Hyperlocal or International: Aomi’s Bottleneck and Breakthrough
商品編號：W33279
出版日期：2023/08/11
再版日期：
商品來源：
商品主題：General Management/Strategy; Marketing
商品類型：Case (Field)
涵蓋議題：digital marketing;digital media;COVID-19;retailing;marketing communication
難易度：4 - Undergraduate/MBA
內容長度：15 頁
地域：Macau
產業：Accommodation & Food Services
事件年度：2022
Acen Haitao Jiang, founder and chief executive officer of Aomi, faced a dilemma. Founded in 2016, Aomi was an online food delivery platform in Macao with a local market share of over 90 per cent. Nevertheless, Macao was a small market with a population of about 680,000 and an area of 32.9 square kilometres, which was becoming a bottleneck for Aomi’s growth. Jiang was considering a Y-strategy, composed of three business development strands: food delivery (i.e., maintaining the core business); business diversification (e.g., livestream commerce and online supermarket services); and international expansion to new, larger markets (e.g., Hong Kong). With limited resources and potential risks, however, Jiang was struggling to choose between diversification and market expansion. June 1, 2022, would mark Aomi’s sixth anniversary and Jiang had to decide on a growth strategy before then.
教學手冊：Hyperlocal or International: Aomi’s Bottleneck and Breakthrough - Teaching Note
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