Tapping Untapped Markets: A Case Study of a Service Provider

During the 20th century, many of the companies in Pakistan were struggling as they started of copying what the leaders were doing in the market space and entitled themselves as a "me-too" organization in the end. Companies rather than focusing on creating a new market for themselves, indulge themselves in activities that the successful organizations were doing at that time, which made their market stagnant and their growth stationary. This case is about how "Aik-Mint" adopted the concept of providing services at your door step, for the cosmetic changes that the household requires, but with a twist. Aik-Mint rather than copying the norms prevailing in the market space, devised a blue ocean strategic move for themselves. This strategy has helped them to cater the untapped market space and win over the competitors by converting the non-customers into customers.