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Quikr's Diversification Strategy
Abstract
This case is about Quikr, known as a pioneer in the online horizontal cross classified, business in India, and how it expanded its business to provide better services to its users. On August 10, 2015, Quikr launched a separate portal QuikrCars,for buying and selling cars online. Subsequently, the company diversified into different vertical segments by launching separate portals like QuikrJobs, QuikrHomes, etc. The case provides details of the diversification strategy adopted by Quikr and also discusses its challenges posed by this strategy. |
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Issues
The case is structured to achieve the following teaching objectives:
- Understand the online portal industry in India.
- Explore the reasons behind the decision of Quikr to diversify.
- Discuss the criteria based on which Quikr decided to expand its business and diversify into other verticals.
- Assess the efficiency of the diversification strategy adopted by Quikr and discuss to what extent it was likely to fulfill the company’s long-term objectives.
- Understand the opportunities and challenges faced by Quikr associated with its diversification decision.
Keywords
Marketing, Diversification, Growth strategy, Business model, e-commerce
