Meuwly’s: Scaling Sustainability in a Start-Up
商品編號：W24976
出版日期：2021/10/04
再版日期：
商品來源：Ivey
商品主題：Strategy; Sustainability
商品類型：Case (Field)
涵蓋議題：branding;triple bottom line;start up;entrepreneurship;supply chain
難易度：4 - Undergraduate/MBA
內容長度：10 頁
地域：Canada
產業：Accommodation & Food Services
事件年度：2019
In 2016, Peter Keith and his cofounders started Meuwly’s Ltd. (Meuwly's) as a subscription food-box service, and in 2018, they established a physical presence in one of the liveliest locations in downtown Edmonton, Alberta. The expansion diversified the company’s revenue streams, including retail, wholesale, special events, and subscription sales. The company strove to be sustainable, but faced a number of challenges. First, customers valued the sustainable, “eat-local” ethos of Meuwly’s locally sourced products but not its single-use product packaging, which failed to reflect the company's sustainability goals; Meuwly’s experimented with alternatives, but these compromised the product quality customers expected. Second, the company’s commitment to paying employees above minimum wage affected its profit margins and financial resources and constrained its availability to pursue sustainability initiatives. Third, misleading industry marketing pervaded the delicatessen market, compromising growth and pricing strategies. Finally, the local delicatessen market was saturated and very competitive. In November 2019, Keith faced important questions regarding the future direction of the company’s sustainability strategy: how could he design an appropriate stage-two sustainability strategy for Meuwly’s while retaining the company’s loyal customer base?
教學手冊：W24977
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