Tasty Lab : revamping an online cake store /
Tasty Lab is an online cake store in Nawabganj, Bangladesh. Because the ingredients for cakes are not available in Nawabganj, the owner, Fatema Tuz Zahora Oishe, has to purchase all her baking ingredients from stores or suppliers in Dhaka. Unfortunately, she did not conduct enough market research be...
| Main Authors: | , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
SAGE Publications: SAGE Business Cases Originals,
2024.
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| Series: | SAGE Business cases.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | Tasty Lab is an online cake store in Nawabganj, Bangladesh. Because the ingredients for cakes are not available in Nawabganj, the owner, Fatema Tuz Zahora Oishe, has to purchase all her baking ingredients from stores or suppliers in Dhaka. Unfortunately, she did not conduct enough market research before starting her business. Oishe consequently set her cake prices fairly low. Although Tasty Lab is still doing well and has established a good reputation in Nawabganj, it is unable to generate expected revenue because of a weak positioning strategy and ineffective promotion. For this, it is important for Oishe to identify how her business is similar and dissimilar to those of her competitors. Tasty Lab can introduce a new assortment of cakes and charge higher prices for those cakes. Tasty Lab's quality is good, and it has loyal customers, which helps Oishe generate a profit. However, Oishe's inability to properly manage the Facebook page of her online store hurts her business. Oishe received messages from trolls because she is an introvert and a slow adopter of technology. Her poor communication skills allowed competitors to enter the market and succeed. Besides, Oishe's business cannot deliver its cakes to faraway places because the cakes melt easily in the heat of Bangladesh. Students will be asked to evaluate the importance of a business owner's communication approach and how this approach is viewed in the eyes of consumers. |
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| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 9781071919507 1071919504 |