Microfridge

Microfridge Sec BDiskha Mahajan 14P077 Nidhi Kumar 14P091Pranati Goswami 14P092Shweta Agarwal 14P109Pallavi Mishra 14P112Varun Dave 14P118

What is microfridge?A 3 in 1 device fulfilling all 3 functions of a refrigerator, freezer, and microwave unitTargeted at the growing A Home away from Home segmentExpected to be present 10% of all such roomsRestless in his present jobDesires to start his own companyHis forte - SalesA unique idea combination of microwave oven + refrigerator

Value PropositionHelped to solve the electricity problem in schools. Saved costs.Students using Microfridge could cook safely in their roomsStudents would purchase food from convenience stores on campus for their Microfridge units, thus saving costsThe concerns of students parents were addressed

The Microfridge BusinessCategory Revenue SharesSales and distribution

Market and Demand forecastsThe field sales force allowed direct contact with the potential customersThey also provided all the required market information needed for the successful forecastsFor example the forecasts for colleges considered all factors such as number of rooms, number of students, terms of contract, surveys etc.Similarly for army/military bases and motels adequate care was taken to forecast sales and provide quality and prompt service to each of themAlso they offered the flexibility of direct purchase or rentals to all their customersThey even widened their portfolio to bring in products such as the Micromart to be placed in the Motel lobbyRemarkable customer care with special care for large accountsIndustry AttractivenessStrategic ChoicesSell or Rent?Immediate future suggested SellLooking at the future suggested Renting as a better strategic choiceSingle supplier or Multiple?Eliminated need for own distribution centerMultiple suppliers ensured minimum dependency (supply and price)Mitigation of Competition through acquisitionsCreate Barriers to Entry and gain competitive advantage through structure which cant be replicated even if the product gets clonedRestructuring distribution from time to time based on market scenario

Way ahead

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