Case Solution & Analysis for Biba: Stitching Plans for Growth by Ritu Mehta, Prateeth Nayeeni.
Complete Case details are given below :
Case Name : Biba: Stitching Plans for Growth
Authors : Ritu Mehta, Prateeth Nayeeni
Source : Ivey Publishing
Case ID : 9B16A037 / W16531
Discipline : Marketing
Case Length : 10 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
After solidifying its brand as a national leader in the ready-made, ethnic wear market in India, Biba Apparels Pvt. Ltd. (Biba) was at a crossroads when it came to determining future growth strategies. By 2014, Biba had 150 exclusive brand outlets and 225 multi-brand outlets all over India as well as an online presence. Faced with fierce competition from trendy western retailers and local competitors creating chic Indo-Western fusion clothing, Biba recognized that its customers’ preferences were changing. In order to retain its leadership status, Biba had to decide how to grow its brand. What was the best way to compete against western retailers attracting the country’s teen and young women’s market? What marketing strategies could Biba adopt? Was Biba doing enough to remain relevant in the fast-changing women’s clothing market?
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