Success Story of a Start-up – A Case Study of OLA Cabs
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 2
Abstract
"Start-ups don't die, they commit suicide. In other words, 90 percent of start-ups fail because the founders get bored, discouraged, or something else, and they move on to other things, not because of some catastrophe. No matter how dark it is today, things will always better tomorrow." -- Justin Kan, Justin.TV.Startup businesses have always played an important role in the global economy, but recently their importance has grown significantly. For this reason, governments around the world have amended regulation and created incentives to encourage their development. However, statistics shows that startups have an extremely high mortality rate, often due to a lack of strategic planning, wrong marketing investments or inefficient resource allocation. This paper is the success story of an Indian startup, Ola Cabs. As the competition in the Radio Taxi market is increasing at a very faster rate where several brands are providing cabs to the customers as per the requirements, this paper is designed to study the success story of Ola cabs which has the greatest market share and provides services in an efficient manner along with customer satisfaction. The Marketing strategy and promotion strategy adopted by Ola Cabs is discussed briefly in this article.
Authors and Affiliations
Dr. Ashok Kumar Panigrahi, Shambhavi Shahi, Amarsingh Rathore
Keywords
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- EP ID EP409614
- DOI 10.9790/487X-2002023037.
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