Ayush Fashion : the expansion dilemma /
Ayush Fashion Private Limited saw strong growth in sales volumes in its girlswear (age 1-16 years) garment market over the past few years. Under the visionary leadership of its chairperson, Jaya Bakshi, and supporting capable management, led by the managing director Ajay Chopra, Ayush had become a h...
| Main Authors: | , , |
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| Format: | eBook |
| Language: | English |
| Published: |
London :
NeilsonJournals Publishing,
2019.
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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: | Ayush Fashion Private Limited saw strong growth in sales volumes in its girlswear (age 1-16 years) garment market over the past few years. Under the visionary leadership of its chairperson, Jaya Bakshi, and supporting capable management, led by the managing director Ajay Chopra, Ayush had become a household name in the northern parts of India for producing garments in the premium category.1 However, in the last three years, a substantial decline in its profits created concern for the management. After a series of deliberations, the board of directors considered three options to contain the decline in profits: (1) expand into the boyswear category for the same age group, (2) expand into the womenswear category for the age group 16-40 years, and (3) no expansion, but focus on cost reduction. The case enables students to appreciate the challenges of line extension, product/market development, and the importance of strategic decision making for mid-sized firms in a situation which requires a rapid course of correction. |
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| Item Description: | Originally Published InYousaf, A., Dey, S., & Mishra, A. (2019). Ayush Fashion - The Expansion Dilemma. Journal of International Business Education, 14(1), 373-388. JIBE14-0CS5. |
| Physical Description: | 1 online resource : illustrations. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781529753387 1529753384 |