Fabmart's e-Tailing Model|IT and Systems|Case Study|Case Studies

Fabmart's e - Tailing Model

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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.

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Case Details:


Case Code : ITSY024 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra


Internet Companies
Case Length : 14 Pages
Period : 1999-2002
Pub Date : 2002
Teaching Note : Available
Organization : Febmart
Industry : Electronic Retailing
Countries : USA


The case deals essentially with the e-tailing model of Fabmart.com. Fabmart was launched as a site for online shopping and later ventured into the opening of physical outlets. The case takes a look at how Fabmart maintained a balance between its online portal along with its physical stores. It discusses in detail the promotional schemes launched by the company and why it chose Microsoft as its platform. It elaborates on the design of the site and the steps involved in shopping online. It explains how different companies make use of the site to promote their products. It also looks into Fabmart's fulfillment and payment mechanisms and gives a brief note on its major competitors.

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  Understand the e-tailing strategy adopted by Fabmart and discuss the primary reasons for its success.


  Page No.
Introduction  1
Balancing Brick and Mortar, and Click and Portal  2
A Step Ahead of the Rest  4
Shopping at Fabmart  5
Fulfillment and Payment Mechanisms  7
A Means to Target Promotions  7
A Long Journey Ahead  8
Exhibits 10


E-tailing, Fabmart.com, online shopping, physical outlets, Fabmart, online portal, physical stores, promotional schemes, Microsoft, platform, shopping online, companies, site, fulfillment and payment mechanisms, competitors.

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