AIMA ICRC Present Workshop on Case Teaching & Writing (Hybrid Mode) | 08-10 December 2022       
Case Study

IS GOING DIGITAL A MESS OR MESSAGE?: A CASE STUDY OF HOW A START-UP IMPLEMENTED DIGITAL MARKETING STRATEGIES TO GROW

Dr. Vinod Malkar, Dr. Prakash Singh & Dr. Lokesh Arora
Cake-shop business, Covid-19, Digital Marketing, Lockdown, Marketing strategies, Start-ups Challenges, Traditional Marketing, Women Entrepreneurship, Entrepreneurship Development Start-ups and New Venture Management, Strategic Marketing, Product portfolio, Influencer marketing, Social media marketing

Abstract:    The case is about a homemaker, Shreya, who took an initiative to start her own start-up of cakes-shop business at the time of Coronavirus Disease 2019 (COVID-19)pandemic nationwide lockdown announced by the Government of India. As production was stopped and there was acomplete lockdown across the country, Shreya did not get a birthday cake in her Kopargaon city to celebrate the birthday of her husband and finally she baked the cake at home. Her effort was appreciated by everyone in her family as well as in known networks andthis made her to analyze the existing business opportunity in home-made cake business and decided for her debut as a woman entrepreneur. Her decision to bake the cake was going to change her fate as Shreya had started her new venture as Shreya Cake Corner in Kopargaon city and soon started getting orders from her known networks. The case highlights the journey of a start-up during the lockdown period in a small town of Maharashtra in India explaining the challenges faced by the founder, Shreya, during the course of initiating her business operations like understanding the needs of customers, creating business awareness, implementation of suitable digital marketing tools, and designing appropriate marketing strategies for survival and growth of the business.During her entrepreneurial journey, Shreya had adopted various digital marketing and traditional marketingtools, still she was not able to achieve the desired outcomes in her business and was clueless on her next move.

Learning Objectives
1. To make students understand suitable traditional and digital marketing strategies for start-ups
2. To analyze challenges faced by start-ups during the starting phase and how to overcome it
3. To develop entrepreneurial traits among students by offering them a real-world business challenges.

  • Pub Date:
    01 Oct 2021
  • Source:
    1st Case Competition 2021
  • Discipline:
    Digital Marketing
  • Product#:
    1662
  • Keywords:
    Cake-shop business, Covid-19, Digital Marketing, Lockdown, Marketing strategies, Start-ups Challenges, Traditional Marketing, Women Entrepreneurship, Entrepreneurship Development Start-ups and New Venture Management, Strategic Marketing, Product portfolio, Influencer marketing, Social media marketing
  • Length:
    Pdf : 15 page(s) ,

Related Items

x