個案資料

My Kind of Cakes (MKOC), a cake boutique in Ghaziabad, India, had carved a niche for itself with its unique bakery products, quality food, and excellent service, all offered at a reasonable price. Within five years of opening, the business had flourished, growing in worth from ?7.2 million in 2012 to ?19.5 million in 2016. In January 2017, the owner of the cake shop pondered his strategies for achieving his target revenue of ?50 million by 2020. He wondered if he should expand geographically and open franchises in nearby towns or if he should increase his product range. Should he build a digital platform to increase awareness of his brand or launch a loyalty program to strengthen MKOC’s customer relationships? If so, how should he build such a program? Since he had also been asked to photograph special occasions such as baby showers, he wondered whether he should add theme photography to MKOC's offerings.

This case is suitable for use in an MBA-level marketing course in a segment on family business, entrepreneurship, analysis of business opportunities, marketing strategy, or customer-relationship management and loyalty programs. It can also be used to facilitate discussion of the typical dilemmas of family-run businesses or to complement a session on growth in a medium-sized entrepreneurial firm. The case facilitates evaluation of the business model and growth options of a start-up business. It presents an ideal platform for discussing different marketing strategies, including market penetration, product development, market development, and diversification. After working through the case and assignment questions, students will be able to do the following:<br><ul><li>Understand how loyalty programs work for medium-sized entrepreneurial firms.</li><li>Assess the strategic choices available to an entrepreneurial firm, evaluating the alternatives and devising strategies for successful conduct of the business.</li><li>Explain the importance of customer-relationship management, customer service, and satisfaction.</li></ul>

• Services Marketing, Customer Relationship Management, Loyalty Program, Customer Loyalty, Entrepreneurship