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Compact case
Case
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Reference no. 309-382-1
Authors: Sushama Marathe
Published by: IBS Case Development Center
Published in: 2009
Length: 5 pages
Data source: Generalised experience

Abstract

This case revolves around a young entrepreneur, Maria Fernandez, who had taken a franchise for a retail ice cream chain 'Melting Delicacies'. The popularity of this chain of outlets had grown tremendously over the past year because of its varieties of flavoured ice creams at a reasonable price. However, there was an increase in competition as many new chains entered the market. At this point, Maria felt that knowing answers to certain ground realities on trends, patterns, associations of the product and consumers was essential for the right decisions on inventory planning, etc.
Other setting(s):
2009

About

Abstract

This case revolves around a young entrepreneur, Maria Fernandez, who had taken a franchise for a retail ice cream chain 'Melting Delicacies'. The popularity of this chain of outlets had grown tremendously over the past year because of its varieties of flavoured ice creams at a reasonable price. However, there was an increase in competition as many new chains entered the market. At this point, Maria felt that knowing answers to certain ground realities on trends, patterns, associations of the product and consumers was essential for the right decisions on inventory planning, etc.

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Other setting(s):
2009

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