CO-RO (A): Storm clouds forming

Toulan, Omar Keller-Birrer, Valerie

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IMD

The CO-RO Group is a manufacturer of fruit-based still drinks, concentrates and ambient ice (home-freeze popsicles) headquartered in Denmark. Although production takes place in Denmark, most of its products are sold internationally, with the company relying on long-term local partners to convert and market the finished products. Historically, the company focused on markets in which fruit-based drinks were rare, which led to steady growth in line with GDP and population increases; 70% of sales and 80% of profits came from the Middle East. Set between 2015 and 2019, Case A describes the company’s “Shape for Growth” strategy, which aimed to reduce over-reliance on key markets and resulted in new market entries and over 150 new products. This strategy also mitigated the effects of the 2014-2016 oil price crisis. However, in 2019, Saudi Arabia’s announcement of a 50% sugar tax on sweetened beverages threatened to significantly reduce market volumes.

出版日
2025/02
業種
食品・家庭用品
領域
経営・戦略
ボリューム
8ページ
コンテンツID
CCJB-IMD-7-2590
オリジナルID
IMD-7-2590
ケースの種類
Case
言語
英語
カラー
製本の場合、モノクロ印刷での納品となります。

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