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MIDCOM: a strategic initiative in the Middle East and Africa

Vimi Jham (Institute of Management Technology, Dubai, UAE)
Eric Van Genderen (Institute of Management Technology, Dubai, UAE)

Publication date: 3 March 2015


Subject area

Marketing Strategy, International Marketing.

Study level/applicability

MBA Course Core course of Marketing Management. Specialization courses in Services marketing, Marketing Management, Retail Management. Executive training workshops on strategy formulations. Faculty development workshops on teaching pedagogy through cases. Capstone courses.

Case overview

The case talks about the declining share of Nokia globally, which affected Midcom's business. Despite this downfall, Midcom had maintained a majority share in the market. For now, the Middle East and Africa region was least effected by the global market share drop of Nokia, but Nokia's dropping market share was one of the threats Midcom might face in Africa. The segment where Android and BlackBerry Messenger (BBM) had hit Nokia was a minority stake holder in Nokia's share in Africa. The market itself was growing, but there was stiff competition from brands such as Samsung, Tecno, HTC, Apple and other Chinese brands. The case revolves around the strategies adopted by Midcom to maintain its leadership in the market to avoid the threats from its competitors.

Expected learning outcomes

The case seeks an intensive reading, research and a stimulating in-class discussion on implementing marketing strategy mixed with creating experience in the service industry with special focus on the telecom industry. The case is also open to other angles as per the other intents and context of the course and course instructor. Some of the learning outcomes from the case will be in the area of: customer satisfaction, distribution management, market leadership, retailing, competitive strategies in marketing and international marketing.

Supplementary materials

Teaching notes are available for educators only. Please contact your library to gain login details or e-mail to request teaching notes.

Subject code

CSS 8: Marketing



The authors would like to thank the team at Midland who supported them in providing all the information needed to complete this case study.


Jham, V. and Van Genderen, E. (2015), "MIDCOM: a strategic initiative in the Middle East and Africa", , Vol. 5 No. 1.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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