background and case introduction

Case Study Proposal Form

Company: Central danone, subsidiary of the multinational French company Danone

Issue:

Centrale Danone Loses $16 Million due to Morocco Boycott

Case Summary:

Centarle Danone is a subsidiary of the French company Gervais Danone. Sales have dropped by 40% in three month which have resulted in a decline of 25 million euros in the operating income of the Moroccan subsidiary. Moroccan consumers expressed their disapproval of high prices of dairy products through a national boycott. This has resulted in high tension between consumers and the supplier. Lack of communication from the company’s side left the public opinion confusion, however the boycott was successful. Today, Centrale Danone is still facing rejection from Moroccan consumers.

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