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My Kind of Cakes: An Expansion Dilemma

Shalini Kalia; Sandeep Puri

My Kind of Cakes: An  Expansion Dilemma

CASE

IVEY-9B17A024-E

ENTREPRENEURSHIP , MARKETING

ENGLISH

Description:

My Kind of Cakes (MKOC), a cake boutique in Ghaziabad, India, had carved a niche for itself with its unique bakery products, quality food, and excellent service, all offered at a reasonable price. Within five years of opening, the business had flourished, growing in worth from ?7.2 million in 2012 to ?19.5 million in 2016. In January 2017, the owner of the cake shop pondered his strategies for achieving his target revenue of ?50 million by 2020. He wondered if he should expand geographically and open franchises in nearby towns or if he should increase his product range. Should he build a digital platform to increase awareness of his brand or launch a loyalty program to strengthen MKOC's customer relationships? If so, how should he build such a program? Since he had also been asked to photograph special occasions such as baby showers, he wondered whether he should add theme photography to MKOC's offerings.

Year of the event

2017

Number of pages

9

Geographical area

India

Publication date

28 Apr 2017

Date of review

28 Apr 2017

Availability: In stock

€6.75
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