Kim Ian's Dairy Delights: An Enterprise in Transition

by: Dinah Pura T. Depositario

Publication Date: December 12, 2014
Length: 16 pages
Product ID#: 1-000-900

Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management

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Teaching Note

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Kim Ian Dumagco is realizing that running an independent start-up business is tougher than managing a student start-up. He first launched his goat’s milk-based cream cheese business, Kim Ian’s Dairy Delights, as a student of the University of the Philippines Los Banos. After graduation, he secured other employment but became restless and was encouraged by two friends, who would later become partners, to resurrect the business. Now that the business is growing, Dumagco is facing a dilemma as to whether he should continue with his niche marketing strategy or cater to large institutional buyers with a mass marketing game plan. He is also wondering whether the business should change business models from a sole proprietorship that operates as a partnership to a closed corporation. Students are asked to find solutions to the protagonist’s problems in their reading and discussion of the case.

Teaching Objectives

After reading and discussing the material, students should:

  • Identify and describe the various stages in the enterprise life cycle.
  • Compare and contrast the concerns and challenges faced by Dumagco as his business evolves from a student start-up to an independent start-up.
  • Identify the stage of the enterprise life cycle in which Kim Ian’s Dairy Delights is operating.
  • Assess Dumagco’s mass marketing and niche strategies, and select the better option.