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Fresherry: A Market Selection Dilemma
Nikhita Tuli; Harish KumarCase IVEY-W32664-EEntrepreneurship, MarketingVikrant Kadian founded Cherrygrocer Pvt. Ltd. (Fresherry), an online app and delivery service for fruits and vegetables, in February 2021 in Gurgaon, India, and was joined in the venture by three friends. In January 2023, Kadian was still the majority shareholder. The venture promised its customers better prices, convenience, an alternative to physical inspection of the produce, and traceability. However, the company had no defined target market ...Starting at €8.20
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The Indian Premier League: Gauging Player Performance
Soumya Roy; Soumyadeep Kundu; Dipayan RoyExercise IVEY-W25528-EDecision Analysis, MarketingIn May 2019, a senior analyst and blogger for a market research firm decided to analyze the performance and pay of various top-rated cricket players in the Indian Premier League. Teams usually spent millions of dollars acquiring players through auctions, and on coaches and other key personnel, as well as promotional campaigns. The analyst had started following the player auctions, where bids on some players had run into millions of US dollars. He...Starting at €8.20
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Rock Pharmacy: Rocked?
Harish KumarCase IVEY-W25507-EMarketing, StrategyDriven by a passion to develop his own brand, Sandeep Yadav started Rock Pharmacy in 2014 in a rented area of 700 square feet and with seed capital of US$6,665. His primary customers were patients who required medication regularly for conditions including cardiovascular diseases, diabetes, and kidney issues, and people who worked for companies in the local area. The venture dealt mainly in patented medication. However, over 2018-2020, there had b...Starting at €8.20