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最新個案
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Layla's Delicacies: Scaling Up a Small Business with Insights from Marketing Research
內容大綱
From modest beginnings in 2018, selling to a few enthusiasts from her apartment, Madame Berrima quickly built Layla's Delicacies, an exotic Tunisian pastries company, into a thriving mail order business. Her sweets were handmade, customers posted rave reviews, and the New York Times attested to the product line's authenticity. The company invested heavily in product design, packaging, and branding and rode a wave of popularity of artisanal foods, which were enjoying brisk growth in the US. But by 2020, Layla's had fallen short of its goals.