Learning outcomes Upon completing this case study, students will be able to analyze strategic decision-making in small and medium enterprises (SMEs) undergoing digital and structural transformation; evaluate the effectiveness of multi-brand versus corporate branding strategies; apply marketing and entrepreneurship frameworks to assess business model resilience; identify the critical role of execution and consistency in entrepreneurial success; and propose strategic recommendations for international market expansion while preserving brand authenticity. Case overview/synopsis This case study explores the strategic journey of Cokelat nDalem, a Yogyakarta-based artisanal chocolate company, as it navigated the post-pandemic business landscape. Led by its co-founder Meika Hazim, the company evolved from a culturally rooted offline retail experience into a multi-brand corporation embracing digital commerce and modern food innovation. This case study highlights the challenges of balancing local heritage with global aspirations, managing brand consistency under a corporate umbrella and deciding between pursuing domestic growth or export opportunities. It prompts students to reflect on strategic dilemmas involving market entry, organizational readiness and branding coherence in a digital-first economy. Complexity academic level This case study is designed for undergraduate and graduate students enrolled in programs such as entrepreneurship, marketing, innovation management, international business, digital business and SME development. It is also suitable for Master of Business Administration participants and executive learners with interests in emerging markets, cultural branding and global growth strategies. This case study is particularly relevant for modules on brand strategy, business model innovation, dynamic capabilities and internationalization of SMEs. Supplementary materials Teaching notes are available for educators only. Subject code CSS 3: Entrepreneurship.
Dila Maghrifani (Tue,) studied this question.