Ocean Sole: Planning an International Expansion Strategy

Rajesh Nair, Rajeev Verma

Product #:W42619

Supplier:Ivey

Discipline:International Business, Marketing

Setting:Kenya, 2024

Details:Case (PDF) • 18 pages • 2025-06-02 (Rev: 2025-10-17)

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Geography:

Kenya Africa

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Ocean Sole Africa Ltd., a Kenyan social enterprise, upcycles flip-flop debris from coastlines into art pieces marketed to eco-conscious consumers, blending marine conservation with community empowerment. With over three million flip-flops upcycled and artisans supported, the organization has leveraged sustainable marketing to amplify its mission. Facing local market constraints, its chief executive officer must decide where to expand internationally: Brazil, Guatemala, or Colombia. Expansion is crucial to scaling operations, reaching new consumers, and advancing Ocean Sole’s mission. Each market offers unique opportunities and challenges, requiring careful navigation of cultural fit, market potential, and environmental impact.

Learning Objectives

This case is suited to courses and modules in international business, international marketing, or international strategy at the master of business administration level. The case also fits courses that have modules in ESG strategy, corporate sustainability, or social innovation. The case is more suited for students who have had some grounding in the basics of internationalization and sustainable business models, as these themes are integral to the case discussion. After working through the case and assignment questions, students will be able to do the following:

Identify and prioritize potential countries for expansion. This involves analyzing factors like market size, growth potential, competition, consumer preferences, entry strategies, and market size.
Evaluate the strategic decision-making process for entering new international markets and the factors influencing such decisions.
Apply analytical frameworks (OLI, PESTEL, SWOT, Porter’s Five Forces, and TAM-SAM-SOM) to assess market potential and international expansion.
Assess the role of local partnerships in market entry and their impact on scaling a social enterprise globally.
Examine how an impact-driven enterprise’s strategies align with United Nations sustainable development goals.
Analyze the role of ESG principles in strategic decision-making.