Abstract:
Cookie Man, an Australian bakery chain, ventured into India in the year 2000 with the unique promise of providing “freshly baked premium cookies” on the spot. It opened with a manufacturing unit and its first outlet in Chennai, Tamil Nadu, buying raw materials and most of its packaging locally and using a local refrigerated trucking firm to distribute its goods. By 2015, it was operating 70 company-owned and franchised stores in newly-designed malls and high fashion streets in 25 cities across the country. Increasing competition, a move by competitors to Internet distribution and the changing tastes of consumers hit the financial health of the brand, and some drastic and quick strategic choices needed to be made. Should the company grow horizontally and open more stores in India and/or expand into neighbouring countries? Should it look at new channels of delivery or new offerings? What is the right path for survival and growth?
Keywords:
Retail, Marketing strategy, Marketing mix, Financial analysis, Cookie Man Exploring New Frontiers Case Solution
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