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Title: |
Chandrani Pearls |
Author(s): |
Prof. Sushil Khanna |
University: |
Indian Institute of Management, Calcutta, India |
Abstract: |
The case presents dilemmas faced by the Chief Executive Officer (CEO) of Chandrani Pearls, a leading manufacturer of branded pearl jewellery in Calcutta, the eastern part of India in 1999. As rising income and a burgeoning middle-class created a demand for such lifestyle products all over India, the CEO was worried about the risks associated with tapping the potential of local and international markets, and pondered on the best marketing strategy for expansion and growth: entering the retail markets, a high risk option or franchise the Calcutta business model, a low risk option? |
Publication Details: |
Not published |
Pub/Rev Date: |
2001 |
Case Length: |
11 pgs |
Teaching Note: |
No |
Pages (TN): |
– |
Subjects: |
Marketing, Promotion, Marketing Strategy, Direct Marketing, Strategic Plan |
Issues: |
Growth Strategy, Small Business, Retailing |
Country: |
India |
Period Covered: |
– |
Industry: |
Crafts and Jewellery |
Level: |
Undergraduate / Postgraduate |
Links of Interest: |
News on Chandrani Pearls |
 
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