Business Policy and Strategy of Corona: An Analysis

Business policy and
strategy
Mariam Mounib
Zeina Mounib
Leila El Leithy

Introduction
The business policy describes the scope in which decisions can be taken by the subordinates in the organization. It
encourages the lower level management to deal with the difficulties and issues without referring to the top level
managers every time for the decisions. The business policies are actually guidelines developed by the organization to
regulate the actions of the subordinates. The limits are defined within which decisions are to be made. It also pacts
with the acquisition of the resources within which the organizational goals are mandatory to be achieved. This report
comprises the business policy of the Corona which is an Egypt based company. Corona is a chocolate and
confectionary company. The report defines the background of Corona along with the mission, vision, and strategy of
the company. The business model of the company is also defined. The strategic group of Corona is identified. The
report also includes the industry analysis of the company. The SAFS matrix is discussed and alternative strategies are
identified which were used in the TOWS matrix. Finally, the alternative strategy is chosen and its possible effect is
analyzed on the various stakeholders.

Background of the company
Corona was established in 1919. It is the first confectionery and chocolate company in the Egyptian market. The
company was get nationalised in 1963. Corona has established its image as a quality manufacturer. The company is
identified for its nostalgic portfolio comprising various categories of snacks by the famous brand names such as
Cocoa, bimbo, Biscuits, Wafers, Candies, Chocolate Rocket, Toffees, and Gum. On the other side, chocolate is one
of the popular consumer products around the world. The growth of the chocolate industry over the last years has
been caused in the eastern and western world. It is a popular ingredient for the desserts and meals (Ashish 7-25).
The local and global growth has made the price of the products sensitive. The company targets the people of
twenty-five years and more. The current target market of the company in Cairo, Alexandria and the countries
outside Egypt.
The company is passionate to make everyone happy by its wide range. The confectionery is growing at 5% on the
international level which is faster than other packed food markets.

Company’s mission, vision, and strategy
The mission of the Corona is to provide a high quality portfolio of the products like
chocolates, biscuits, cocoa, and jelly in the Egyptian market. The company believes in
promoting customers and build pleasant moments of joy.
The vision of Corona is to be the challenger as the Egyptian confectionary producer with
the deliberate role in the Middle East and Africa.