Rainbow Children’s Medicare Limited (RCML) was established in 1999 in Hyderabad, India, with the aim of providing high-quality maternal and child healthcare. It has recently been publicly listed on the Bombay and National Stock Exchange. While RCML has established itself as a trusted name in high-quality maternity and children care, it was still necessary to chart out a roadmap on how best to leverage the clinical expertise that they had developed. Geographic expansion and vertical integration into Artificial Reproductive Technology (ART) were two major options that looked lucrative. However, all growth options required carefully balancing stakeholder expectations and navigating the competitive dynamics in the industry.

Learning Objectives

• To analyse the external and internal environment of a firm using relevant frameworks
• To understand the factors contributing to the competitive advantage of the firm
• To create a balanced view of how external and internal factors can be leveraged by a firm amidst the competitive dynamics
• To devise a strategic plan to grow and expand a firm