Aries Catering and Aries Tours of Armenia: Case Overview Case Summary Here are the key facts presented in the case: Avetik Ghukasyan is in a fortunate position; he is one of the few entrepreneurs who has been able to build a profitable business from scratch. Here are the critical issues presented in the case: Avetik is facing some pressing problems arising from the state of his native country, Armenia, which is also the headquarters and operational base for his business, Aries Catering and Aries Tours. In a nutshell, the problems facing Avetik are as follows: (a) Labor, (b) the legal and bureaucratic infrastructure, and (c) competition. Avetik’s problems are particularly difficult because they are embedded in cultural considerations. Each...The end:
.....s. In addition, Avetik should translate his first mover status into competitive advantage by turning it into a branding theme. Even if Avetik cannot match the economies of scale created by the larger companies, he could turn his operational history into a branding advantage. For example, Avetik could launch a Web advertising campaign emphasizing his status as a first mover, which would allow him to charge a brand premium to foreign customers in particular. References Bernstein, D.A., Penner , L.A., & Clarke-Stewart, A. (2007). Psychology. New York, NY: Cengage . Cohen, W.A. (2004). The art of the strategist: 10 essential principles for leading your company. New York, NY: AMACOM Vroom, V. (1964). Work and motivation. New York, NY: Wiley.