Trigold Infra: the enigma of expansion

Learning outcomes After completion of the case study, students will be able to understand the business model of a real estate firm; assess the existing aspects of Trigold Infra Developers; evaluate the options for expanding a real estate firm’s geo-footprints; and create strategies and approaches that can effectively craft and surmount these hurdles, thereby deepening their understanding on strategic management, ethical business practices and in the decision-making of establishing a business framework. Case overview/synopsis The case documents “Trigold Infra Developers”, a real estate firm which was founded by Devesh Srivastava in Lucknow, India. Srivastava had worked as an employee with a real estate firm named Shine City in Lucknow. He was associated with this company for a few years wherein he had worked from scratch. Eventually, he decided to launch his own real estate venture and developed his firm’s marketing strategy by drawing on the latest market scenario drivers and ethical practices. The firm was operating well during its formative years, but Srivastava thought of expanding the company’s operations beyond the geographical boundaries of his state. Subsequently, the core dilemma encountered by Srivastava in December 2022 was whether he should expand his business operations in the city of Bharatpur during the nascent stage of his business, as the city was an absolutely new market space for him. The repercussions of expansion could significantly impact the current financial operations of the company, which was currently in a profit zone. Srivastava had to decide the need to account for uncertainty with the competitive dynamics. Should Srivastava go ahead with the expansion to Bharatpur at this stage? If so, what structure and strategy should the company adopt to manage dual-city operations without compromising their quality or reputation? Learners will analyse the monetary implications of this decision, with a focus on entrepreneurship in real estate segment, expansion of geo-footprints in real estate segment and risk-taking in the real estate of an emerging economy. Complexity academic level This case study is designed for Master’s programs in Management or Master of Business Administration electives in marketing and strategic management. It is also a good fit for working professionals such as executives and managers. Supplementary materials Teaching notes are available for educators only. Subject code CCS 3: Entrepreneurship