學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Filli Café: Going Global
內容大綱
By May 2018, the owner of 30 FiLLi Café outlets across the United Arab Emirates had come a long way from helping out in his father’s a small cafeteria in the Mamzar area of Dubai in 2004. With his innovative FiLLi tea and FiLLi Zafran tea, he had successfully created a tea brand in the United Arab Emirates. After the company’s success there, he aspired to take the brand global using the franchising model. The path ahead, however, had to be navigated carefully. New entrants had emerged and were competing for market share. In the changing market scenario, how would FiLLi Café manage to retain customer loyalty locally and successfully manage global expansion? Was this plan too aspirational? Was it the right time to expand the company? Was franchising the best method for global expansion?
學習目標
The case is designed for use in graduate-level courses in marketing, branding, entrepreneurship, and business strategy. This case offers an opportunity for business students to understand what goes into transforming a small local business into a brand with exponential growth. It enables them to study and appreciate the entrepreneurial zeal at the core of such ventures. After completion of the case, students will be able to<ul><li>identify the traits of an entrepreneur;</li><li>analyze factors crucial to the growth and success of a medium-sized enterprise;</li><li>understand the importance and role of branding for a medium-sized enterprise;</li><li>study brand elements that contribute to brand success;</li><li>evaluate various global expansion decisions for businesses in light of their business objectives; and</li><li>ideate ways to remain profitable and to retain market share.</li></ul>