Ramson Industries: Navigating Digital Transformation Challenges

In May 2022, amid the transformative currents of their industry, Kalpesh Shah and Paresh Shah of Ramson Industries (Ramson) confronted the reality that their traditional business model, which was historically heavily reliant on distributors, was facing stagnation. Having partially pivoted to a direct-to-consumer (D2C) strategy during the pandemic, the Shah brothers now considered whether to more fully embrace this new direction. Despite the potential for increased margins and a solution to the issue of unsold inventory, the shift required careful consideration of e-commerce platform dynamics, website development, and the reconfiguration of Ramson’s supply chain. The company’s story was a testament to the complexities of navigating business transformation in a rapidly evolving marketplace, highlighting the strategic deliberations involved in adapting to a new consumer landscape while striving to uphold the values and relationships that had underpinned the business’s success.

This case can be used in an introductory marketing or entrepreneurial marketing course with a module focused on digital transformation and a shift to D2C. This case can be taught at either the undergraduate or graduate levels. By working through the case and assignment questions, students will have the opportunity to do the following:<ul><li>Analyze how the shift from a traditional distributor-based model to a D2C approach can affect a company’s operations, sales, and distributor relationships, evaluating the strengths, weaknesses, opportunities, and threats faced by Ramson during this transition.</li><li>Examine the evolving preferences and behaviours of consumers in the Indian kitchenware market, particularly the shift toward online shopping and the demand for smart kitchen technology.</li><li>Utilize the consumer behaviour model to understand the factors driving these changes and how Ramson can align its product offerings and marketing strategies accordingly.</li><li>Explore the decision-making process involved in selecting between proprietary websites and third-party e-commerce platforms for D2C sales, employing Porter’s five-forces framework to assess the competitive intensity and attractiveness of the online kitchenware market for Ramson.</li><li>Investigate the challenges and strategies in managing the supply chain for D2C sales, focusing on logistics, inventory management, and customer satisfaction. </li><li>Use the supply-chain operations reference model to identify areas for improvement and efficiency gains in Ramson’s transition to a D2C model.</li><li>Identify effective marketing and customer engagement tactics for building a successful D2C brand presence online, analyzing Ramson’s approach to digital marketing, social media, and customer relationship management. </li><li>Apply the seven P’s of the marketing-mix framework to develop a comprehensive strategy that enhances brand visibility, customer loyalty, and market competitiveness in the digital age.</li></ul>

• Marketing, Digital Transformation, D2C