CO-RO (A): Storm clouds forming
The CO-RO Group is a manufacturer of fruit-based still drinks, concentrates and ambient ice (home-freeze popsicles) headquartered in Denmark. Although production takes place in Denmark, most of its products are sold internationally, with the company relying on long-term local partners to convert and market the finished products. Historically, the company focused on markets in which fruit-based drinks were rare, which led to steady growth in line with GDP and population increases; 70% of sales and 80% of profits came from the Middle East. Set between 2015 and 2019, Case A describes the company’s “Shape for Growth” strategy, which aimed to reduce over-reliance on key markets and resulted in new market entries and over 150 new products. This strategy also mitigated the effects of the 2014-2016 oil price crisis. However, in 2019, Saudi Arabia’s announcement of a 50% sugar tax on sweetened beverages threatened to significantly reduce market volumes.
- Assess and understand the challenges international companies face.
- Assess and understand the risks represented by over-reliance on a limited number of markets or products.
- Develop tools to be able to shape the growth of a company despite ongoing external pressures.
CO-RO Group, Consumer Goods, Food and Beverage
2016-2024
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Case reference: IMD-7-2648 ©2025
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in HBR.org 25 July 2025
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