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Author Srivastava, Ritu, author.

Title Sukhpal Dairy Farm : considering customer engagement-based growth options / Ritu Srivastava (Marketing, MDI Gurgaon, Gurgaon, Haryana, India), and Akhil Mangla (Marketing, MDI Gurgaon, Gurgaon, Haryana, India)
Published Bingley, U.K. : Emerald Publishing Limited, 2019
Online access available from:
Emerald Emerging Markets    View Resource Record  


Description 1 online resource (5 pages) : 23 illustrations ; cm
Series Emerald emerging markets case studies, 2045-0621 ; volume 9, issue 1
Notes The learning outcomes are as follows: understand the challenges and opportunities of an unorganized business/informal economy; compare and contrast the applications of customer engagement frameworks between small and big businesses; outline the steps in product design in a services context; discuss the services marketing mix as a part of the marketing strategy; and understand the need of scaling up the business operations in wake of new opportunity
Sukhpal Dairy Farm (SDF) is a case of unorganized milk marketing in the Indian Emerging Market. Milk was sold as a commodity with a fragmented set of suppliers to only a small population. Changes in consumer demand, technology and supply chain presented huge opportunities to the small dairy farmer. But it was also a threat to him. The large corporater, players backed by strong logistics and supply chain operations support posed a big challenge to the small farmer who lacked scale and reach. Sukhpal, owner of SDF, struggled while considering the options to grow his business. He did not want to change the success factors of his existing business model that was based on word of mouth and customer engagement
MBA students
Teaching Notes are available for educators only. Please contact your library to gain login details or email to request teaching notes
Bibliography Includes bibliographical references and index
Subject Customer relations -- Management.
Business & Economics, Customer Relations.
Customer services.
Form Electronic book
Author Mangla, Akhil, author