學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Hyperlocal or International: Aomi’s Bottleneck and Breakthrough
內容大綱
<p align="justify">Acen Haitao Jiang, founder and chief executive officer of Aomi, faced a dilemma. Founded in 2016, Aomi was an online food delivery platform in Macao with a local market share of over 90 per cent. Nevertheless, Macao was a small market with a population of about 680,000 and an area of 32.9 square kilometres, which was becoming a bottleneck for Aomi’s growth. Jiang was considering a Y-strategy, composed of three business development strands: food delivery (i.e., maintaining the core business); business diversification (e.g., livestream commerce and online supermarket services); and international expansion to new, larger markets (e.g., Hong Kong). With limited resources and potential risks, however, Jiang was struggling to choose between diversification and market expansion. June 1, 2022, would mark Aomi’s sixth anniversary and Jiang had to decide on a growth strategy before then.
學習目標
The case is suitable for senior undergraduate, postgraduate, or executive students and can be used in courses covering digital marketing, strategic marketing, and business management. The case provides detailed information about an online food delivery platform in a small market and the dilemma on the right growth strategy. After working through the case and assignment questions, students will be able to<br><br><ul><li>understand the contemporary hyperlocal business model and marketing, including online food delivery apps, hyperlocal delivery platforms, livestream commerce, and online-to-offline (O2O) retailing;</li><li>review a business portfolio and identify potential options for business growth around product and market expansion;</li><li>analyze the internal and external factors of an online food delivery platform and evaluate the feasibility of alternative strategic initiatives; and</li><li>conduct strategic decision-making and planning.</li></ul>