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Dragonfly Therapeutic Retreats: Crafting a Winning Proposition  
Product Ref: 09/461C Company: Dragonfly Therapeutic Retreats

Product Type: Case Industry: Healthcare Services & Facilities
Leisure Facilities

Related Product(s): N/A
Georgie Yam arrived in Shanghai in the heat of summer in 2001. He was there on a mission: to develop the market and establish a distribution network for a German hair-care products manufacturer. Soon after he arrived in Shanghai, he discovered that this city, which had been described by an international guidebook as ˇ§a playground for foreign adventurers and socialitesˇ¨, fell short of hopes in meeting the demand for a modern indulgence: spa and massage services. Pondering a market that seemed chaotic but thriving, Yam wondered what would be his best bet to capture the opportunity.
Functional Area : Marketing
Strategy & General Management

Learning Objective: The case provides the background material to discuss aspects involved in shaping a business proposition. It serves to illustrate the dynamics in different business propositions and their success matrix which ultimately provides the basis for designing the products and services.
Length: 10 pages Country: China (People's Rep. of)

Pub. Year: 2010 Level of Difficulty: 1
This product type is available in the following language(s):      English
Related Information: N/A
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