Casas Bahia - Marketing to the Poor

            
 
Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Casas Bahia - Marketing to the Poor case study (Case Code: MKTG102) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

» Marketing Case Studies
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search




Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

Case Code : MKTG102 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

Themes

NULL
Case Length : 14 Pages
Period : 1997-2005
Pub Date : 2005
Teaching Note : Not Available
Organization : Casas Bahia
Industry : Retailing
Countries : Brazil

Abstract:

Casas Bahia is the largest retail chain store in Brazil. It was one of the first companies to offer the highly successful credit sales schemes in Brazil mainly aimed at selling electronic and other household products to the urban poor.

The case highlights the marketing strategies of Casas Bahia and explains how the company was able to unlock the enormous purchasing power of Brazil's low income working class by providing them credit finance schemes wherein the customers could purchase branded consumer goods in easy installments.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

• Study and analyze the unique and innovative business model of Casas Bahia.

• Critically examine the marketing strategy of Casas Bahia that concentrated on the bottom of the pyramid (BoP) market.

• Understand the importance and potential of BoP market.

• Analyze the reasons for Casas Bahia's success.

• Examine the nature of criticism against Casas Bahia's marketing strategy and the loop holes in its business model.

Contents:

  Page No.
Introduction 1
Background Note 2
Serving the Urban Poor 3
The Business Model 5
The Criticism 8
Exhibits 10

Keywords:

Casas Bahia Bottom of the Pyramid Marketing Credit Financing to Urban Poor Credit Analyst Business Model Installment Sales Mass Marketing

Casas Bahia - Marketing to the Poor - Next Page>>

 

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.