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Disrupting the retail tyre market : aligning Utyre's brand strategy to drive future growth / Mlenga Jere, Warren Gatcke.

By: Contributor(s): Material type: TextSeries: Publisher: London : Graduate School of Business, University of Cape Town, 2017Description: 1 online resource : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781526449702 (ebook) :
Subject(s): DDC classification:
  • 658.5
Online resources: The Utyre case tells the story of an entrepreneur whose start-up venture is steadily gaining momentum and has reached the stage where the company is faced with a number of challenges. The case draws the reader to a series of questions that will have to be answered in order to achieve sustainable growth for the business. The story begins with a brief summary to establish the setting and to introduce the protagonist, Rewald Drinkwater, and his dilemma: How to build a brand that would sustain his first-to-market advantage and set him apart from his competitors.
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Originally published in Jere, M., & Gatcke, W. (2017). Disrupting the retail tyre market: Aligning Utyre's brand strategy to drive future growth. 2017-7. Cape Town, South Africa: Graduate School of Business, University of Cape Town.

The Utyre case tells the story of an entrepreneur whose start-up venture is steadily gaining momentum and has reached the stage where the company is faced with a number of challenges. The case draws the reader to a series of questions that will have to be answered in order to achieve sustainable growth for the business. The story begins with a brief summary to establish the setting and to introduce the protagonist, Rewald Drinkwater, and his dilemma: How to build a brand that would sustain his first-to-market advantage and set him apart from his competitors.

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