Critterati: Redefining Pet Culture
商品編號：9B20M042
出版日期：2020/03/06
再版日期：2020/03/06
商品來源：Ivey
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：new venture;entrepreneur;business strategy;strategy execution
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：India
產業：Other Services;
事件年度：2019
Founded in 2016, Critterati was India’s first luxury hotel for pets, located in one of the most prominent residential and commercial areas of Gurgaon, India. The basic philosophy of the hotel was that pets provided unconditional love to their owners, so they deserved more than just basic care in return. The number of customers visiting Critterati over the previous three years had increased consistently from 500 in the first year to 1,200 in the second year and 2,600 in the third year. In a short time, the start-up had become a self-sustaining business. By early May 2019, the hotel’s top luxury Critterati Suite was already booked for most of June and the overall hotel was nearly fully booked for the next two months. The Critterati differentiator was an annual membership plan that had been carefully crafted to provide a package of services for one year at a cost effective flat rate. However, the number of customers who chose the membership plan was still low, at around 250, but 1,000 memberships were needed to break even. How would pet owners be convinced about the benefits of the plan? Partnering with other service providers would also increase brand awareness, but which partnerships were most important?
教學手冊：8B20M042;
補充材料：