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TRAE Group: Sustainable Business in Challenging Times
內容大綱
In the sunny afternoon of October 5, 2023, in Edmonton, Alberta (Canada), the co-founders of TRAE Group contemplated the challenge of growing their business while maintaining a delicate balance between commercial activities and their social mission of addressing global food security. In view of the changes in the global markets due to COVID-19 and geo-political tensions, they needed to evaluate the potential impacts of inflation, supply chain disruptions, and other global events on their ability to generate income and continue their social initiatives. The dilemma was whether to reassess their business strategies, explore alternative suppliers, or diversify their product offerings.
學習目標
This case study is suitable for undergraduate and graduate courses in strategy, marketing, operations management, and related fields. It explores TRAE Group's growth, social impact, and challenges, by providing valuable insights into the strategic decisions and balancing of social and economic objectives by entrepreneurial firms. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the decisions entrepreneurial firms face when trying to grow their businesses while balancing social and economic objectives.</li><li>Conduct a SWOT analysis. </li><li>Conduct a PESTEL analysis to understand the key opportunities and challenges in the global environment.</li><li>Explain the different strategies businesses must manage seemingly contradictory objectives especially in times of global uncertainty.</li></ul>