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Case Study

CO-RO (B): Weathering the storm

By Omar Toulan and Valerie Keller-Birrer

5 pages

February 2025

Reference: IMD-7-2640

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.

Learning Objective

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.

Keywords

Growth, Profitability

Settings

World/global, Denmark
CO-RO Group, Consumer Goods, Food and Beverage
2016-2024

Type

Field Research

Available Languages

English

Related material

Teaching note

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This case study is part of a series

CO-RO (A): Storm clouds forming
CO-RO (B): Weathering the storm

This case study is part of a series

CO-RO (A): Storm clouds forming
CO-RO (B): Weathering the storm

CO-RO (A): Storm clouds forming

By Omar Toulan and Valerie Keller-Birrer
Case reference: IMD-7-2590 ©2025

Summary

The CO-RO Group is a manufacturer of fruit-based still drinks, concentrates and ambient ice (home-freeze popsicles) headquartered in Denmark. Altho...

Reference IMD-7-2590

Organization CO-RO Group

Industry Consumer Goods, Food and Beverage

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Strategy

Browse all topics

CO-RO (B): Weathering the storm

By Omar Toulan and Valerie Keller-Birrer
Case reference: IMD-7-2640 ©2025

Summary

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 ...

Reference IMD-7-2640

Organization CO-RO Group

Industry Consumer Goods, Food and Beverage

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Strategy

Browse all topics

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