Harvard Case - Dilli Haat: Reviving Lost Glory
"Dilli Haat: Reviving Lost Glory" Harvard business case study is written by Amita Mital, Shrey Vig. It deals with the challenges in the field of General Management. The case study is 13 page(s) long and it was first published on : Jul 10, 2017
At Fern Fort University, we recommend Dilli Haat implement a comprehensive revitalization strategy focused on enhancing the customer experience, leveraging technology, and strengthening its brand positioning to regain its lost glory. This strategy involves a multi-pronged approach encompassing operational improvements, marketing innovations, and a renewed commitment to cultural preservation and community engagement.
2. Background
Dilli Haat, a unique marketplace showcasing Indian crafts and cuisine, has faced declining visitor numbers and revenue in recent years. The case study highlights several challenges:
- Competition: The rise of online marketplaces and large shopping malls has eroded Dilli Haat's competitive advantage.
- Stagnant offerings: The lack of innovation and new attractions has led to a decline in visitor interest.
- Operational inefficiencies: Poor infrastructure, inconsistent quality, and limited marketing efforts have contributed to the decline.
The main protagonists are the Dilli Haat management team, who are tasked with finding a solution to revive the marketplace's fortunes.
3. Analysis of the Case Study
To analyze the situation, we can employ a SWOT analysis and Porter's Five Forces framework:
SWOT Analysis:
Strengths:
- Unique concept: Dilli Haat offers a distinct experience showcasing India's rich cultural heritage.
- Brand recognition: It enjoys a strong brand name and reputation among locals and tourists.
- Potential for growth: The Indian craft and tourism market is vast and growing.
Weaknesses:
- Outdated infrastructure: The facilities are aging and lack modern amenities.
- Limited marketing: The marketing efforts are insufficient to attract new visitors.
- Lack of innovation: The offerings have become stagnant and lack new attractions.
Opportunities:
- Leveraging technology: Implementing digital platforms for online shopping and marketing.
- Expanding offerings: Introducing new craft categories, cultural events, and interactive experiences.
- Partnering with local businesses: Collaborating with artisans, restaurants, and cultural organizations.
Threats:
- Increased competition: Online marketplaces and large shopping malls continue to grow.
- Economic slowdown: A weak economy could impact consumer spending.
- Changing consumer preferences: Younger generations may prefer modern shopping experiences.
Porter's Five Forces:
- Threat of new entrants: High due to the ease of setting up online marketplaces and the availability of alternative shopping options.
- Bargaining power of buyers: High due to the availability of substitutes and the ability to compare prices online.
- Threat of substitutes: High due to the availability of online shopping, department stores, and other retail options.
- Bargaining power of suppliers: Low due to the large number of artisans and vendors.
- Rivalry among existing competitors: High due to the increasing number of players in the market.
4. Recommendations
To revive Dilli Haat, we recommend the following:
1. Enhance Customer Experience:
- Modernize infrastructure: Invest in improving the facilities, including better lighting, signage, restrooms, and seating areas.
- Introduce new attractions: Organize cultural events, workshops, live performances, and interactive exhibits to attract visitors.
- Improve vendor selection: Implement stricter quality control measures and ensure vendors offer unique and high-quality products.
- Enhance accessibility: Improve accessibility for people with disabilities and provide clear directions and information.
2. Leverage Technology and Analytics:
- Develop a digital platform: Create an online marketplace for artisans to sell their products directly to customers.
- Implement online marketing: Utilize social media, search engine optimization, and digital advertising to reach a wider audience.
- Collect customer data: Utilize customer relationship management (CRM) tools to track visitor preferences and tailor marketing campaigns.
- Analyze data: Use data analytics to understand customer behavior and identify areas for improvement.
3. Strengthen Brand Positioning:
- Rebrand and reposition: Develop a new brand identity that reflects Dilli Haat's unique value proposition and targets a wider audience.
- Promote cultural heritage: Emphasize the marketplace's role in preserving and promoting Indian crafts and traditions.
- Foster community engagement: Organize events and workshops that connect visitors with artisans and local communities.
- Develop partnerships: Collaborate with cultural organizations, tourism agencies, and educational institutions to promote Dilli Haat.
4. Operational Improvements:
- Streamline operations: Implement lean management principles to improve efficiency and reduce costs.
- Improve supply chain management: Establish partnerships with reliable suppliers and ensure timely delivery of products.
- Develop a robust financial plan: Implement a comprehensive financial management system to track revenue, expenses, and profitability.
- Invest in employee training: Provide training to staff on customer service, product knowledge, and operational procedures.
5. Basis of Recommendations
These recommendations are based on a comprehensive analysis of Dilli Haat's current situation, considering:
- Core competencies: Building on the existing strengths of cultural heritage and brand recognition.
- External customers: Targeting a wider audience by offering a more engaging and modern experience.
- Internal clients: Empowering artisans and vendors by providing them with a platform to thrive.
- Competitors: Differentiating Dilli Haat from online marketplaces and other retail options.
- Attractiveness: The proposed strategy is expected to increase visitor numbers, revenue, and profitability.
6. Conclusion
By implementing these recommendations, Dilli Haat can reclaim its position as a leading cultural destination and achieve sustainable growth. The revitalization strategy focuses on creating a unique and engaging experience for visitors, leveraging technology to reach a wider audience, and strengthening the marketplace's brand identity.
7. Discussion
Other alternatives not selected include:
- Closing Dilli Haat: This option would be a drastic measure and would result in significant job losses and a loss of cultural heritage.
- Selling Dilli Haat: This option would require finding a buyer willing to invest in revitalizing the marketplace.
Risks and Key Assumptions:
- Implementation challenges: Implementing the recommended changes will require significant effort and resources.
- Competition: The market for craft and tourism is highly competitive, and Dilli Haat will need to continually innovate to stay ahead.
- Economic uncertainty: A weak economy could impact visitor spending and hinder the revitalization efforts.
8. Next Steps
To implement the revitalization strategy, Dilli Haat should:
- Form a dedicated team: Assemble a team of experienced professionals to lead the implementation process.
- Develop a detailed plan: Outline specific actions, timelines, and budgets for each recommendation.
- Secure funding: Identify funding sources to support the necessary investments.
- Communicate with stakeholders: Keep all stakeholders informed about the revitalization strategy and progress.
By taking these steps, Dilli Haat can embark on a journey to revive its lost glory and become a thriving cultural destination once again.
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Case Description
Dilli Haat started in 1994 with the objective of providing infrastructure to craftspeople from across India to sell their traditional crafts in an urban marketplace and prevent their exploitation by intermediaries. The marketplace, set up in the heart of Delhi, the capital of India, was a one-stop shop for visitors seeking authentic India handicrafts and handloomed products. Dilli Haat provided a unique shopping experience in a well-laid-out area, where shopping was combined with cultural extravaganzas and food courts offering cuisine from all the states of India. It became a sought-after destination not only for shopping but also as a meeting place, where families and friends could spend time together. After rising to its glory, Dilli Haat witnessed a decrease in visits and was losing its spirit. In January 2016, the manager was faced with the challenge of restoring Dilli Haat to its former glory.
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