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FlowerAura: Resolving The Growth Conundrum
內容大綱
FlowerAura.com (FA)-established in 2010 in Gurgaon, India-was an online-first gifting company. FA offered door-to-door delivery of flowers, cakes, and gift items, along with personalized messages, across two hundred cities in India. In early 2022, the co-founder and chief executive officer of FA needed to revitalize the FA brand to drive sales and margins. He debated whether to (a) adopt a more aggressive sales initiative, which would elicit strong competitive retaliation, or (b) build the FA brand, which could increase the gross margins without a competitive response. The bottom line was that he had to make the best decision for his company in the short and long term.