Case Study Analysis and Solutions

Case ID: 712451

Abstract:
Case Solution & Analysis for Bananas (A) by Eric J. Van Den Steen
As owner and CEO, Wim Van der Borght had grown Bananas in 8 years from a 4.5 million euro company into a 40 million euro group of companies with a range of field marketing activities in Belgium and the Netherlands. The core of the group consisted of two companies - Bananas and Demonstrate - which were operationally completely independent and acted as competitors in the market. The two companies had different strengths and different cultures. In August 2008, Wim needed to decide on the right degree of interaction or integration of Bananas and Demonstrate. He also wanted to expand the companies' activities to a more comprehensive marketing offering and needed to consider international expansion opportunities.

Keywords:
Competitive advantage, Competitive strategy, Corporate strategy, Execution, Global corporate cultures, Growth strategy, International business, Marketing, Mergers & acquisitions, Organizational culture, Strategy, Bananas (A) Case Solution

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