Niche growth : the case of Heavy Metal Apparels /

The case examines Heavy Metal Apparels, a niche business that has grown in popularity as an online store in Bangladesh. The company initially started by printing T-shirts of several heavy metal bands, with the main customers being the friends of the entrepreneurs. As the popularity of Heavy Metal Ap...

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Bibliographic Details
Main Authors:	Zaman, Mahmud Habib (Author), Zaman, Sohana Sharif (Author), Evan, Mohammed Abdul Mumin (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2022.
Series:	SAGE Business cases.
Subjects:	Small business > Growth. Business planning. Petites et moyennes entreprises > Croissance. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	The case examines Heavy Metal Apparels, a niche business that has grown in popularity as an online store in Bangladesh. The company initially started by printing T-shirts of several heavy metal bands, with the main customers being the friends of the entrepreneurs. As the popularity of Heavy Metal Apparels increased, so did the sales volume. The case highlights the growth of the company, its product diversification, and future plans, while asking: how can Heavy Metal Apparels reach a greater audience without isolating its niche consumer base? Will scaling up the business lead to mass marketing?
Physical Description:	1 online resource.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781529789782 1529789788