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  • Competing With A Goliath: Case Study

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    Tkank Tkảo
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    Tela, a Peruvian company that produces sustainable ponchos, is struggling to compete with Goliath Saira, which has 60% market share in Bangladesh. Tela focuses on social mission by employing weavers and teaching skills, while Saira uses cheaper materials and has lower prices. To solve the problem of competing directly with Saira, Tela should focus on its niche of social responsibility and authentic Peruvian materials rather than trying to imitate Saira on price and please all customers. The document outlines solutions like internal research, external partnerships, clear messaging focused on Tela's values rather than Saira, and promotional events to emphasize Tela's authenticity.

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    PONCHO (1)

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    Tela, a Peruvian company that produces sustainable ponchos, is struggling to compete with Goliath Saira, which has 60% market share in Bangladesh. Tela focuses on social mission by employing weavers and teaching skills, while Saira uses cheaper materials and has lower prices. To solve the problem of competing directly with Saira, Tela should focus on its niche of social responsibility and authentic Peruvian materials rather than trying to imitate Saira on price and please all customers. The document outlines solutions like internal research, external partnerships, clear messaging focused on Tela's values rather than Saira, and promotional events to emphasize Tela's authenticity.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    59 views6 pages

    Competing With A Goliath: Case Study

    Uploaded by

    Tkank Tkảo
    Tela, a Peruvian company that produces sustainable ponchos, is struggling to compete with Goliath Saira, which has 60% market share in Bangladesh. Tela focuses on social mission by employing weavers and teaching skills, while Saira uses cheaper materials and has lower prices. To solve the problem of competing directly with Saira, Tela should focus on its niche of social responsibility and authentic Peruvian materials rather than trying to imitate Saira on price and please all customers. The document outlines solutions like internal research, external partnerships, clear messaging focused on Tela's values rather than Saira, and promotional events to emphasize Tela's authenticity.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 6

    COMPETING

    WITH A
    GOLIATH
    CASE STUDY
    TELA SAIRA

    Produced in Peru Produced in Bangladesh


    PRODUCT Made of local sustainable Made of cheaper material
    materials

    Only present in Peru Older and has 60% market share


    Company
    Between $40 - $70 Between $62 - $100
    PRICE
    Employed traditional weavers Donates one Poncho for each
    SOCIAL MISSION Set up programs to teach Poncho it sells
    weaving to under priviledged
    women
    FOUR CONCEPTS TO TEST

    SOCIAL AUTHENTICITY AFFORDABILITY MIX


    RESPONSIBILITY

    Tela’s support Made in Peru, a Lower price Combination of


    of local maker of than Saira the other three
    entrepreneurs “authentic
    and workers Peruvian
    ponchos”
    PROBLEM SOLUTION

    Tela was too focused on competing Mix combination of social mission


    with the Saira and trying to please and authenticity
    customers while they should
    concentrate on searching for their
    own niche and the soul of the
    company
    DETAIL SOLUTIONS

    - Spend time on internal research

    - Look outside the firm

    - Develop a clear and simple message

    - Find a positioning that encompasses all the things

    - Focus less on Saira and more on Tela


    More Solutions

    - Organize a discount and


    PONCHO promotion festival for
    customers

    - Emphasizing authenticity

    - Launch a campaign to
    recruit salespeople who
    are college student

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