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Licious Case study - Coggle Diagram
Licious Case study
5 Cs Analysis
Company
Strong D2C brand, supply chain control, quality focus
Competitors
Plan based brands like Blue Tribe, Imagine Meats
Costumers
Health Concious, convenience seeking meat eaters
Collborators
Suppliers, delivery partners, retailers
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Desirable Target (PFD)
Potential
Medium - Growing plant-based market, but still small in India
limited and volatile, while urban costumers show interest penetration outside of those regions low, also short term hype, market stability and predictability matter too
Defensibility
Weak - low barriers to entry, competitors can copy easily
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Fit
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UnCrave did not fully align with established identity, leveraged distribution network and trust, but still faces brand dissonance
Hence, Shutting UnCrave was rational to focus on core strengths
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