Search results

1 – 5 of 5
Book part
Publication date: 23 July 2019

Meenakshi Tomar and Priya Grover

Catering business is one of the most prominent and sought-after business investment in Dehradun, given the number of people who have a busy lifestyle. This fact gets more…

Abstract

Catering business is one of the most prominent and sought-after business investment in Dehradun, given the number of people who have a busy lifestyle. This fact gets more influential as Shugan Group is a catering company that serves the Dehradun market, a valley in the foothills of Shivalik Mountain Range in the state of Uttarakhand. Dehradun enjoys the benefit of being the Capital of Uttarakhand. The catering companies offer a lot of employment while promising delicious food to the stakeholders. Many individuals rely on this sector through food trucks, small shops or through full-fledged catering service providing companies. The group offers innovative and interesting food options for Doonites through their catering services including a lot of regional food options. Traditionally, the catering services in the town comprises handful options to deliver in the form of just food items. The catering services now involve a lot of service elements also including serving of the dishes, ambience and all inclusive of personnel factors. Many individuals assume that mess food is everyday kind of boring food. This assumption definitely holds true throughout the student community who are the major benefactors of the catering services as Dehradun is an education hub in the country. The new food offerings therefore face a lot of change as some of the ingredients definitely are the everyday incorporated ones. In the past couple of years, the catering services concept had gained acceptance for investment because of rise in demand for variety to be provisioned in the offerings as students hold diverse demographical differences. A lot of significance has been given to the likeness of various food options. Shugan Group wishes to inject a new life into the student catering market, leveraging the culinary skills of their handpicked chefs to develop creative new catering options. The advanced skills of chefs, industry insight of the group and an already existing market opportunity will allow the group to showcase its potential. Shugan Group is a start-up company. Marketing is critical to its success and future profitability. It offers creative gourmet for mess catering for a wide range of events and everyday eating options. The basic market need is high quality and creative food options. Having worked in the industry for the past few years and witnessing the dynamic environment including rise in disposable incomes, rise in consumer awareness, consumer’s keenness to eat new delicacies every day and desire to purchase quality food, the group has invested a lot in understanding what the consumers want. The performance of the group has been moderately incremental. After holding qualitative wisdom on the requirements of the market, Shugan Group is currently in the speculative stage in terms of being a caterer. The group wishes to reasonably understand the option that it should consciously adopt in terms of being modest about thinking only of financial benefit, with reasonable expansion every year only for the sake of being financially viable or build a strong brand and start getting people to increase word of mouth thereby bringing organic growth.

Details

Start-up Marketing Strategies in India
Type: Book
ISBN: 978-1-78756-755-9

Keywords

Content available
Book part
Publication date: 23 July 2019

Abstract

Details

Start-up Marketing Strategies in India
Type: Book
ISBN: 978-1-78756-755-9

Article
Publication date: 15 October 2019

Keshab Ray and Meenakshi Sharma

There is a lacuna in research work in terms of understanding how Indian IT organizations can become global brands. Benchmarking has not received much attention in…

Abstract

Purpose

There is a lacuna in research work in terms of understanding how Indian IT organizations can become global brands. Benchmarking has not received much attention in marketing literature due to lack of benchmarking framework, and IT organizations are yet to make progress in benchmarking. The purpose of this paper is to examine the impact of brand strength on global branding by developing a conceptual benchmarking framework for Indian IT organizations.

Design/methodology/approach

Semi-structured in-depth interviews are conducted with thirty middle-level managers from two Indian IT organizations, two US-based global IT organizations and one UK-based leading bank, which is a customer of these IT organizations.

Findings

Results show a positive relationship between brand strength and global branding, between customer loyalty and global branding, between brand loyalty and competitive advantage and between global branding and competitive advantage. Indian IT organizations can benchmark global IT organizations to improve delivering brand promise, positioning, awareness building and authenticity toward making Indian IT organizations future ready to address the entire breadth of opportunities in the evolving world of cloud and digital.

Practical implications

This research helps managers with a brand strength-based benchmarking framework toward global branding of Indian IT organizations.

Social implications

IT is instrumental for rapid growth of Indian’s economy. India should optimally utilize its greatest wealth, its human potential, with the latent global demand in IT through building global IT brands.

Originality/value

The originality of the study lies in conducting a qualitative study on global branding of Indian IT organizations and also proposing a conceptual benchmarking framework. The study further validates the model using qualitative analysis.

Details

Benchmarking: An International Journal, vol. 27 no. 2
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 3 August 2021

Amarnath Tripathi, Nisha Bharti, Sucheta Sardar and Sushant Malik

This paper examines the impact of the Covid-19 induced lockdown on selected vegetables to confirm if the vegetable supply chain was disrupted during that period. It…

Abstract

Purpose

This paper examines the impact of the Covid-19 induced lockdown on selected vegetables to confirm if the vegetable supply chain was disrupted during that period. It attempts to see if direct marketing via FPOs/FPCs helped Indian farmers to cope with adverse situations aroused in vegetable marketing.

Design/methodology/approach

This study opted for mixed methods research. First, a granular data set comprising daily observation on wholesale price and the market arrival of vegetables were analysed. Descriptive statistics and Kalmogorov-Smirnov test were used to understand the severity of disruptions in the vegetable supply chain in India during the lockdown. Then, qualitative information from different stakeholders engaged in the vegetable marketing was collected through a phone survey and assessed using content analysis to comprehend how FPOs have helped farmer’s during this crisis.

Findings

This paper confirms disruptions in the vegetable supply chain. Quantities of chosen vegetables arriving in the mandis were significantly lower than in the previous year for all phases of lockdown. Consequently, prices were much higher than in 2019–2020 for both the lockdown and subsequent phases unlock. Results further suggest that those farmers who are already in networks of FPOs/FPCs are able to get benefited. It was also observed that direct marketing through institutional supports is being more explored in the regions where FPOs/FPCs already exist.

Research limitations/implications

Since it is an exploratory study involving a small sample, the research results may lack generalisability.

Originality/value

This study provides scope for direct marketing through FPOs/FPCs in improving the food supply chain.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2044-0839

Keywords

Article
Publication date: 25 January 2022

Nusrat Akber and Kirtti Ranjan Paltasingh

This study examines whether the law of one price (LOP) or price convergence holds during the COVID-19 pandemic for essential food items in India.

Abstract

Purpose

This study examines whether the law of one price (LOP) or price convergence holds during the COVID-19 pandemic for essential food items in India.

Design/methodology/approach

The authors use the daily retail price data of 22 essential food items from 103 Indian markets for two years (2019 as pre-COVID and 2020 as COVID period). Pesaran's (2007) second-generation panel unit-root test has been used to examine the price convergence of essential food commodities across various markets of different zones in the pre-COVID and COVID periods.

Findings

The authors find a tendency toward the convergence of prices across the spatially segregated markets for essential products. But, during the COVID period, there is a weak or no convergence of prices for essential food items. Hence, the LOP does not hold during the pandemic, indicating massive price deviations for food items across Indian markets. This has severe implications for food security as enormous price increases in some markets have been evidenced during the pandemic.

Research limitations/implications

The study calls for immediate policy adoption to restore the disrupted supply chain of essential food items. Along with that, the public authority should strictly prohibit black marketing and unlawful hoarding of essential food items. In addition, farmers should be provided direct cash benefits for restoring their farming activities.

Originality/value

This paper is first study to examine that hypothesis of LOP in the context of COVID crisis.

Details

Journal of Agribusiness in Developing and Emerging Economies, vol. 12 no. 3
Type: Research Article
ISSN: 2044-0839

Keywords

1 – 5 of 5