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
Asha Handicrafts Association: Redefining the Value Proposition Strategy
內容大綱
Asha Handicrafts Association (Asha) was a fair trade marketing organization, headquartered in Mumbai, India. The organization primarily marketed and sold handicrafts sourced from artisans across India to three main customer segments. The first segment consisted of fair trade importers outside of India, where Asha was a leading player. The second segment consisted of commercial importers who sold products through commercial retail stores abroad. Asha had done reasonably well in this segment in a pilot project. The third segment was the domestic retail market, where Asha ran its own retail store chain in India with the brand name of Karigar. In January 2017, the chief executive officer (CEO) of Asha deliberated the all-important decision of whether to continue with or shut down Asha’s retail business, Karigar. The CEO also examined how Asha could redefine its value proposition and determine which customer segment (or segments) to focus on while building its strategic road map for the future.
學習目標
This case can be used in undergraduate- and graduate-level courses on marketing. The case can also be used in some elective courses, such as retail marketing or consumer psychology. After working through the case and assignment questions, students will be able to do the following:<ul><li>Gain insights into the challenges and opportunities associated with domestic and various international consumer segments for a non-traditional organization.</li><li>Learn to prepare the value proposition of a non-traditional business.</li><li>Understand the dynamics of cost-plus and value-based pricing as well as the challenges in implementing these pricing strategies.</li><li>Learn retail business strategies for independently operating a retail business.</li><li>Learn about the challenges of independently operating a retail business.</li></ul>