Based in India, Butterfly Edufields Pvt. Ltd. (BFF) designed, developed, assembled, and distributed educational activities and games for Grade 1-10 students to help them understand various science, technology, engineering, and mathematics (STEM) concepts. After more than a decade of existence, BFF had grown significantly in terms of production capacity, human resources, product portfolio, and geographical reach. Between 2010 and 2019, its revenues had grown 15 times. In November 2019, the company's chief executive officer faced three challenges: (1) the firm's inability to meet orders for newly introduced products; (2) its limited ability to tap and serve the huge market of 1.5 million schools across India; and (3) its failure to capture the enormous potential of selling educational toys online-a $300 million market. The chief executive officer believed that the traditional cost structure of centralized design, production, and distribution might not support the non-linear growth he envisaged for the company, so he had collected the value-added details for one of BFF's products with the intention of evaluating alternate value chain configurations for the company. Kalyan C. Chejarla is affiliated with Institute of Management Technology, Hyderabad. Sourabh Bhattacharya is affiliated with Institute of Management Technology, Hyderabad. N. Ravichandran is affiliated with Indian Institute of Management Ahmedabad.

【書誌情報】

ページ数：12ページ

サイズ：A4

商品番号：HBSP-W20749

発行日：2020/9/9

登録日：2021/4/14