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Case
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Reference no. 811-056-1
Subject category: Entrepreneurship
Authors: Ridhi Agarwal (International School of Business & Media, Kolkata)
Published in: 2011

Abstract

This management case study is about a young web-based start-up in Calcutta, India. It is an on-line book-rental library business. The case highlights various issues that a new venture faces. It gives details about the pricing strategy chosen by the organisation and the various attempts to match up to the competitors’ pricing. The case takes the students through the ups and downs of the various pricing patterns chosen vis-a-vis the competition. The case next highlights the inventory, procurement and management system. It talks about the problems faced with lack of capital investment as well as storing and warehousing. It highlights the various marketing and sales activities undertaken by the organisation. Since a start-up has a dearth of funds, their biggest challenge was to reach to out to maximum people at a low cost. This case gives a very good idea about the various e-marketing options available and the various promotional activities that can be undertaken even with a low budget. This case is apt for young management and entrepreneurship students and will give them a very good idea of the trials and tribulations of starting their own venture.
Location:
Size:
Small organisation. Start-up capital of Rs 200,000
Other setting(s):
January 2009 to date

About

Abstract

This management case study is about a young web-based start-up in Calcutta, India. It is an on-line book-rental library business. The case highlights various issues that a new venture faces. It gives details about the pricing strategy chosen by the organisation and the various attempts to match up to the competitors’ pricing. The case takes the students through the ups and downs of the various pricing patterns chosen vis-a-vis the competition. The case next highlights the inventory, procurement and management system. It talks about the problems faced with lack of capital investment as well as storing and warehousing. It highlights the various marketing and sales activities undertaken by the organisation. Since a start-up has a dearth of funds, their biggest challenge was to reach to out to maximum people at a low cost. This case gives a very good idea about the various e-marketing options available and the various promotional activities that can be undertaken even with a low budget. This case is apt for young management and entrepreneurship students and will give them a very good idea of the trials and tribulations of starting their own venture.

Settings

Location:
Size:
Small organisation. Start-up capital of Rs 200,000
Other setting(s):
January 2009 to date

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