個案資料
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Motorcafe: Scaling Up
內容大綱
Manpreet Singh, chief executive officer of the Bosch multi-brand car service provider Motorcafe, wanted to scale up his business, which he established in 2010 in Mohali, India. The multi-brand car service sector promised huge market potential for Singh, but he faced some challenges: Bosch had failed to provide the expected support; the brand was being diluted by poor services offered by other service providers in neighbouring areas; competition from other multi-brand players in the Indian market was ever-growing; original equipment manufacturer workshops were renewing their competitive efforts; and customer needs were rapidly changing. How should Singh scale up his venture in the face of changing market dynamics and implement Motorcafe’s innovative value proposition for Indian car owners?
學習目標
The case is suitable for an MBA and post-graduate level in strategic management, entrepreneurship, and services marketing courses. After working through the case, students will be able to do the following:<br><ul><li>Understand the conditions of the car service sector in India, the concept of service innovation, and the need for business models to address customer needs in the growing car services market.</li><li>Discuss the value proposition offered by car service providers and address the challenges of offering multi-brand car services.</li><li>Use Porter’s five forces, SWOT, and PESTLE analyses to evaluate the multi-brand car service concept and suggest how Singh might scale up his entrepreneurial venture.</li></ul>