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Sharmaji’s Canteen: Competing with Online Food Delivery Services
內容大綱
Sharmaji’s Canteen was the only cafeteria on the campus of a prominent management institute in Gurgaon, India. The business had been operating since 1990 and its success depended on a captive residential population of primarily students and staff. The lockdowns imposed by the Government of India in March 2020 to control the spread of the COVID-19 virus led to the closure of the academic programs. During the pandemic, students had become accustomed to more choices offered by online food delivery that they felt Sharmaji’s Canteen did not match. The business was losing sales and profitability was eroding. The owner needed to decide between three different revival strategies based on the data collected.
學習目標
This case can be taught in an introductory marketing management course at the postgraduate level. The case context is relatable, and the problem of facing competition in a changing market is contemporary, which makes the case relevant. It discusses the marketing landscape and business environment and generates consumer insights from qualitative data. The case focuses on the need to be market centric by simultaneously meeting consumer needs and overcoming the competitive challenge. Students can use quantitative and qualitative data to arrive at different solutions to create customer value to drive business growth. This case deals with a small brick-and-mortar business competing against OFD applications. It highlights an uneven competition that is faced by many small businesses across the globe. Additionally, the case includes quantitative data for discussion and analysis. After completion of the case and assignment questions, students will be able to achieve the following objectives:<ul><li>Discuss how value is created for customers and appropriated by marketers.</li><li>Conduct a financial analysis of alternate niche product marketing strategies.</li><li>Understand management decision-making under the condition of an uncertain business environment.</li></ul>