個案資料

Café Greenr launched in 2015 with a vision of blending sustainability and community living. Starting as a rooftop café in Shapur Jat, South Delhi, it quickly pioneered plant-based dining in India, creating a unique market niche. The café's success stemmed from strategic first-mover positioning and offering a variety of plant-based proteins. Emphasizing environmental, social, and personal sustainability, it provided a space for conscious living. Despite challenges in traditional cuisine markets, Greenr positioned itself through community engagement, collaborations, and events. The case explores its strategic decisions for potential franchise expansion, aiming to lead conscious dining in India.

The case is suitable for undergraduate and graduate students in marketing management, strategic marketing, and business strategy courses. It is particularly useful for exploring and understanding theories related to the blue ocean strategy. After working through the case and assignment questions, students will be able to do the following: <ul><li>Understand the concept of value innovation and its role in creating uncontested market spaces.</li><li>Identify untapped market opportunities and strategic choices a business firm can take advantage of to redefine industry norms.</li><li>Explore new market spaces through different approaches, including across industries, strategic groups, and buyer groups.</li><li>Recognize and categorize the appropriate target audience to broaden market outreach and establish brand positioning.</li><li>Evaluate how well the product portfolio caters to various market segments and enhances consumer satisfaction.</li><li>Proficiently identify, assess, and apply blue ocean strategy principles in practical business contexts.<li></ul>

• plant-based diet, vegan, blue ocean