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imiAid: Challenges in Scaling Up Business Operations
Mokhalles Mehdi; Syed Yassir RizveeCase IVEY-9B16A056-EEntrepreneurship, Marketing, StrategyIn 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 pro...Starting at €8.20
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Pai’s Bakery: Reassigning Sales Territories
Jeevan Arakal; Pranav Venkatesh Pai; Sravya PolamrajuCase IVEY-W25442-ELeadership and People Management, MarketingPai’s Bakery was a 30-year-old family business based in Belagavi, in the southern Indian state of Karnataka. The owner was working on a sales territory realignment plan in response to complaints from the company’s sales team. Sales representatives claimedStarting at €8.20