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Yardstick: In Search of Segment and Strategy in The Education Industry
內容大綱
In May 2021, the founder of Yardstick Educational Initiatives Private Limited, a provider of experiential learning programs in India and the United Arab Emirates, was facing various business challenges. The company was started in India in 2008 but had been increasingly focused on the more profitable Middle East market since 2012. Attempting to stay current with technology advancements in educational products, it made considerable investments to develop new products and enhance its flagship learning product, the Yardstick Experiential Learning Program. However, the outbreak of the COVID-19 pandemic in March 2020 caused a major setback for the company. Cash flow issues and reduced working capital were forcing the founder to decide which client segment to continue serving and which products to support. With only three months left in the peak sales season before the next academic year, the founder had to make important decisions.
學習目標
This case is suitable for courses on marketing management, product and brand management, business-to-business marketing, and strategic marketing at the undergraduate and graduate levels. It is also suitable for teaching strategies to be adopted by entrepreneurs, especially during a pandemic. The case can also be used for evaluation at the end of the course by to help depict student understanding of various topics. After working through the case and assignment questions, students will be able to<ul><li>identify the most appropriate customer segments in a business-to-business market using various parameters;</li><li>calculate the sales and profit potential of a business;</li><li>estimate the risks and suitability of a product for each consumer segment;</li><li>evaluate the suitability to hold or launch a new product;</li><li>understand the challenges faced by an entrepreneur and evaluate the different strategies to manage a product portfolio; and</li><li>appraise business revival strategies during a pandemic.</li></ul>