Liyu Ethiopia Tours: Growth and Expansion Options

Nicole R.D. Haggerty; Andrew Patton;Desmond Chan;Joseph Hoekstra

Product #:9B18M076

Supplier:Ivey

Discipline:Entrepreneurship, International Business, Strategy

Setting:Ethiopia, 2014

Details:Case (PDF) • 7 pages • 2018-07-12

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In late May 2014, the founder of Liyu Ethiopia Tours was considering his options to grow the company. The small but reputable tour company had become successfull in Addis Ababa, Ethiopia in only seven months. The founder, who faced the challenge of continuing to grow the business on a limited budget, was considering several strategic decisions: should he increase the company’s online presence by using the services of Google AdWords or TripAdvisor; expand local and national partnerships with hotels or with tour companies in neighbouring countries; or participate in a major trade show, with the hope of developing international partnerships. The founder wondered how to align his company’s goals with its capabilities.

Learning Objectives

This case is suitable for undergraduate business courses in entrepreneurship or business strategy. After completion of this case, students will be able to

identify opportunities in an unattractive but growing industry;
address the challenges start-up companies face when trying to gain initial exposure;
evaluate the scalability of a business model;
assess the feasibility of options based on resource constraints; and
understand the need for a short-term and a long-term action plan.

Liyu Ethiopia Tours: Growth and Expansion Options

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Learning Objectives