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Biziga: The Growth Conundrum
內容大綱
In 2015, Biziga Solutions Private Limited (Biziga), a first generation start-up based out of the National Capital Region, India, operated within the “instructional games” industry. Its first product, MarkLabs, was an emerging market-centric business simulation that promised to provide a contextually relevant simulation. Biziga had recorded revenues of ?20 million in FY2014/15. By the end of 2019, the company wanted to build a portfolio of 20 simulations across five domains and serve 25,000 learners. While the founders were convinced about the market opportunity, a lot depended on their ability to articulate the benefits convincingly to the defined target market, as well as the ability to build critical capabilities and resources needed to deliver benefits to customers.
學習目標
This case is ideal for use in basic marketing courses and opportunity analysis modules in undergraduate and MBA programs. After completion of the case, students will have experience:<br><ul><li>Performing a market opportunity analysis.</li><li>Assessing growth opportunities.</li><li>Developing a marketing plan.</li><li>Recognizing barriers to the adoption of an innovation when the innovation can be seen as a substitute or complement to an existing function.</li><li>Demonstrating the challenges of operating in a multi-faceted platform.</li></ul>