Faced with this challenge and a goal to go international, the Mawardy family considered different possibilities. The company had many options, but decided to focus on Qatar and the United Kingdom. It needed to decide whether it was better to expand now or later. It also needed to consider where to expand first — Qatar or the United Kingdom.
Learning Objective:
The objectives of this case are to:
Increase students' awareness of how an economic situation affects consumers, suppliers, countries, trade barriers, and the gold industry.
Teach students to take into account political, economic, and social factors when expanding businesses internationally.
Allow students to understand how to plan during a financial crisis.
Teach students how to evaluate available options and select the best among them.
The majority of class time should be devoted to students applying marketing methods, using marketing tools such as SWOT analysis and the marketing mix, and applying financial methods such as discounted cash flow.
Issues:
International Expansion, Growth Opportunities, Gold, Jewelry, United Kingdom, Egypt, Qatar, Middle East
Disciplines:
General Management/Strategy, Marketing, International, Entrepreneurship
Industries:
Retail Trade
Setting:
Egypt; Qatar; United Kingdom, Small, 2009
Intended Audience:
Undergraduate/MBA
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