[Solution]The discussion should be related to Looking at Cravia’s timeline which shows that the company has explored growth in multiple dimensions

The discussion should be related to Looking at Cravia’s timeline which shows that the company has explored growth in multiple dimensions: geographic growth (i.e., entering…

The
discussion should be related to Looking at Cravia’s timeline which shows that
the company has explored growth in multiple dimensions: geographic growth
(i.e., entering new markets) and product growth in the same markets (i.e., new
brands), while also exploring new products for new markets (e.g., ZwZ). These
two dimensions of growth can be represented in a product/market growth
positioning matrix (see TN Exhibit 1). As shown in TN Exhibit 1 produced by the
instructor, Cravia has, at times, pursued all four (five if you count “exit”)
types of growth. Its early growth was driven by opening more Cinnabons and SBCs
in Dubai. This would fall in the “enhance” quadrant. “Enhancements to current products
or channels represent incremental adjustments to an existing strategy. An
entrepreneur often chooses this approach as a venture begins to gain traction
in a market and transitions to growth. Moreover, strategic expansions are
opportunities to launch a new product in the existing market or to launch the
existing product in a new market. [. . .] By expanding into adjacent product
categories or markets, the entrepreneur should be able to leverage existing

strategic
positions and capabilities. Students should explore the
difference between scaling an existing business and expanding the scope of a
business. Students should be able to explain economies of scale versus
economies of scope.
The post The discussion should be related to Looking at Cravia’s timeline which shows that the company has explored growth in multiple dimensions

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