imiAid: Challenges in Scaling Up Business Operations
(6 pages of text)
In August 2015, imiAID, an Indian start-up that provided portable first aid kits for emergencies, was struggling to reduce its production costs and increase awareness about its product. The company began operations in Guwahati, Assam, and subsequently expanded the business to other states in Northeast India. Key target segments for imiAID included educational institutions and health-care service providers. Customers were somewhat aware of the product; however, imiAID wanted to develop a strategy that addressed its two goals of reducing production costs and increasing awareness about the imiAID Pocket First Aid Kit. Management had to decide how to best guide the company’s growth. Would imiAID be able to successfully operate in the emerging market of Northeast India in the long term?
The case aims to provide students with an understanding of the challenges that businesses face when operating in an emerging market economy. It is ideal for courses on supply chain, sales and distribution, new product development, and market segmentation. This case is ideal for use in undergraduate and graduate studies. After using the case, students will be able to do the following:
- Understand the challenges of new product development in an emerging market.
- Comprehend strategies adopted in market segmentation and promotion.
- Learn about supply-chain opportunities and challenges in an emerging market.
- Understand the challenges that a start-up faces when operating in an emerging market.
Health Care Services
India, Small, 2012
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