Emerald Trail: Feeling at Home on Vacation
(7 pages of text)
Sumith Dutta was the founder of Emerald Trail (ET), a resort near a well-known tourist destination in the Himalayas, which treated resort guests’ pets as no less important than their owners. Dutta’s passion for pets inspired him to offer this experience, which was different from what was offered at other resorts. The case details the decisions Dutta made in executing his strategy and invites students to consider how Dutta could have scaled up his business in 2017: Should he have invested in upgrades at the existing location or should he have opened a new resort in another location in India? If he opened in a new location, could he replicate his existing model? In either case, is he financially prepared for the growth?
The course can be used for graduate and postgraduate students in a strategic management course to accomplish the following:
• Recognize opportunities and the role of resources and entrepreneurial skills in successfully pursuing new ventures.
• Understand the strategic approach to launching a new venture.
• Appreciate how the strategies of cost leadership, differentiation, and focus are used by new ventures and businesses operating in a fragmented industry.
• Evaluate the effectiveness and execution of strategy-implementation decisions and their alignment with an effective strategy for competition.
Accommodation & Food Services
India, Small, 2017
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