Details

Case

Educator Copy

ROYAL KULFI: THE NATIONAL ROLLOUT DECISION

Arif Iqbal Rana


INDUSTRY : Food

AREA : Production & Operation Management

ORGANIZATION : Royal Kulfi

LENGTH : 7

LUMS No : 03-868-2019-1

PUBLICATION YEAR : 2019

DESCRIPTION

KEYWORDS:

supply chain management, retail management, franchising, retail, sales.


DESCRIPTION:

The case narrates the growth of Royal Kulfi from a kiosk in a petrol station in Jhang in 2013 to a network of retail outlets in Jhang and Lahore in 2018. Daniyal, the proprietor, is now considering expanding the retail network to other parts of the country; this requires him to make critical decisions related to retail format, franchising, and salesforce incentives.


LEARNING OBJECTIVES:

This case can be used in a course on supply chain management or retail management to help understand retail format and the related economics. The case is also useful to help understand the intricacies around franchising and salesforce incentives in retail. It is specifically suited to open a module on retail management, to help highlight the complexities in a simple (yet very important for retail management) decision like format selection.


SUBJECTS COVERED:

Retail Management, Supply Chain Management