the growth is through the partnership with other brands. It has achieved success through the
procedure in India, so the same approach can create growth and exposure for the firm in
Singapore as it is also the investment hub for much international monetary organization.
Foreign office and regional centers
Jugnoo needs to decentralize the authority from one location. As Chandigarh, Jugnoo has few
offices in India. As it faces the challenges for normal execution of its services for customer and
customer experience and customer satisfaction suffers through delay in decision making. To have
the competitive edge in the international market Jugnoo needs to take a decision quickly as per
the market trends, so it is necessary for Jugnoo to open the International headquarter in
Singapore and different regional centers for better customer support service.
What Need to be Addressed
The paper has identified four critical issues which Jugnoo should address to gain a competitive
advantage to the market. They are discussed below.
Critical Issues 1: Rely on Word-of-Mouth Strategy
Jugnoo utilized its own network of drivers as brand ambassadors and adopted a word-of-
mouth strategy to market itself to customers. On the other hand, “Ola used aggressive marketing
strategies to reach out to customers” and already ruled the taxi market.
How it is Manifested
The public relation manager of Jugnoo believed that the company's marketing strategy
should be focused on building long-term sustenance more than short- term buzz. Therefore, he
was giving preference to word-of-mouth strategy and believed Jugnoo generated customers at its
own pace. Through digital and app-based marketing, user-referral campaigns, and social media
promotions, Jugnoo engaged with customers for scaling up the demand.
Why it is Happening
The marketing strategy of the company was not competitive enough to sustain in the
market where its competitors are using aggressive marketing strategy. The drivers were the brand