學門類別
最新個案
- Leadership Imperatives in an AI World
- Vodafone Idea Merger - Unpacking IS Integration Strategies
- V21 Landmarks Pvt. Ltd: Scaling Newer Heights in Real Estate Entrepreneurship
- Snapchat’s Dilemma: Growth or Financial Sustainability
- Did I Just Cross the Line and Harass a Colleague?
- Predicting the Future Impacts of AI: McLuhan’s Tetrad Framework
- Porsche Drive (A) and (B): Student Spreadsheet
- Porsche Drive (B): Vehicle Subscription Strategy
- TNT Assignment: Financial Ratio Code Cracker
- Winsol: An Opportunity For Solar Expansion
Baobab Clean Technologies: Zeroing In on Business Markets
內容大綱
The India-based company Baobab Clean Technologies was founded in September 2011 with a business model based on the premise of safety and sustainability for electronic waste. The company facilitated the disposal of computers and electronic products for consumer and trade channels. It refurbished and sold products with a bundle of services like point-to-point delivery, installation, warranty, and support. Sales had started improving during the COVID-19 pandemic, and the protagonist was considering the way forward into the next level of growth. The case revolves around the application of various concepts related to business-to-business marketing, including value creation, value delivery, channel positioning, and marketplace equity.
學習目標
This case is suitable for undergraduate- and graduate-level courses in marketing or management. Instructors may find it useful for courses in business-to-business (B2B) marketing, industrial marketing, sales and distribution management, or marketing management. The case study is intended to stimulate a discussion about Baobab’s marketing strategy and how the company can move to the next level of growth in the refurbished business sector category of electronic appliances, computers and related products.<br><br>The central problem in the case, around which most of the class discussion can revolve, is the company’s approach toward the process of value creation and value delivery to customers by working on the functions of sourcing and refurbishing operations. Other aspects of discussion could be the marketing strategy through appropriate channel positioning and creating marketplace equity through channel and reseller equity. Students should be able to appreciate the process of value creation in order to evolve as managers. After working through the case and assignment questions, students will be able to do the following:<br><ul><li>Understand the concepts of value creation and value delivery in B2B marketing.</li><li>Apply the concepts of channel positioning, marketplace equity, channel equity, and reseller equity in the given context.</li><li>Develop an ability to give suggestions to the protagonist to take the company to the next level of growth in the given situation.</li></ul>