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Ideas Kitchen’s Expansion Fix
內容大綱
Ideas Kitchen is a medium-sized kitchen maker that specializes in customizing the modular kitchen. As a result, it has built a loyal customer base. Business has been relatively good for Ideas Kitchen, and the company has been doing well financially. It has been capitalizing on the burgeoning growth of the modular kitchen market in India. However, several foreign players have begun entering the Indian market and almost all of them have been expanding at a rapid pace either through franchise models or by opening showrooms in a number of cities. The founder of Ideas Kitchen is in a dilemma about whether to stay a niche business or to take a bold step toward expanding product range and geographical reach.
學習目標
The case is an ideal platform for discussing:<ul><li>How progressive vision and planning initiatives can help start-up enterprises to achieve success in the market.</li><li>Growth in a medium-sized entrepreneurial firm.</li><li>Different marketing strategies such as market penetration, product development, market development and diversification.</li><li>How macro- and micro-level business environment factors influence the conduct of a business.</li></ul>