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
Canfem: Online Channel Selection
內容大綱
In August 2023, Akriti Gupta, the founder of Canfem, a for-profit social enterprise based in India, faced a critical decision regarding the future direction of her business. Established in 2020, Canfem specialized in providing high-quality products and services for cancer patients and survivors, including mastectomy bras, breast prostheses, hair wigs, and emotional healing therapies. Despite the initial limitations of COVID-19 restrictions, Gupta successfully introduced a direct-to-consumer (D2C) model, leveraging personalized video consultations to build customer trust and loyalty, primarily among women. This approach allowed Canfem to gather valuable customer data, enabling repeat and cross-selling opportunities. With pandemic restrictions lifting, Gupta contemplated whether to continue with the D2C model or to expand Canfem's reach through large e-commerce platforms and online pharmacies. Each expansion option presented unique opportunities and challenges that could shape the company’s growth. Understanding the importance of making the right choice, Gupta sought to assess which path would not only foster Canfem’s growth but also maintain the personalized, high-quality service that had been central to the brand’s success and mission.
學習目標
This case is well-suited for an introductory marketing course, particularly in the context of social enterprise. It is also ideal for undergraduate and postgraduate dealing with product adoption, social entrepreneurship, sales management, and marketing channels.<br><br>The case focuses on a key decision point: the selection of a distribution channel for a for-profit social enterprise. After working through the case and assignment questions, students will be able to do the following:<br><br><ul><li>Understand the motivations of a for-profit social enterprise.</li><li>Understand the issues in selling and marketing a niche, personal and intimate product.</li><li>Systematically draw up elements of channel strategy from sales goals, which are, in turn, based on organizational goals.</li><li>Develop a go-to-market strategy for products offered by a social enterprise.</li></ul>