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Shiva Tourist Dhaba: Managing Customer Loyalty
Madhurima Deb; Gautam SinhaCase IVEY-9B17A006-EEntrepreneurship, Marketing, StrategyIn 2014, the owner of Shiva Tourist Dhaba, a highway restaurant specializing in authentic Indian cuisine, faced a pressing decision. The business had been successful since opening in 1995, but it now faced intense competition. The owner was working with a marketing research team in pursuit of two objectives: to gain insight into customer loyalty and to decide on his restaurant’s positioning strategy. After conducting a survey of restaurant custom...Starting at €8.20
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Harley’s Corner: Positioning Dilemma in the Pet Food Market
Madhurima DebCase IVEY-9B17A033-ECorporate Governance, Entrepreneurship, MarketingIn January 2016, the chief executive officer of Harley’s Corner, an India-based online retailer of gourmet dog food, faced a decision dilemma. He needed to decide on the most suitable positioning strategy for the business, which competed against several well-known brands, including other fresh, gourmet, home-cooked food for pets. Harley’s Corner needed to convey a proposition that ran deeper than simply representing an “all-natural, home-cooked” ...Starting at €8.20