Scribd
Upload
156 views

Competing With A Goliath: Case Study

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.

Uploaded by

Tkank Tkảo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
156 views

Competing With A Goliath: Case Study

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.

Uploaded by

Tkank Tkảo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 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

You might also like