Fugumobile: Setting Up a Local Digital Marketing Company in China

This case study describes the challenges Fugumobile Co. Ltd. (referred to as "Fugu") faced in sustaining profitable growth in its business. Founded by two Indian expatriates, Ranjit Singh and Ravi Shankar Bose, Fugu had a humble start in a rented apartment in 2006. It organically grew in China by adapting to the evolving trends in digital marketing. However, Ranjit and Ravi are aware that it is challenging to sustain the growth. Fugu is faced with a critical decision to reach out to a larger client base with the current standardized offerings at affordable prices or position itself as a company with value-added offerings at a premium price. For the first alternative, Fugu needed to reduce costs by improving human resource management and efficiency. The organization also needed to recruit capable staff who were agile and comfortable with multi-tasking. Fugu needed to recruit experienced personnel with a proven track record of delivering high-quality services for the latter strategy. It needed to build an image of a resourceful and capable organization with the ability to handle premium clients.