NEOBIO: How to Sustain Growth?（A)

NEOBIO, an indoor family park, has expanded throughout China by the end of 2021, while encountering a sluggish growth which was addressed later by leveraging service improvement program and pricing strategy. Despite the successful resolution of immediate challenges, NEOBIO was in need of a long-term growth strategy. This necessitated a deliberation on whether to cater to the ever-growing demands of consumers by exploring new growth opportunities through product diversification and service innovation, or to take approaches to maintain growth in current market. The case encompasses a range of topics including user growth, market expansion and user experience.