CO-RO (B): Weathering the storm
Case B describes the unprecedented challenges faced by CO-RO in 2020. The implementation of the sugar tax in its largest Middle Eastern market led to a near 50% volume drop in CO-RO’s sales, and Covid-19 lockdowns impacted the Asia-Pacific (APAC) region in particular. These events led to a dramatic drop in net sales and gross profit, forcing CO-RO to re-evaluate its growth strategy and implement cost-saving measures. By 2022, CO-RO faced further challenges with global supply chain disruptions and inflation due to the war in Ukraine. This required strategic decisions to stabilize and ensure future growth amid ongoing external pressures.
- Compare and assess different company strategies in the face of adverse external factors.
- Learn skills to analyze and critically reflect on issues related to the risks and benefits of various growth strategies.
- Learn skills to analyze and critically reflect on issues related to the impact of external factors as well as the strategies to mitigate them.
CO-RO Group, Consumer Goods, Food and Beverage
2016-2024
Cranfield University
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Harvard Business School Publishing
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Case reference: IMD-7-2648 ©2025
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in HBR.org 25 July 2025
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