Product details

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Abstract

In April 2023, Tage Rita, the founder and chief executive officer of Lambu Subu Food and Beverages, contemplated the company's ambitious goal of achieving a revenue of INR100 million by 2025. There was a positive trend in demand for the company's popular kiwi wine, Naara Aaba, particularly in key markets. However, Rita had concerns regarding supply chain issues that had impeded fulfilling significant orders in 2022 due to the remote location of the production unit. In addition, the company's product portfolio solely had wines in the lower-price segments (INR250-INR700), and Rita was considering the launch of a new range of wines in the mid-price segment (INR1,090-INR1,990). The question looming was whether this was the right moment to introduce a higher-priced product. Additionally, she pondered the ideal target audience for these new wines and how their positioning should be differentiated from existing offerings. Furthermore, Rita sought to explore alternative growth strategies for the company.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.
Location:
Size:
Small
Other setting(s):
2022

About

Abstract

In April 2023, Tage Rita, the founder and chief executive officer of Lambu Subu Food and Beverages, contemplated the company's ambitious goal of achieving a revenue of INR100 million by 2025. There was a positive trend in demand for the company's popular kiwi wine, Naara Aaba, particularly in key markets. However, Rita had concerns regarding supply chain issues that had impeded fulfilling significant orders in 2022 due to the remote location of the production unit. In addition, the company's product portfolio solely had wines in the lower-price segments (INR250-INR700), and Rita was considering the launch of a new range of wines in the mid-price segment (INR1,090-INR1,990). The question looming was whether this was the right moment to introduce a higher-priced product. Additionally, she pondered the ideal target audience for these new wines and how their positioning should be differentiated from existing offerings. Furthermore, Rita sought to explore alternative growth strategies for the company.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Location:
Size:
Small
Other setting(s):
2022

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