個案資料
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Farmery: Scaling a Start-Up in an Emerging Economy
內容大綱
Farmery’s mission was to supply fresh, pure cow’s milk, to households in the National Capital Region of India within 24 hours of milking. After two years of operations, Farmery had become profitable and had introduced many firsts in the consumer milk market in India. It delivered raw cow’s milk to 5,000 households daily, maintained a cold supply chain, and adopted a capital-efficient business model and end-to-end technology-driven operations and customer service. In early 2018, Farmery was facing a challenge in scaling the business for the next phase of growth. Farmery’s funding constraints prevented it from expanding in more than one direction at a time. Co-founder Arora therefore had to choose: should he consolidate Farmery’s operations within its existing geographic market and offer customers a wider portfolio of products, or should Farmery continue limiting its offerings to fresh milk products but expand geographically, in order to maximize new customer growth?
學習目標
The case is suitable for both undergraduate- and graduate-level courses on strategic management and entrepreneurship. This case offers the opportunity for students to discuss how an entrepreneurial venture takes initial shape, how a differentiated product can be successfully introduced in an emerging market, and how to make strategic decisions for subsequent phases of growth. By working through the case and the assignment questions, students will be able to<ul><li> evaluate the business model and growth options of an entrepreneurial venture in an emerging market;</li><li> understand consumer behaviour related to fast moving consumer goods products in an emerging market; and</li><li> explain the decision-making dilemma facing an entrepreneur making strategic decisions regarding the expansion of a business.</li></ul>