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Critterati: Redefining Pet Culture
內容大綱
Founded in 2016, Critterati was India’s first luxury hotel for pets, located in one of the most prominent residential and commercial areas of Gurgaon, India. The basic philosophy of the hotel was that pets provided unconditional love to their owners, so they deserved more than just basic care in return. The number of customers visiting Critterati over the previous three years had increased consistently from 500 in the first year to 1,200 in the second year and 2,600 in the third year. In a short time, the start-up had become a self-sustaining business. By early May 2019, the hotel’s top luxury Critterati Suite was already booked for most of June and the overall hotel was nearly fully booked for the next two months. The Critterati differentiator was an annual membership plan that had been carefully crafted to provide a package of services for one year at a cost effective flat rate. However, the number of customers who chose the membership plan was still low, at around 250, but 1,000 memberships were needed to break even. How would pet owners be convinced about the benefits of the plan? Partnering with other service providers would also increase brand awareness, but which partnerships were most important?
學習目標
This case is suitable for undergraduate- and graduate-level courses on strategic management that discuss the concepts of business strategy, entrepreneurship, and strategy implementation. After working through the case and assignment questions, students will be able to do the following: <ul><li>Understand the importance of recognizing opportunities, as well as the role of resources and entrepreneurial skills, in the success of a new venture.</li><li>Discuss the strategic approach to launching a new venture.</li><li>Understand how generic strategies for overall cost leadership, differentiation, and focus are used by new ventures.</li><li>Discuss how decisions regarding the implementation of a strategy complement its execution.</li><li>Learn what approach should be adopted to increase customer adoption of innovative services offerings.</li></ul>