Madhumakhiwala was established in 2019 with the goal of producing raw honey products while fulfilling its social mission of involving the local community in honey production and sales to uplift their livelihoods. Over six years, Madhumakhiwala successfully expanded its customer base and apiary operations across various Indian states. However, the firm continued to face challenges in distribution and supply chain management. The venture had the capacity for significant growth, provided it could identify the most effective distribution strategy. To that end, the founder had identified four key go-to-market strategies—direct sales, retail sales, bulk sales, and gifting—but not all of them offered the potential to advance the firm’s social mission nor communicate it compellingly to consumers. He had to now determine which strategy would allow Madhumakhiwala to achieve a balance between profitability, future expansion, and commitment to its social mission.
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