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Malabar Gold & Diamonds: Expansion Plans

Vinod Thakur, Sabyasachi Sinha

Product #:W26278
Supplier:Ivey
Discipline:General Management, Strategy
Setting:India, 2020
Details:Case (PDF) • 13 pages • 2022-05-13

Subjects:

Business expansionCorporate strategyStrategyManagement

Industries:

Goods, trade, and consumer services

Geography:

AsiaIndia
Your Price:$9.71

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Malabar Gold & Diamonds (Malabar) was established in 1993 in Kerala, India. By 2019, the company was a leading retail chain in India's jewellery market and one of the top five jewellery businesses in the world, selling their products through 117 Indian outlets and 143 global outlets across nine countries. Most of Malabar's domestic revenue came from the southern region of India, and the company was looking to extend its footprint across the entire Indian market. However, the country's jewellery market was highly competitive, with a strong presence of regional players, and consumers in each Indian state had their own unique preference for jewellery design. Malabar needed to find a strategy to expand its presence into the country's uniquely different geographic areas.

Learning Objectives

This case is suitable for both graduate- and postgraduate-level courses on strategic management, as well as for an executive management course on strategy. In a strategic management course, the case can be used for discussions on topics such as strategies for growth and business expansion, especially in emerging economies. In an executive management course, the case is ideal for devising an organized retailer’s growth strategies in a diverse market. After working through the case and assignment questions, students will be able to accomplish the following objectives:
  • Explore the motivation of a company to expand geographically amid competitive dynamics.
  • Analyze the challenges associated with the expansion plans of a company in a culturally and geographically diverse market.
  • Assess the competitive advantages of a company and their applicability in new markets.
  • Devise a strategic plan to grow an organized retail business across different regions in an emerging economy.
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Case Study: Malabar Gold & Diamonds: Expansion Plans (English version) | Ivey Publishing