個案資料
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Nykaa E-Retail Private Limited: Enduring COVID-19 and Preparing for the Future
內容大綱
Nykaa E-Retail Private Limited (Nykaa), an Indian e-commerce start-up catering to the beauty and personal care segment, was preparing for its IPO amid the uncertainty presented by the nationwide lockdown in India during the COVID-19 pandemic. Since only retailers selling essential goods were allowed to remain open during the strictest lockdown phase, Nykaa was not able to operate during the first three months of 2020. Nykaa had adopted an omnichannel retailing strategy and made good use of digital marketing activities to ensure customer satisfaction, but its existing business model appeared to be insufficient to overcome the pandemic-related hardships. Nykaa needed to decide on potential strategy changes and the timing of its stock market debut, knowing that by postponing the highly anticipated IPO, the company could be risking its reputation.
學習目標
This case is well suited for students pursuing postgraduate education in business-related subjects such as marketing, strategy, digital marketing, retailing, consumer behaviour, and entrepreneurship. It is helpful in teaching theoretical concepts related to the omnichannel model, the importance of channel integration, and consumer decision-making. After working through the case and assignment questions, students will be able to do the following:<ul><li>Gain a basic understanding of the omnichannel retailing model.</li><li>Formulate a set of metrics for determining the degree of channel integration required to provide a consistent experience throughout the customer’s buying journey.</li><li>Elaborate on the importance of certain models/frameworks—for example, SWOT analysis, PESTLE analysis, VRIO framework, situation analysis, scenario analysis, and Porter’s five forces model—for aiding the decision-making process of executives.</li></ul>