您選擇的商品

Mawlyngot’s Tea Growers' Cooperative

Teidorlang Lyngdoh; Gopalakrishnan Narayanamurthy; Sridhar Guda;

商品編號:9B17A016
出版日期:2017/03/16
再版日期:2017/03/23
商品來源:Ivey
商品主題:Entrepreneurship; International Business; Marketing
商品類型:Case (Field)
涵蓋議題:social impact;cooperative
難易度:4 - Undergraduate/MBA
內容長度:9 頁
地域:India
產業:Agriculture; Forestry; Fishing and Hunting;
事件年度:2014

In 2003, Mawlyngot Tea Growers’ Cooperative Society (MTG), a village cooperative in Meghalaya, India, was spearheaded by a local teacher who wished to lift the village’s people up from poverty, transform their lives, and improve their economic condition. The cooperative started with just a few farmers from the village, but by the end of 2013, the village was growing tea on nearly 90 hectares of land, involving almost all 45 households of the village. Although MTG was a successful model of cooperation for income and social well-being, competition was increasing in the tea market as local players and big multinationals expanded their offerings in the region. In competing for market share, MTG did not want to compromise on its farming practices, which were 100 per cent sustainable and organic. MTG also wanted to build its brand. The cooperative needed to reposition and grow to expand its capacity, sales, and market presence, but the founder was uncertain how to proceed.

教學手冊:8B17A016;
補充材料: