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LaundryWala: Scaling up an On-Demand Laundry Start-Up
內容大綱
LaundryWala was an online, on-demand laundry service provider in the suburbs of Delhi, India. In 2018, three years after its inception, the firm had more than 30,000 individual and business customers. The 33-year-old owner had to make quick strategic decisions regarding the next phase of the firm's growth. She looked at the firm's operation details to assess the following: Was her service model viable and profitable? Should the customer segment focus be business-to-consumer or business-to-business sales? Was a company-owned business model the best option, or should she look at outsourcing operations? Could the young start-up move into new territories and service offerings?
學習目標
The case is suitable for a graduate-level course on marketing management, services marketing, marketing of start-ups, or strategic marketing/marketing strategy. After working through the case and assignment questions, students will be able to do the following:<ul><li>Conduct macroenvironmental and competitor analyses to assess the market opportunities a firm must examine as it works towards its future business strategy.</li><li>Assess how a firm understands customer needs in designing its value proposition.</li><li>Apply the 7 Ps (product, price, placement, promotion, people, process, and physical evidence) and use the service-blueprint concept to understand the workings of a service organization.</li></ul>