No Pain No Gain: A Case of Tasty Ice Cream (A Case for Entrepreneurial Strategy and General Management)

Abstract

The case is about a visionary entrepreneur who diversified his dairy business into related product category i.e., the ice-cream known as “Tasty Ice Cream” and entered into the nascent market of Ahmedabad city. The concept of ice-cream was very innovative at that time and there was only one existing National player. The business was taken over by second and the third generation entrepreneur in 1994 and soon they added more flavours to their product line. However, in spite of growing market demand and more number of competitors entering into the market the, Tasty Ice cream took no initiative to expand its outlets within the city and was satisfied by the repeat business from the existing customer base just to sustain business. Students may discuss and analyze the required entrepreneurial abilities not only to sustain an existing business but also its expansion and diversification with suitable marketing mix, entrepreneurial abilities and additional efforts.

The purpose of the case is to make the management students aware about the entrepreneur skills required to run and establish a retail business venture of a specific commodity.

Keywords: Ice cream, franchisee, Ahmedabad, Gujarat, branding,sustainability, entry barriers, competition, patronize, outlets, vendors, capacity, Ice cream parlors, marketing mix

JEL Classification: D4, L2, M13