MAXIMIZING CUSTOMER VALUE AT THE CAGE

摘要

It was 8 a.m. on Saturday morning, and Sanjay Danani had come in early to his office at The Cage in Kallang, Singapore. He still had an hour before his scheduled futsal game (a form of soccer played indoors on a hard court) with a group of friends. The 9 a.m. game has become a regular exercise session for the 10 of them, all in their 50s, ever since Sanjay and his business partner, Rajesh Mulani, founded The Cage in 2005. He was proud of what he and Rajesh had created-a fully homegrown company where people can play a game of their favorite sport, rain or shine, at any time of the day with friends and family. It isn't only an avenue for fitness but also social interaction. Despite the venue's apparent attractiveness, recent trends and developments that could impact the business were very much on Sanjay's mind, including youths' preference for online games, identifying ways to improve female participation, a push for cashless transactions, and consideration of a potential expansion into a new location.