Case Solution & Analysis for imiAid: Challenges in Scaling Up Business Operations by Mokhalles Mehdi, Syed Yassir Rizvee.
Complete Case details are given below :
Case Name : imiAid: Challenges in Scaling Up Business Operations
Authors : Mokhalles Mehdi, Syed Yassir Rizvee
Source : Ivey Publishing
Case ID : 9B16A056 / W16681
Discipline : Marketing
Case Length : 09 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In 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 product; however, imiAID wanted to develop a strategy that addressed its two goals of reducing production costs and increasing awareness about the imiAID Pocket First Aid Kit. Management had to decide how to best guide the company’s growth. Would imiAID be able to successfully operate in the emerging market of Northeast India in the long term?
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