Case Solution & Analysis for SGVS: Marketing and Strategy in a Small B2B Enterprise by Maitrayee Mukerji, Manab Chakraborty.
Complete Case details are given below :
Case Name : SGVS: Marketing and Strategy in a Small B2B Enterprise
Authors : Maitrayee Mukerji, Manab Chakraborty
Source : Ivey Publishing
Case ID : 9B16A048 / W16618
Discipline : Marketing
Case Length : 10 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In February 2016, a young intern was waiting to speak with the founder and chief executive officer of Surbhi Gramodyog Vikas Sansthan (SGVS), a producer and supplier of hand-made herbal cosmetic products. The founder was speaking on the phone with a potential reseller and turning down a new order due to the company being at full capacity. It was the third such request that he had declined in the past week. The young intern was puzzled. SGVS was located in Kashipur, a small town in the state of Uttarakhand in India. With a minimal Internet presence and marketing efforts, it had gained loyal customers in India and across the world, from the United States to Australia. However, SGVS was not willing to increase production capacity and expand the business, thereby forgoing a potential increase in profits. Was the company’s reluctance to scale up the business sustainable over the long run?
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