Case Study: Leading Fruit and Veg city into fresh pastures

Title
Leading Fruit and Veg city into fresh pastures 

Author
Viedge, C: Dorfling, T 

Pages
20 

Product Type
 

Reference #
306-107-1 

Teaching Note
not available 

Institute
Wits Business School, University of the Witwatersrand 

Setting
South Africa 

Year
2006 

Keywords
Leadership; Strategy; Marketing; Retailing; Entrepreneurship; South African retail industry



Summary/
Abstract
It was September of 2005, Brian and Mike Coppin had founded Fruit and Veg City 11 years ago and knew that over the past 11 years they had done an excellent job of translating the mission of the organisation into action. They had sustained success and growth by delivering quality fresh produce at the right price to their identified markets, and they had done so by ensuring continuous innovation and exceptional service. However, they could see that there had been a change in the industry. Market needs had evolved and there were a variety of opportunities under consideration. In order to achieve their vision of 200 profitable stores by 2010, the Coppins were keen to experiment with a number of segmentation and store concepts and wondered whether these would be as successful as their existing business model had been. In order to build the brand globally, which concept would work best? But, in particular, could they be sure that their recipe for success would continue to be the right one, and would their methods of leading managers, workers and franchisees keep working as well as they had in the past?

 

Back


Follow us on LinkedIn LinkedIn

The Impact of AABS Video

"The impact of AABS Video" was filmed at the Gordon Institute of Business Science, Johannesburg and at the University of Cape Town Graduate School of Business, Cape Town during the AABS Members Meeting and Conference 2011.

 

View The Imact of AABS Video

AABS is proud to announce our new project: African Agribusines Network (AAgri.net). Visit the website.

Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011