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