The organization has grown considerably since it was founded in 2005 and is now preparing to further expand to a second location in the United States or into Hong Kong, China. The organization’s vision is to build a healthy and happy community, including employees, clients and sellers.
By focusing on its customers' basic necessities, products for the needs of its own producers to minimize sales prices and a healthy life, the company has found its market where no other online retailer has dared to venture. Its success shows that it's not impossible to be good and prosperous at the same time. Enlarging to a brand new location will bring countless challenges, while others will need to be worked out on the fly, some of which can be anticipated. The management team needs to focus on defining the specifics of their go-to-market strategy. When should they enter? With which local players should they collaborate? Will local outreach or an increased marketing effort be necessary? Authors are affiliated with National Chiao Tung University.
PUBLICATION DATE: February 19, 2015 PRODUCT #: W15029-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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