Tia’s Muesli: Small Dog in the Big Dogs’ Lair

Author :

Dr Thabo Mosala & Stephanie Townsend

Pages :

11

Product Type :

Case

Reference # :

WBS-2013-20

Teaching Note :

not available

Institute:

Wits Business School, University of the Witwatersrand

Setting:

South Africa

Year:

2013

Keywords:

Finance

Summary/Abstract:

In April 2011, Hani Niayesh, owner and managing director of breakfast cereal manufacturer, Tia’s Muesli, received an unexpected phone call from the Pick n Pay Hypermarket Head Office. The retailer, which formed part of one of South Africa’s biggest supermarket chains, invited Tia’s to list with it again. In 2009, Niayesh had obtained a listing at a few Pick n Pay Hypermarkets in Johannesburg. Eighteen months later he delisted, disillusioned by his experience. Despite promises of support from the retailer, Niayesh was undecided whether to venture back into what he recalled to be a minefield. Would it make business sense for Tia’s Muesli to list with the retailer again?