商品敘述：

Mysore Ghee Store (MGS) produced and marketed ghee (clarified butter) in the city of Hyderabad in India. Most of its ghee sales were B2B to businesses like restaurants and sweetmeat makers that used it for food preparation. Decreasing B2B market margins and increased packed ghee sales to end users through the retail market prompted Satish Kumar, MGS''s current owner, to enter the B2C market. He tied up with More (pronounced `moray''), a national retail chain for supplying packed ghee in October 2013. MGS''s packed ghee was also made available across multiple retail channels ranging from independent mom and pop stores to regional/local chains'' retail outlets and e-retailers. Packed MGS ghee sales through the various retail channels were somewhat encouraging. In April 2016, MGS was looking at two sets of issues. The first was how to proceed with the brand building driven marketing communication effort. The second was to rethink the strategic options in front of MGS and assess the need for and viability of a new strategic direction for the company.

涵蓋領域：

Brand positioning;Business expansion;Competitive strategy;Strategic positioning;Strategy execution

相關資料：

Case Teaching Note, (ISB104), 16p, by Sivakumar Alur, Durgaprasad M, Sulagna Mukherjee, U Srinivasa Rangan

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