Yogen Früz: it's all about ü
Publication date: 18 November 2013
Abstract
Subject area
Entrepreneurship, entrepreneurialism, marketing strategy, strategic stakeholder engagement.
Study level/applicability
Entrepreneurship policy makers, post-graduate level, practitioners interested in MENA region.
Case overview
Yogen Früz is a leading frozen-yogurt franchising network started in 1986 in Ontario, Canada, as a small business adventure. It then grew to be the largest frozen-yogurt company in the world after acquiring many of its smaller competitors locally and internationally. In 2002, new key players entered the market and set new benchmarks in the frozen-yogurt industry, which led to Yogen Früz losing its dominance and closing many shops. This case study is written to show how Yogen Früz, the world's largest frozen-yogurt chain, was outperformed by new, small-sized rivals in the industry. This case explains the successful strategic move made by Yogen Früz to adopt a rebranding strategy and reintroduce itself with a totally new brand image. Yogen Früz specializes in frozen yogurt and now has more than 100 flavors and 1,300 outlets around the world.
Expected learning outcomes
This case study will expose students to a strategically successful example of expansion and critical thinking beyond the daily operation of a business. The students will be able to apply business process models, SWOT analysis.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Keywords
Acknowledgements
The authors would like to express their very great appreciation to Mr Aaron Serruya for his valuable and constructive suggestions during the planning and development of this case study. His willingness to give his time so generously has been very much appreciated. The authors would also like to thank the staff of the following organizations for enabling them to visit their offices to observe their daily operations: Khalifa Fund Organization, Pregel Inc. & MEC3 Inc.
Citation
Alsharji, A. and Ahmad, S.Z. (2013), "Yogen Früz: it's all about ü", , Vol. 3 No. 7. https://doi.org/10.1108/EEMCS-06-2013-0117
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited