個案資料
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Green ChillyZ: Redefining Market Boundaries
內容大綱
In 1999, three brothers opened a small fast food outlet in a small city in Eastern India. The geodemographics of the city changed markedly over the next few years, providing the brothers with an opportunity to redefine their business and grow. By focusing on who their customers were and what they needed, the brothers created a new market in the city's fast food sector, avoiding the entrenched competition in the existing market. The brothers’ venture was not initially successful and they did have some problems along the way, but by 2016, they had established an unrivalled chain known for its biryanis and other food items. What led to the brothers’ success? Could they continue to grow with this strategy? Were they established enough to consider international expansion?
學習目標
This case is ideal for use in marketing management classes at the graduate level. After completion of the case, students will understand the following: <br><ul><li>Market orientation, and how it leads to greater customer focus and an understanding of the evolving trends.</li><li>The difference between product and market orientation, and the nuances of changing lifestyles as a result of shifting geodemographic segmentation.</li><li>The demerits of strategic inertia, and how firms benefit by adopting a re-constructionist view of strategy in defining market boundaries in blue oceans.</li></ul>