The Vanca: Dilemmas of an E-commerce Entrepreneurial Startup

Description

The Vanca, an online apparel brand and supplier to online retailers (“e-tailers”) has achieved a fair degree of success by focusing on quality, innovative designs, “fast fashion” and a strong network with its customers. Management is looking to grow the business further; however, there are challenges such as uneven sales across some of its product ranges, maintaining its competitive edge and the threat from private labels being introduced by the industry’s three largest e-tailers. The Vanca’s chief executive officer, a successful entrepreneur, has called a meeting to consider these challenges and to prepare the company’s next growth model.

Learning Objective

The case aims at helping students: ·Appreciate how context and opportunity are the lifeblood of entrepreneurship, especially in emerging economies. ·Highlight the role of entrepreneurs in changing business environments. ·Explore how entrepreneurs in developing economies combat high-growth and low-growth cycles. ·Analyze options to increase the experiential aspect of purchase for online consumers.

Keywords

E-Commerce India Private labels startups