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Fugumobile: Breaking New Grounds in China
Singh, Kunwar Milind; Trivedi, Shekhar; Jaiswal, Anand Kumar Case IIMA-MAR0535 / Published April 13, 2023 / 20 pages. Collection: Indian Institute of Management, Ahmedabad
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Product Overview

In 2007, Ranjit Singh and Ravi Shankar Bose founded Fugumobile, a digital marketing firm, in Shanghai, China’s financial hub. Fugumobile served a wide range of clients, including multinational companies (MNCs) and domestic Chinese businesses, by providing various digital marketing services such as e-commerce, customer relationship management (CRM), digital transformation, digital campaigns, and social media management. As Fugumobile progressed into a mid-sized company, Singh and Bose aimed to transform their business. However, Fugumobile experienced a decline in revenue growth rate from 2007–08 to 2014–15 and again from 2017–18 to 2019–20. Among its various service verticals, e-commerce was the biggest revenue earner for the company in 2020. The founders recognised the need to remain competitive amid disruptive technologies such as AI, deep learning and machine learning and expanded its services by incorporating AI as its core service. Fugumobile offered various services, with varying revenue growth/decline over the previous five years. This made it difficult to decide which service to prioritise in the future. In addition, they were exploring options for geographic expansion both within and outside the country and identified Vietnam and India as potential candidates for internationalisation. The COVID-19 pandemic brought a sense of urgency to their concerns, and they realised that swift action was required to reverse the fall in revenue growth and set their business on a new course for expansion.



Learning Objectives

The case provides an opportunity for the participants to understand the evolution of China’s digital marketing space and explore how Fugumobile, a mobile marketing agency, can navigate the changing marketplace reality and reshape its service verticals. After reading and discussing the case, participants should be able to understand the attributes of China’s digital marketing industry, analyse the factors that shape the progression of a mobile marketing agency in China, evaluate how digital marketing agencies adapt and evolve in China’s technologically driven dynamic competitive landscape, assess the service portfolio and future service offerings of a stand-alone digital marketing agency, and identify and evaluate alternative business plans that could help sustain steady growth in an agency’s business.


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  • Overview

    In 2007, Ranjit Singh and Ravi Shankar Bose founded Fugumobile, a digital marketing firm, in Shanghai, China’s financial hub. Fugumobile served a wide range of clients, including multinational companies (MNCs) and domestic Chinese businesses, by providing various digital marketing services such as e-commerce, customer relationship management (CRM), digital transformation, digital campaigns, and social media management. As Fugumobile progressed into a mid-sized company, Singh and Bose aimed to transform their business. However, Fugumobile experienced a decline in revenue growth rate from 2007–08 to 2014–15 and again from 2017–18 to 2019–20. Among its various service verticals, e-commerce was the biggest revenue earner for the company in 2020. The founders recognised the need to remain competitive amid disruptive technologies such as AI, deep learning and machine learning and expanded its services by incorporating AI as its core service. Fugumobile offered various services, with varying revenue growth/decline over the previous five years. This made it difficult to decide which service to prioritise in the future. In addition, they were exploring options for geographic expansion both within and outside the country and identified Vietnam and India as potential candidates for internationalisation. The COVID-19 pandemic brought a sense of urgency to their concerns, and they realised that swift action was required to reverse the fall in revenue growth and set their business on a new course for expansion.

  • Learning Objectives

    Learning Objectives

    The case provides an opportunity for the participants to understand the evolution of China’s digital marketing space and explore how Fugumobile, a mobile marketing agency, can navigate the changing marketplace reality and reshape its service verticals. After reading and discussing the case, participants should be able to understand the attributes of China’s digital marketing industry, analyse the factors that shape the progression of a mobile marketing agency in China, evaluate how digital marketing agencies adapt and evolve in China’s technologically driven dynamic competitive landscape, assess the service portfolio and future service offerings of a stand-alone digital marketing agency, and identify and evaluate alternative business plans that could help sustain steady growth in an agency’s business.