Fugumobile: Setting Up a Local Digital Marketing Company in China
Venkat Raman G, Bhavani Shankar Saripalli, Huirong Ju, Ramakrishna Velamuri
Product #:W29954_P
Supplier:Ivey
Discipline:Marketing, Strategy
Setting:India, 2021
Subjects:
Industries:
Your Price:$9.71
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Learning Objectives
The case covers various management domains, including digital marketing, entrepreneurship, and business growth in an international setting. It also allows students to learn about the different phases of start-up growth. The case helps students familiarize themselves with the rapid evolution of the digital ecosystem in China. Participants will also learn about the need for companies to be reactive and proactive in adopting growth strategies to reinvent themselves and ensure continuous growth. The case analyzes two different strategic directions for future growth—affordable or premium services and pricing. After working through the case and assignment questions, students will be able to do the following:
- Analyze the pros and cons of various options for operating a business in a complex digital marketing landscape like China.
- Appreciate the tensions involved in decision-making by analyzing two different strategic options—standardized services at affordable prices versus customized services at premium prices.
- Discuss a young company’s decisions and actions for sustainable and profitable growth.