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?................
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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.