個案資料
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Meesho: A Game-Changer in Indian E-Commerce
內容大綱
Fashnear Technologies Private Limited (Meesho), a social commerce platform founded in 2015 in Bangalore, India, altered the landscape of the Indian e-commerce industry by allowing individuals and small company owners to start selling goods from suppliers through their own social media accounts. Meesho leveraged social media and messaging platforms to allow anyone to sell products at a profit. Its simple interface allowed resellers to easily access and then showcase available products to their own customers. Meesho focused specifically on Tier 2 and Tier 3 towns, targeting an underserved market, and brought opportunities for individual entrepreneurs and local businesses to reach a wider audience. Meesho expanded since its founding in a competitive e-commerce market that included global giants, established companies, and new entrants. However, by August 2024, could Meesho continue growing and maintain its sustainable position in an increasingly competitive industry?
學習目標
This case is suitable for courses on international business, international management, international marketing, and multinational strategy at the undergraduate and graduate levels. After completion of this case, students will be able to <ul><li>describe the changing landscape of e-commerce in India;</li><li>assess Meesho’s business model and how it differentiated itself from competitors;</li><li>explore how Meesho used its marketing strategy for expansion; and</li><li>analyze Meesho’s options for leveraging growth opportunities in a competitive world.</li></ul>