Description
The founders of Strider Miles (Striders), a running club headquartered in Mumbai, India, faced a dilemma. Over 14 years, they had built a business based on their love for sport and their own entrepreneurial inclination. The growth of Striders was an outcome of both a growing interest in running for fitness as well as the promoters’ efforts. The founders had, thus far, made minimal investments in fixed assets and marketing and promotion. Going forward, however, they were not sure about how to grow the business nor the implications of their current business model.
Learning Objective
This case lends itself to foundation courses on entrepreneurship and business strategy in a postgraduate management program. The case also offers a learning opportunity for those opting for a niche course in sports management. Through studying the case and working through the assignment questions, students will be able to ·identify the workings of the 7Ps of a service organization—product, place, promotion, price, people, physical evidence, and process; and ·appreciate the differences between product and services companies with respect to quality and excellence, and examine and identify the issues involved in growing a services business and critically evaluate the expansion options available to services companies.