Disrupting the Retail Tyre Market: Aligning Utyre’s Brand Strategy to Drive Future Growth

Disrupting the Retail Tyre Market: Aligning Utyre’s Brand Strategy to Drive Future Growth

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  • Teaching Notes
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Abstract

The Utyre case tells the story of an entrepreneur whose start-up venture is steadily gaining momentum and has reached the stage where the company is faced with a number of challenges. The case draws the reader to a series of questions that will have to be answered in order to achieve sustainable growth for the business. The story begins with a brief summary to establish the setting and to introduce the protagonist, Rewald Drinkwater, and his dilemma: How to build a brand that would sustain his first-to-market advantage and set him apart from his competitors.

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