Guardian Lifecare: Customer Centricity as a Value Proposition
商品編號：9B17A028
出版日期：2017/05/18
再版日期：2017/05/18
商品來源：Ivey
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Field)
涵蓋議題：customer centricity;value proposition;pharmaceutical industry;e-commerce;organized retail
難易度：5 - MBA/Postgraduate
內容長度：12 頁
地域：India
產業：Retail Trade;
事件年度：2014
In December 2014, Guardian Lifecare Private Limited (Guardian), a pharmacy retail chain in India, was looking for ways to maintain its high growth in India’s emerging market. Riding a surge of growth in organized retailing, Guardian had become the second-largest player in the Indian pharmaceutical retail market within a decade of its launch. This market had been plagued by several structural weaknesses such as widespread sales of spurious and substandard drugs, customers’ lack of education, a poor overall customer experience, and low margins caused by the market’s highly fragmented nature. Placing customer centricity at the core of its value proposition, Guardian had addressed these weaknesses to build a successful retail chain. Now, as it prepared to open more stores as part of its consolidation phase, it needed to address several long-term growth challenges such as poor penetration in rural areas and competition from e-commerce and small local pharmacies.
教學手冊：8B17A028;
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