Research by: Parijat Upadhyay, Sandeep Puri, Sanjeev Ningombam, & Prabin Kumar Panigrahi
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 ₹100 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 (₹250–₹700), and Rita was considering the launch of a new range of wines in the mid-price segment (₹1,090–₹1,990). 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.
Learning objectives
This case is intended for use in graduate-level courses in entrepreneurship and marketing, emphasizing marketing or inclusive business strategies within a segment dedicated to analyzing business opportunities. It specifically addresses the challenges and intricacies of conducting business in emerging markets and has a special focus on social enterprises. The case necessitates students to think critically about the various options accessible to a social entrepreneur in addressing scalability issues. After working through the case and assignment questions, students will be able to do the following:
- Understand the concept of social entrepreneurship.
- Analyze the traits of a social entrepreneur.
- Overcome the challenges of doing business in the remote areas of the northeastern region of India.
- Develop segmentation, targeting, and positioning for new product launches.
- Analyze different growth strategies for social entrepreneurship.
To cite this case: Upadhyay, P., Puri, S., Ningombam, S., & Panigrahi, P. K. (2024). Naara Aaba: Expansion Dilemma of a Social Entrepreneurship. Ivey ID: W33578. London, Canada: Ivey Publishing.
To access this case: https://www.iveypublishing.ca/s/product/naara-aaba-expansion-dilemma-of-a-social-entrepreneurship/01tOF000002XXs5YAG
