Action steps for African Business Schools
2011-05-24 13:56:36 UTC
Case Study: Ruff 'n Tumble
Title
Ruff 'n Tumble
Author
Alos, A; Ajayi, F
Pages
22
Product Type
Reference #
805-043-1
Teaching Note
805-043-8
Institute
Setting
Nigeria
Year
2005
Keywords
Company history; Nigerian children's clothing industry; Filling the gap in the market; Products; Sales and inventory; Management; Human resources; Marketing; Product pricing; Mothercare; The Challenge; Economics, politics and business environment; Production and operations management
Summary/
Abstract
Abstract
Ruff 'n' Tumble had definitely come a long way since Nike Ogunlesi, Ruff 'n' Tumble's founder, started out making pyjamas for her children. It had taken years of hard work to build a reputation for being one of the best manufacturers of children's clothing in the country. She had established a large clientele for her business and she had built a strong brand of quality, creative designs and durable clothes for children. Now, however, there was a new threat to the business, Mothercare, a British children's clothing company, had opened a store in Victoria Island, Lagos, and was carrying out an intensive search for distributors in other parts of the country. Nike had already gone to take a look at their store, and had left with the unsettling feeling that for the first time since she started, Ruff 'n' Tumble was facing serious competition.
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.
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Reports on the AABS Members Meeting 2011 and Responsible Management in Africa Conference 2011
