Abstract

Learning Outcomes

This case can be used to teach students how entrepreneurs identify opportunities, navigate uncertainty, and make strategic decisions in emerging market contexts. Upon completion of the case study discussion, students will be able to analyze how entrepreneurs adapt to challenges and leverage limited resources to build and grow a business; understand the role of mentorship, networking, and negotiation in forming strategic partnerships; evaluate market entry strategies and the challenges associated with them; and demonstrate the ability to engage in strategic decision-making by assessing competing options and considering their long-term impact, as illustrated by Eric’s dilemma in the Kenyan market.

Case Synopsis

This case explores the journey of the Choice of East Africa Ltd. (CEA), a family-owned wine importing and distribution business specializing in French wines. Established in 2009, the company initially thrived in the Rwandan Market due to the cultural affinity for French wines. However, CEA faced substantial challenges when expanding into the Kenyan market in 2013, where French wines were less well-known and market dynamics differed significantly, imposing huge capital outlay and market penetration challenges. The primary dilemma in the case is whether CEA should exit Kenya to avoid losses or invest in strategies to strengthen its market position.

The case provides insight into strategic decision-making, international expansion, family business dynamics, and entrepreneurial leadership in an emerging market context.

Complexity/ Academic level

This case study is suitable for MBA and executive education programs, particularly within the domains of Business Innovation, Global Marketing, Leadership and Mentorship, and Strategic Management. It engages students in analyzing real-world challenges faced by entrepreneurs and senior executives as they navigate competitive markets and expansion strategies. The case demands advanced strategic thinking, critical decision-making, and the application of leadership principles, making it ideal for students preparing for top-level management roles in dynamic and globally interconnected business environments.

Supplementary Materials

Teaching notes are available only to educators upon request from the Case Centre at cases@strathmore.edu

Keywords

French Wines, Entrepreneurial Leadership, Family Business Dynamics, Global Expansion, Strategic Decision-Making

Citation

Udahemuka, F. F. (2025). Exit Kenya or Dig In: The Choice of East Africa Limited's Defining Moment. In Strathmore Africa Case Center. Strathmore Africa Case Centre. https://doi.org/10.70268/SACC-12-24-26

Publisher: Strathmore Africa Case Centre

Copyright © 2025, Strathmore Africa Case Centre

Category : Case

Author : Fidelis Francis Udahemuka

Publisher : Strathmore University

Document ID : SACC-12-24-26