Ivey Publishing
imiAid: Challenges in Scaling Up Business Operations
Product Number:
9B16A056
Publication Date:
10/24/2016
Revised Date:
10/24/2016
Length:
9 pages (6 pages of text)
Product Type:
Case (Field)
Source:
Ivey
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?
Learning Objective:
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.
Issues:
Disciplines:
Marketing,  International,  Entrepreneurship
Industries:
Health Care Services
Setting:
India, Small, 2012
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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