Case
Teaching Notes
Abstract
This case study investigates the innovative and market-segmented strategy of Khan’s Kitchen, a catering company in Bangladesh, and highlights the benefits and challenges of the business. Khan’s Kitchen opened in September 2017 and is currently operating in multiple areas of Dhaka, the capital city of Bangladesh. The online food delivery service has the potential for rapid growth in Bangladesh given the popularity of e-commerce and the extensive use of social media. The company continuously develops its menu in response to changing food habits in order to retain customers. However, Khan’s Kitchen is facing many problems, foremost of which is the implementation of total quality management due to the fluctuation of food prices. In this case study, students will get a closer view of the business and service model of Khan’s Kitchen. They will be asked to develop a strategy to alter its business practices to target more customers and become the market leader.
This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.
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