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Product cover image for Femu Advertising: The Expansion Opportunity

Femu Advertising: The Expansion Opportunity

Cathy Chen; Eric Morse

Product #:9B17M083_P
Supplier:Ivey
Discipline:Entrepreneurship, General Management, International Business
Setting:Ethiopia, 2016
Details:Case (PDF) • 5 pages • 2017-06-16

Subjects:

Business expansionCorporate strategyBusiness managementEntrepreneurshipInternational business

Industries:

Information technology and telecom sector

Geography:

EthiopiaAfrica
Your Price:$10.54

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In May 2016, a business student from Addis Ababa, Ethiopia, was considering expanding his print advertising business, which he had been operating out of his home for the past five years. He was about to graduate from the School of Commerce at Addis Ababa University, and he needed to put together an action plan for his company’s potential expansion. His options were: (1) continue operating his business as is; (2) invest in an office location and move the business out of his home; and (3) invest in new machines that would allow him to bring banner printing operations in-house. Now it was time to consider the pros and cons of these options and prepare an action plan, including how to obtain the financing for fixed asset investments.

Learning Objectives

This case would be suitable for a beginner to medium-level entrepreneurship course focused on action planning and making decisions within an unfamiliar business environment. An international entrepreneurship course would be most suitable; however, this case can be used for general introductory business courses as well. Students have an opportunity to practise the following activities:
  • Perform basic financial analysis aimed at improving the profitability of a young start-up company.
  • Assess the financial feasibility of expansion options.
  • Prepare a detailed action plan for expansion that includes an end goal, activities, timeline, resources, success metrics, risks, and strategies to mitigate risk.
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    Case Study: Femu Advertising: The Expansion Opportunity | Ivey Publishing