Teamoure Iced Tea: The Expansion Conundrum
商品編號：W49005
出版日期：2026/04/09
再版日期：
商品來源：
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：Startup Growth Strategy;Brand Positioning;Geographic Expansion;Product-Market Fit;Capability Gaps and Scaling
難易度：3 - Undergraduate
內容長度：9 頁
地域：India
產業：Retail Trade
事件年度：2025
In November 2025, Teamoure, a clean-label ready-to-drink iced tea brand with two validated flavours, owned by Gryffindor Organic Beverages Private Limited, stood at a crossroads. The company aimed to scale towards an INR 1 billion revenue target by 2028. However, growth was constrained by limited manufacturing flexibility, high logistics costs, restricted distribution reach, and a narrow product portfolio. Rising demand for healthier beverages and interest from multiple cities presented strong opportunities, yet expanding flavours or geography would require significant investments in operations, salesforce capability, procurement, and marketing. The case challenges students to weigh market dynamics, capability gaps, and financial trade-offs to choose a sustainable growth path.
教學手冊：Teamoure Iced Tea: The Expansion Conundrum - Teaching Note
補充材料：