個案資料
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ColoredCow: Creating New Milestones for Business Growth
內容大綱
Indian start-up firm ColoredCow achieved impressive growth in its first three years. In 2016, the company earned ₹725 million in net revenue, an increase of 140 per cent over the previous year. In early 2017, the company’s target for 2020 was very ambitious: its founder hoped to reach ₹2.5 billion in total revenues, which would be challenging for a company with only 16 employees and a multi-directional focus. ColoredCow's founder wanted to build a direct sales channel to help achieve this target. With rapid changes taking place across the information technology industry, the firm faced some serious questions: What technical and digital capabilities would ColoredCow need to implement to achieve success in the future? What scalability issues would the company likely face? What should ColoredCow’s strategic plan for growth be?
學習目標
This case is suitable for MBA-level marketing courses on entrepreneurship, analysis of business opportunities, and marketing strategy. The case can also be used to facilitate discussions on customer service quality, customer satisfaction, and word-of-mouth marketing in courses that cover the topic of customer relationship management. After completion of this case, students will be able to<ul><li>evaluate a start-up’s business model and its growth options;</li><li>discuss different services marketing strategies such as service quality, customer retention, product development, and market development;</li><li>understand how customer relationship management works for medium-sized entrepreneurial firms;</li><li>discuss a company’s strategic options, evaluate the alternatives, and devise strategies for the successful conduct of the business; and</li><li>discuss the importance of service quality, customer satisfaction, and word-of-mouth marketing in the services sector.</li></ul>