Question

Choose some product that you know something about (it could be in IT, or just about anything – restaurant or take-out food, fitness programs, etc etc). Pick a particular firm operating in the market for this product that you like (or dislike!). It could be your local café or it could be Amazon, or it could be something in between.

On no more (or not much more) than one typed page, explain the success (or failure) of this firm, again in terms of the “3 C’s”, plus any other factors that you deem to be relevant.

(It needn’t be actual ‘library’ research, which includes Wiki, Google, and other sources of information on the Web. If you are focussing on a local business (perhaps one you have worked in yourself), then your sources could be your own experience, and perhaps an interview with the owner…)

Answer 1

The company in case is an all natural ice cream producer that started from a rented room on the outskirts of a metropolitan area with 2 enthusiasts who tried to offer a different ice cream based on completely natural ingredients from the run of the mill products which dominated the marketplace. That was in 1982. Today, the company owns 85 exclusive outlets in 10 cities and plans to expand abroad soon.

The company called " All naturals" is known for its all natural products including ice creams, shakes, puddings, yoghurts and indigenous sweets that are loved by the locals. The company produces milk out of its own cattle farm and sources fruits and nuts from select suppliers with stringent quality norms. No preservatives are used, therefore the product is consumed the same day. The immaculate planning ensures that here is no wastage, neither is stockout. "We are here because we never compromised with quality and preferences of our consumers" says Eric, one of the directors in this family owned business which is now into its third generation. This new generation is techno savvy and uses technology to expand business at a rapid pace,as is evident from the company's growth of past 3 years.

The company has its huge customer base with age groupd of 2 - 75 years. For children, it produces speciality treats that are colorful and attractive yet nutritious, whereas for elderly it produces low sugar, low fat versions that enables them to savour the products without being guilty towards their health. There are many loyal customers who vouch for the unique taste and quality of the products, coming all the way from 25 miles in some cases. There are some products which are seasonal in nature, which command advance bookings. such is the magic of all naturals.

The company had monopoly in this niche segment of business when it started. As on today, many competitors offer all natural ice creams and related products but when it comes to the taste and quality, it is hard to match the "all naturals" level, which comes from strict quality control, continuous improvement, secret recipe and decades of experience. "It can't be matched because we make it with a personal feeling to delight our customers, that comes straight from the heart." says Melba, another director in the firm.