Aakash Book Store

Abstract

This case discusses possible entry strategy of Aakash Book Store into Ahmedabad market. The chain store was operating in the state of Kerala. The owner of the chain, Aakash Shetty was evaluating possible entry into the city, and he was thrilled by the report presented by a group of students from Indian Institute of Management, Ahmedabad. Aakash identified three sites and evaluated the business potentials in these sites. He was planning to open some stores in the shopping malls and some in shopping complexes. He was planning to open stores by March 2007. However, he had to receive funding from bankers and get family support for this venture. Above all the most important issue was to decide kind of format and the exact location for opening stores.