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Cookie Man: Exploring New Frontiers
內容大綱
Cookie Man, an Australian bakery chain, ventured into India in 2000 with the unique promise of providing “freshly baked premium cookies” on the spot. Opening with a manufacturing unit and its first outlet in Chennai, Tamil Nadu, it bought raw materials and most of its packaging locally and used a local refrigerated trucking firm to distribute its goods. By 2015, it was operating 70 company-owned and franchised stores in newly designed malls and high fashion streets in 25 cities across the country. Increasing competition, a move by competitors towards Internet distribution, and the changing tastes of consumers have hurt the financial health of the brand, and some drastic and quick strategic choices need to be made. Should the company grow horizontally and open more stores in India and/or expand into neighbouring countries? Should it look at new channels of delivery or new offerings? What is the right path for survival and growth?
學習目標
This case can be taught both in a foundation course on marketing in a postgraduate management program or in a second-year elective course on retail or strategic marketing. Its objectives are:<br><br><ul><li>To identify and understand all elements of a retail operation, including the marketing mix.</li><li>To help students appreciate the journey of a global brand as it appeals to the local palate and creates a unique space for itself in the consumers’ mind-set.</li><li>To understand the complex challenges and opportunities that exist in the organized food retailing market in emerging markets such as India.</li><li>To learn how to identify and leverage growth and expansion opportunities in a large developing economy.</li></ul>