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At a Crossroads: Strategic Choices at Sustainable Supermarket GreenPrice
內容大綱
At the height of the COVID-19 crisis, Terence Hon, cofounder of Hong Kong's first sustainable supermarket, GreenPrice, had the option of selling pandemic necessities that were in high demand in addition to his core business of selling short-dated products. Having founded the venture several years ago with teammates Allison Chan, Ben So, and Cherissa Hung when they were still university students, Terence and his cofounders pondered whether they should accept an offer that was tempting for its high margins, even as they needed to determine whether it contributed to their business objectives and their social mission as the first supermarket chain in Hong Kong that sold short-dated products that otherwise ended up in landfills. In addition, while GreenPrice had faced the challenge of high rents in the expensive, real estate-driven city, the ongoing health crisis caused vacancies in shopping malls to go up, resulting in a significant decrease in shop rental fees. Terence and his cofounders needed to make strategic choices on whether to enter the market for pandemic products while determining the optimal locations for expanding their retail network and the customer segments that they should target.