Gemini Edibles and Fats India: In Pursuit of Growth
商品編號：9B18M006
出版日期：2018/01/26
再版日期：2018/01/26
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; International Business; Marketing; Organizational Behaviour/Leadership
商品類型：Case (Field)
涵蓋議題：growth strategy;marketing communication;organizational culture;internal communication strategy
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：India
產業：Accommodation & Food Services;
事件年度：2017
In 2017, Gemini Edibles and Fats India Private Limited (GEF India), a Hyderabad-based company, was in the business of trading, manufacturing, and marketing edible oils and fats. In the eight years since it was founded, GEF India had become the top-selling edible oil company across South India with a 40 per cent market share. The company wanted to double its current revenues by 2021, which would place it in competition with national producers. Consumption of edible oil in India was increasing, and domestic production was not meeting demand. GEF India wanted to capitalize on the opportunity, but the revenue targets indicated no ordinary increase. What should its growth strategy be? Was there a need to revisit its marketing communication strategy in order to strengthen its brand amid increasing competition? From an organizational perspective, did the growth challenge require a shift in the company’s culture or internal communication strategy?
教學手冊：8B18M006;
補充材料：