In 2024, the founder of Cleardekho, a leading eyewear brand in India, was contemplating his next strategic move for growth. Cleardekho was started in 2017 by targeting customers in India’s Tier 2 and 3 cities. Since then, the company built up a large market presence with almost 200 stores in more than 90 cities by 2022. However, major competitors in the industry had announced their own ambitious expansion plans across India. With competition expected to become more intense, the founder had to develop a strong growth strategy for Cleardekho. He had to consider both business (e.g., revenue, profit) and social (e.g., addressing vision impairment in underserved markets) factors to choose the company’s best growth and expansion strategy.
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