Case Name :      Ideas Kitchen’s Expansion Fix

Authors :           Jayanthi Ranjan, Sandeep Puri

Source :             Ivey Publishing

Case ID :            W14600

Discipline :        General Management

Case Length :    09 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Ideas Kitchen is a medium-sized kitchen maker that specializes in customizing the modular kitchen. As a result, it has built a loyal customer base. Business has been relatively good for Ideas Kitchen, and the company has been doing well financially. It has been capitalizing on the burgeoning growth of the modular kitchen market in India. However, several foreign players have begun entering the Indian market and almost all of them have been expanding at a rapid pace either through franchise models or by opening showrooms in a number of cities. The founder of Ideas Kitchen is in a dilemma about whether to stay a niche business or to take a bold step toward expanding product range and geographical reach.