Cebon El Mordjene: Viral Sweetness and Strategic Trade Dilemmas

This case study examines the strategic dilemma faced by Cebon, a rising Algerian food company behind the viral success of "El Mordjene," a premium chocolate spread. Cebon saw its product unexpectedly explode in popularity in France during the summer of 2024, driven by diaspora enthusiasm and social media virality. Despite soaring demand, Cebon's momentum hit a wall: the European Union's regulatory framework blocked formal imports of Algerian dairy products, leaving Cebon with a complex decision: should it challenge the EU, withdraw, or reconfigure its market approach? Set in Algeria and France between August and December 2024, CEO Qrichi Foura must grapple with a high-stakes decision: should Cebon pursue costly EU compliance, retreat from the European market, or pivot toward more accessible emerging markets? The case is designed to teach strategic decision-making under uncertainty and regulatory constraint, using frameworks such as PESTEL, real options thinking, value chain analysis, and institutional theory. It is most relevant to sub-fields such as international business strategy, market entry decisions, and non-market strategy.