Cravings: Baking a New Strategy for Growth

Abstract

Prajakta Desai is a baker and entrepreneur, who owns Cravings, a start-up company specializing in baking custom cakes in Mumbai, India. The market for cakes and other baking confectioneries is growing in Mumbai. After being in business for over a year and building a brand for Cravings, Desai contemplates the next step for her booming business. Is it viable to continue to cater to one client at a time and bake custom cakes, or would it be advisable to take large-scale orders? Desai’s decision will determine the target market, set the pricing strategy, and devise the new business model in the growth stage.

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