個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
DesiFirangi.com: Building a Niche E-commerce Portal
內容大綱
DesiFirangi.com was an online women’s apparel retailer in India. Started in November 2014, DesiFirangi catered to the fashion needs of modern Indian women with international style. Within the short span of its operations, the company had established itself as a niche electronic retailer of lingerie, nightwear, and clubwear. However, the online apparel market in India was highly crowded, and the fledging company faced stiff competition from a number of established and upcoming players. Given this intense competition in the market, DesiFirangi was incurring high marketing and customer acquisition costs, which were hurting the company’s bottom line. In order to increase revenues, DesiFirangi's founders needed to find ways to increase the number of unique visitors to the site, and convert more visitors to buyers.
學習目標
This case can be used to encourage students to think critically about different courses of action that can be taken by an e-commerce start-up to increase its brand awareness and attract more customers. It can also be used to do the following:<br><ul><li>Help students understand the complexities and opportunities associated with electronic retailing (e-retail).</li><li>Provide insights into the challenges involved in building and growing an e-commerce company.</li><li>Develop an understanding about different facets of online advertising, including search engine optimization, search engine marketing, and social media marketing.</li></ul>