LiqHub: Managing Contactless Delivery of Liquor in the Pandemic Age
(6 pages of text)
In May 2020, the chief executive officer (CEO) of the liquor delivery company LiqHub was happy with his company’s initial success. The company’s first steps in the Indian market had been propitious, and the founders were happy with the government’s validation of their business model. Now, they needed to determine how to replicate their success on a larger scale across India. The CEO needed to evaluate various growth options and make a decision about which operational strategy would most effectively grow the business during the COVID-19 pandemic and into the future. Should the company focus on diversification, product development, market penetration, or market development?
This case is suitable for use in graduate-level courses on strategic management, operations, and entrepreneurship. It provides participants with an opportunity to recognize and analyze the strategic decisions made by the leaders of a new company and enables future managers to consider strategic decision making and evaluation of the pros and cons of different alternatives in formulating a comprehensive blueprint for a company. Students understand strategy formulation, considering market potentialities and assessing the resources and capabilities of an organization, and understand the operational issues in a delivery model, selecting a strategy that provides the best chance of success for an organization. After working through the case and assignment questions, students will be able to do the following:
- Identify and describe the various elements of business operations.
- Formulate a coherent growth strategy.
- Recommend appropriate criteria, based on the objectives, for evaluating alternative growth strategies.
Accommodation & Food Services
India; United Kingdom; United States, Small, 2020
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