My Kind of Cakes: An Expansion Dilemma
商品編號：9B17A024
出版日期：2017/04/28
再版日期：2017/04/28
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：services marketing;customer relationship management;loyalty programs;customer loyalty
難易度：5 - MBA/Postgraduate
內容長度：9 頁
地域：India
產業：Accommodation & Food Services;
事件年度：2017
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.
教學手冊：8B17A024;
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