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

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CASE STUDY. 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.

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SKU: 1543-WITS Categories: , Tags: , , ,

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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?

Teaching objectives

To generate learning on growth strategies for small businesses.

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