MINI-CASE ON TIGER BRANDS LIMITED

IS TIGER BRANDS STRATEGICALLY READY TO COMPETE AND COOPERATE?

Headquartered in Bryanston, South Africa, Tiger Brands Limited has been one of the largest
manufacturers and marketer of food, home and personal care brands, and baby products in Southern
Africa for several decades. Founded in 1921, the consumer goods company has used expansion,
acquisitions, and joint venture to achieve a distribution network that now spans across more than 22
African countries. Apart from its Operations in South Africa, Tiger Brands also has interests in
international food businesses in Chile, Zimbabwe, Nigeria, Kenya, and Cameroon. For the period October
2014 to March 2015, Tiger Brands reported a 9 percent increase in operating profit from domestic
businesses: the total group turnover increased by 7 percent to 15.9 billion South African Rand. while
operating profit before the IFRS 2 charges declined by 3 percent to 1.7 billion South African Rand.

In 2010, the Competition Commission found Tiger Brands, and its competitors Pioneer Foods and
Premier Foods, guilty of anti-competitive behavior and conspiring to increase the price of bread.
However, Pioneer settled on a penalty of nearly 1 billion South African Rand and Premier was granted
immunity for co-operating with the commission, while Tiger Brands, despite co-operating had to pay a
fine of nearly 90 million South African Rand.

Tiger Brands’ statements of Vision and mission, posted on their corporate website, include its aim to be
the world's most admired brand for consumer packaged-goods in emerging market. Tiger Brands is also
working toward being a high performing, fast-moving company that operates across the globe in several
emerging territories.

questions

1. How well does Tiger Brand's vision and mission statements help narrow down feasible alternative
strategies available for the firm?

2. Does Tiger Brand pursue a cost leadership, differentiation, or focus strategy? Evaluate is strategic
approach in comparison to its competitors.