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The self-storage market is benefited by the trend of high house price, and therefore, continues to grow in past years. This thesis investigates the manager of Store-Friendly Nanjing branch, CoCo, who decided to extend the second branch when the space utilization reached 60%. This decision increased financial leverage risk, the overall operating costs and was not conversant with their brand management rules, also caused the allocation issues of internal resources for uncertain future market.
This case study is targeted to discuss how CoCo found the change opportunity and made the company's most powerful decision-making. Subjects include how to use external resources to enhance customer satisfaction in order to change of business expansion in the lowest minimum investment situation. Applications of the theory include business strategy, business model innovation, and user experience.
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