In May 2020, the chief executive officer (CEO) of liquor supplier LiqHub was happy about his company’s first success. The first steps of the company in the Indian market went well and the founders were satisfied with the confirmation of the business model by the government. Now they had to figure out how to replicate their success on a larger scale across India. The CEO had to evaluate various growth options and make a decision on which operational strategy would most effectively grow the company during the COVID19 pandemic and in the future. Should the company focus on diversification, product development, penetration, or market development?
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