Odisha Craft – crafting the right expansion strategy

Abstract

Learning outcomes

Familiarize with the retail operations of handicrafts, facility location problem, apply multi-criteria decision through the goal programming approach and solving the same with MS Excel.

Case overview / synopsis

The case portrays a dilemma in the context of retail operations of a small-scale handicraft company known as Odisha Craft. Located in Odisha, Susanta Mohanty, the owner, was finding it a challenge to decide on the most promising location for his new retail outlet in the neighbouring city of Kolkata. He had five choices for the locations. Odisha craft was established by his father-in-law in 2009 with an objective to preserve and promote the rich culture of the handicrafts designed by the local artisans and ensure sustainable rural livelihood. The company had been facing numerous challenges and the pandemic has given a very formidable blow to the monthly revenues. The case brings out the multi-faceted dilemma of deciding on the facility location in 2020, involving a set of conflicting criteria. The case unfolds a systematic solution approach resolving the dilemma using MS Excel.

Complexity academic level

Courses such as operations research, operations management, service operations and retail operations for MBA students and trainings for junior-middle level executives.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 09: Operations and Logistics

Citation

Datta, S. (2022), "Odisha Craft – crafting the right expansion strategy", , Vol. 12 No. 1. https://doi.org/10.1108/EEMCS-06-2021-0185