Abstract

This case on CavinKare describes the incredible vision the organization set itself. This case is set at a time, when the company had achieved significant progress towards its incredible vision, but needed a quantum jump in performance to sustain its growth. The case describes the FMCG industry and the firm’s capabilities, and evolves strategic challenges facing the company, including sustaining high-growth, expanding the product focus to men’s range of products, and investment in the services business.

Learning Objective

1. To demonstrate how a firm’s capabilities contribute to building and sustaining competitive advantages (VRIN framework).
2. To highlight how a firm chooses, acquires, and sustains relevant capabilities, once the choice of its customer segment and source of competitive advantage are determined.
3. To highlight how the firm adds value with its capabilities as well as appropriates the value (tetra-threat framework).