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Modern Furniture: Plugging into Online Market

CASELET, DIGITAL MARKETING
ET CASES, 6 Pages
AUTHOR(S) : Prof. Bhargav Revankar, Associate Professor, Global Business School, Hubli, Karnataka and Farheen Khan

Case Preview

Modern Furniture: Plugging into Online Market

Modern furniture was founded by Mr Rihan Khan Pathan in the year 1967, on Pune-Bangalore Road, Dharwad a district place in North Karnataka, India. Modern Furniture is a small-scale manufacturer of office furniture, sofas, chairs, storage furniture,Home decorations, study table, TV table, kitchen cabinets and cots in a factory in Dharwad city. ..............

Furniture Industry- Country perspective

In India furniture industry is highly fragmented, with a furniture store in the city or District place where large number independent tiny manufacturing units supply to these stores. Traditionally, wooden furniture was preferred by individual customers, where as institutions preferred steel furniture. The average furniture replacement cycle in India is seven years for homes and four-five years for institutions. Due to growing trends people tend to change interior at regular intervals. This fuelled a demand for home furniture.

Karnataka is rich as cultural heritage and influence of Mughals to British wooden designs in the furniture. Dharwad city being identified as education hub of north Karnataka, traditional designs are in practice with slow and significant change towards modern and trendy styles.

The product designs shift is basically by influence of migrant students from PAN India to Dharwad. As Dharwad is the education hub, more institutional customers are present comprising of schools and colleges of district and surrounding places....................

Exhibits

Exhibit I: Billings’s Year Wise

Exhibit II: Proposal {Select (one or many)}

Exhibit III: Views of Digital marketing & Modern furniture

Teaching Note Preview

Modern Furniture: Plugging into Online Market

Synopsis

In the year 1967, MrRihan Khan Pathan, founded Modern Furniture. Later Mr.Adam Khan, Proprietor of the firm since 2005. In the year 2019, he thought to have Modern Furniture online where customers could buy furniture and have it delivered to their home or office. This could be his venture to be online venture will be an extension of his brick-and-mortar store, which had been very successful in Dharwad city, an Education city in the southern Indian state of Karnataka. Although Modern Furniture had customer, most of them are individual householders, then the firm got intoboth B2B and B2C services.

Unlike individual house holders who are more concerned with quality and price, B2B customers like schools, college , small offices wanted larger quantities at competitive prices. He wondered whether he should stick to his original plan of targeting individual customers or shift his focus to the business houses. He felt that he did not have the resources to pursue both customer segments simultaneously.

Learning Objectives

The instructor can use this case to fulfill the following learning objectives in a class on entrepreneurship:

• To discuss the boon & bane of getting an business into online marketing

• To discuss and analyze online marketing opportunities in B2B and B2C markets

• To analyze the key factors affecting online buying in B2B and B2Cmarkets

• To discuss the CRM practices, offline and online

• To discuss the e-marketing strategies to a business house.

Assignment Questions

I. Can Modern furniture opt Digital marketing for both B2B & B2C customers? (Digital statistics of the case)

II. What are the two basic online business models?................

III.........................

IV.........................

V.........................

Case Positioning and Setting

E-entrepreneurship, or online entrepreneurship or online marketing, is it a new dimension of entrepreneurship? This case can be used in an online marketing/ entrepreneurship course. This case is also appropriate for an elective course on e-marketing/E-entrepreneurship. It may also be used in an introductory case for regular BBA/MBA/PGDBM programs, a B2B& B2C business course or an e-business.

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Abstract

In the year 1967, MrRihan Khan Pathan, founded Modern Furniture. Later Mr.Adam Khan, Proprietor of the firm since 2005. In the year 2019, he thought to have Modern Furniture online where customers could buy furniture and have it delivered to their home or office. This could be his venture to be online venture will be an extension of his brick-and-mortar store, which had been very successful in Dharwad city, an Education city in the southern Indian state of Karnataka. Although Modern Furniture had customer, most of them are individual householders, then the firm got intoboth B2B and B2C services.

Unlike individual house holders who are more concerned with quality and price, B2B customers like schools, college , small offices wanted larger quantities at competitive prices. He wondered whether he should stick to his original plan of targeting individual customers or shift his focus to the business houses. He felt that he did not have the resources to pursue both customer segments simultaneously.

Pedagogical Objectives

The instructor can use this case to fulfill the following learning objectives in a class on entrepreneurship:

  • To discuss the boon & bane of getting an business into online marketing
  • To discuss and analyze online marketing opportunities in B2B and B2C markets
  • To analyze the key factors affecting online buying in B2B and B2Cmarkets
  • To discuss the CRM practices, offline and online
  • To discuss the e-marketing strategies to a business house.


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- Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)

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