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Help Us Green: Challenges in Scaling an Upcycled Flowers Business
內容大綱
Help Us Green LLC (HUG), based in Kanpur, India, manufactured incense sticks from floral waste discarded from religious places like temples. Throughout its early stages as it attempted to establish a niche in the domestic market, amidst the challenges of scaling in a price-sensitive environment with limited awareness of sustainable practices, HUG had remained steadfast in its focus on the domestic market. The co-founder was now considering whether to prioritize scaling operations in the domestic market or focusing on export markets where the customer had greater purchasing power and awareness about sustainable products. In the international market, the company would have to analyze the competition and embark on an internationalization strategy to enter hand-picked international markets. With India among the top exporters of incense sticks in the international market, HUG would have to carve out a niche for its environment-friendly products through careful labelling, branding, and certification. It had to evaluate an internationalization strategy and consider the trade-offs between profitability and sustainability.
學習目標
This case can be positioned in the final year of an undergraduate business program or the first year of a postgraduate business program, particularly in courses related to marketing strategy, international marketing, or international business. This case enables students to explore key concepts such as sustainability, triple bottom line, and export benefits from a marketing perspective, emphasizing how businesses can align sustainable practices with global market strategies to achieve competitive advantage. Working through the case will give students the opportunity to do the following: <ul><li>Understand the concept and application of the triple bottom line and how a business can integrate this into its business operation.</li><li>Understand the role of different marketing channels in marketing a sustainable premium product.</li><li>Understand and explore various approaches to effectively enter and grow in international markets while balancing domestic growth along with it.</li></ul>