Harvard Case - Biryani By Kilo: The Growth Dilemma
"Biryani By Kilo: The Growth Dilemma" Harvard business case study is written by Sanjeev Ganguly, Sandeep Puri, Supraja Reddy. It deals with the challenges in the field of General Management. The case study is 14 page(s) long and it was first published on : Jan 22, 2024
At Fern Fort University, we recommend that Biryani By Kilo (BBK) embark on a strategic growth path focusing on a multi-pronged approach that leverages its core competencies while addressing the evolving market landscape. This strategy involves a combination of organic growth through expansion and market penetration, coupled with strategic acquisitions to gain access to new markets and expertise. This approach will ensure BBK's continued success while maintaining its brand identity and commitment to quality.
2. Background
Biryani By Kilo, founded in 2015, has achieved remarkable success in the Indian food delivery market. The company has established itself as a leader in the premium biryani segment, known for its high-quality ingredients, authentic flavors, and innovative offerings. However, BBK faces a dilemma: how to maintain its growth trajectory while navigating the challenges of a competitive market and evolving consumer preferences.
The case study focuses on the key protagonists, the founders of BBK, who are grappling with the decision of how to scale the business. They are considering various options, including expanding into new markets, diversifying their product offerings, and exploring strategic partnerships.
3. Analysis of the Case Study
To analyze BBK's situation, we can utilize the SWOT framework:
Strengths:
- Strong brand reputation: BBK has built a strong brand reputation for quality and authenticity.
- Loyal customer base: The company enjoys a loyal customer base, driven by its focus on premium ingredients and flavorful biryani.
- Efficient operations: BBK has established efficient operations, including a centralized kitchen and delivery network.
- Strong online presence: The company has a strong online presence, leveraging digital marketing and delivery platforms.
Weaknesses:
- Limited geographic reach: BBK's operations are currently concentrated in a few major cities.
- Product portfolio limitations: The company's product portfolio is primarily focused on biryani, limiting its potential customer base.
- Dependence on delivery platforms: BBK's reliance on third-party delivery platforms exposes it to potential cost fluctuations and operational challenges.
Opportunities:
- Expanding into new markets: BBK can expand its reach to new cities and regions within India and potentially explore international markets.
- Diversifying product offerings: The company can introduce new dishes and cuisines, catering to a wider customer base.
- Developing a direct-to-consumer platform: BBK can establish its own online platform for ordering and delivery, reducing its dependence on third-party platforms.
- Leveraging technology: The company can utilize technology and analytics to optimize operations, personalize customer experiences, and improve efficiency.
Threats:
- Intense competition: The Indian food delivery market is highly competitive, with numerous players vying for market share.
- Evolving consumer preferences: Consumer preferences are constantly evolving, demanding innovation and variety.
- Economic fluctuations: Economic downturns can impact consumer spending, affecting demand for premium food products.
- Regulatory changes: The food delivery industry is subject to evolving regulations, which can impact operations and costs.
Porter's Five Forces Analysis:
- Threat of new entrants: The food delivery market is relatively easy to enter, posing a threat to BBK's market share.
- Bargaining power of buyers: Customers have a high degree of bargaining power due to the availability of numerous options.
- Bargaining power of suppliers: Suppliers have moderate bargaining power, as BBK relies on a network of suppliers for ingredients.
- Threat of substitutes: There are numerous substitutes for biryani, including other Indian cuisines and international dishes.
- Rivalry among existing competitors: The rivalry among existing competitors is intense, driven by price wars and promotional campaigns.
4. Recommendations
BBK should adopt a multi-pronged growth strategy that leverages its strengths and addresses its weaknesses. This strategy should include:
1. Organic Growth:
- Market Expansion: BBK should prioritize expanding into new cities within India, targeting areas with high demand for premium food and a growing middle class. This expansion should be carefully planned, considering local market dynamics and consumer preferences.
- Product Diversification: The company should introduce new dishes and cuisines, leveraging its expertise in Indian food and its commitment to quality ingredients. This diversification should be strategic, focusing on complementary cuisines and popular dishes that align with its brand identity.
- Direct-to-Consumer Platform: BBK should develop its own online platform for ordering and delivery, offering a more personalized customer experience and greater control over pricing and promotions. This platform should be user-friendly, integrate seamless payment options, and leverage data analytics to optimize operations.
2. Strategic Acquisitions:
- Acquiring Regional Brands: BBK should consider acquiring established regional brands in complementary cuisines, allowing it to expand its product portfolio and reach new customer segments. This strategy will provide access to new markets, existing customer bases, and specialized expertise.
- Acquiring Technology Companies: The company should explore acquiring technology companies specializing in food delivery, logistics, or customer relationship management. This will enhance BBK's technological capabilities, improve efficiency, and drive innovation.
3. Strategic Partnerships:
- Collaborations with Food Delivery Platforms: BBK should continue to partner with existing food delivery platforms while simultaneously developing its own platform. This approach will ensure access to a wider customer base while reducing dependence on third-party platforms.
- Partnerships with Retailers: The company should explore partnerships with retailers to expand its distribution channels and reach new customer segments. This could involve setting up kiosks or dedicated sections in supermarkets, offering a convenient way for customers to purchase BBK's products.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with BBK's core competencies in quality, authenticity, and operational efficiency. The focus on organic growth and strategic acquisitions ensures that the company maintains its brand identity and commitment to premium ingredients.
- External customers and internal clients: The recommendations cater to the evolving needs of external customers by offering a wider range of products, improved convenience, and personalized experiences. The focus on technology and innovation will also benefit internal clients by streamlining operations and enhancing efficiency.
- Competitors: The recommendations address the competitive landscape by focusing on market expansion, product diversification, and strategic partnerships. This approach will allow BBK to differentiate itself from competitors and maintain its market leadership.
- Attractiveness ' quantitative measures: The recommendations are expected to generate positive returns on investment (ROI) through increased revenue, improved efficiency, and enhanced customer loyalty. The company can utilize financial modeling and market research to assess the potential financial benefits of each recommendation.
6. Conclusion
By adopting a multi-pronged growth strategy that combines organic growth, strategic acquisitions, and strategic partnerships, Biryani By Kilo can maintain its growth trajectory while navigating the challenges of a competitive market. The company's focus on quality, innovation, and customer experience will continue to drive its success in the long term.
7. Discussion
Other alternatives not selected include:
- Focusing solely on organic growth: This approach may be slower and less impactful, particularly in a competitive market.
- Ignoring strategic acquisitions: This approach limits BBK's potential for rapid expansion and access to new markets and expertise.
- Over-reliance on third-party platforms: This approach exposes BBK to potential cost fluctuations and operational challenges.
The recommendations are based on the following key assumptions:
- Continued consumer demand for premium food: The recommendations assume that consumers will continue to prioritize quality and authenticity in their food choices.
- Availability of funding for expansion and acquisitions: The recommendations assume that BBK will have access to sufficient funding to support its growth initiatives.
- Successful implementation of the recommendations: The recommendations assume that BBK will be able to effectively implement its growth strategy and achieve its desired outcomes.
8. Next Steps
To implement the recommendations, BBK should take the following steps:
- Develop a detailed strategic plan: This plan should outline the company's growth objectives, key initiatives, timelines, and resource allocation.
- Conduct market research: The company should conduct thorough market research to identify potential growth opportunities, assess competitive landscape, and understand consumer preferences.
- Secure funding: BBK should secure funding to support its expansion and acquisition initiatives. This could involve raising capital through equity financing, debt financing, or strategic partnerships.
- Build a strong team: The company should hire and develop a team of experienced professionals with expertise in marketing, operations, finance, and technology.
- Implement technology solutions: BBK should invest in technology solutions to optimize operations, personalize customer experiences, and improve efficiency.
- Monitor and evaluate progress: The company should regularly monitor and evaluate the progress of its growth initiatives, making adjustments as needed to ensure success.
By taking these steps, Biryani By Kilo can position itself for continued growth and success in the evolving Indian food delivery market.
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Case Description
Biryani by Kilo (BBK) is a Gurugram (Near New Delhi, India) based Quick Service Restaurant founded by Koushik Roy and Vishal Jindal in 2015. The company specializes in serving authentic Indian dishes. They offer both dine in and delivery options and have multiple locations in India. They are known for using high quality ingredients and traditional cooking methods to create delicious biryani dishes. They brought many innovations to their offering. Now they wanted to create a McDonald's for Indian food but were in a dilemma about how to proceed. How could they eventually build a national brand and then expand it globally?
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