個案資料

In 2019, the founder of Anjelo’s Confectionaries, a commercial bakery in India, faced two difficult situations. The founder had created the Juicy Cakes brand to represent the company’s standard cakes, differentiating the product from the bakery’s specialty cakes and ice cream cakes; however, the Juicy Cakes name had limited exposure and lacked mass recall for consumers, as a result of poor distribution and reach. The second challenge was the unused capacity of the company’s large automated plant. Although cake sales were seasonal, the founder wanted to utilize the company’s excess capacity throughout the year. The entrepreneur founder needed to fine-tune the trade-off between a product-based strategy and a place- or distribution-based strategy. How should the founder proceed to ensure his company’s future?

This case is intended for graduate-level courses in entrepreneurship, marketing, and strategy. In an entrepreneurship course, it can be used for discussing the short- and long-term challenges that arise in regular business settings. In a marketing course, the case can be used to discuss the importance of the four Ps (i.e., price, product, promotion, and place) and their interdependence. In a strategy course, the case can be used to understand the importance of positioning and the links between positioning and the firm’s business model for competitive advantage. After working through the case and assignment questions, students will be able to do the following:<ul><li>Create an awareness of the need to understand the business environment using specific tools.</li><li>Discuss the relevance, desirability, and defensibility of product positioning in a targeted market using an appropriate segmentation, and discuss the issues related to capacity building for scale advantage and its short falls.</li><li>Explain the challenges faced by a start-up during its stages of growth.

• product positioning
• relevance, desirability, defensibility
• capacity building