Subject category:
Marketing
Published by:
IBS Center for Management Research
Length: 10 pages
Data source: Published sources
Topics:
e-Commerce; Digital marketplace; Localization; Niche marketplace; Vendor management; Niche marketing; Small business empowerment; Customer-centric approach; Competitive analysis; Deep discounting; Customer-driven marketing strategy; Segmentation; Targeting; Global expansion; Market penetration
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Abstract
The case 'Etsy's Growth Strategy in India: Empowering Artisans' discusses the business growth strategy of global online marketplace for unique and creative goods, Etsy, Inc (Etsy) in India. The case discusses the way Etsy aided its Indian sellers - mostly artisans with traditional skills and expertise in crafting handmade goods - through customized onboarding and marketing help. Etsy focused heavily on independent designers with restricted capital or traditional artists operating in remote regions. The case takes an in-depth look at Etsy's various initiatives to build its sellers' business that included conducting workshops aimed at acquainting both current and prospective sellers with buyers; providing a social media connect between buyers and sellers; and imparting training to the sellers in various skills. The case also discusses how Etsy, a niche-focused e-Commerce marketplace, handled the competition. Considering that the current deep discounting models adopted by most e-Commerce companies cannot be sustained for a long time, can Etsy redefine the e-Commerce space, especially in India?
Geographical setting
Region:
Asia
Country:
India
Featured company
Etsy, Inc
Employees:
1001-5000
Turnover:
USD 2.713 billion
Type:
Public company
Industry:
e-Commerce
Other keywords:
Etsy; Artisans; Unique selling proposition; Hipsters; Rural artisans; Cottage industry; Indian handicraft industry; Small-scale sellers; Competitive advantage
Featured protagonist
- Pankaj Jathar (male), VP and Country Head
About
Abstract
The case 'Etsy's Growth Strategy in India: Empowering Artisans' discusses the business growth strategy of global online marketplace for unique and creative goods, Etsy, Inc (Etsy) in India. The case discusses the way Etsy aided its Indian sellers - mostly artisans with traditional skills and expertise in crafting handmade goods - through customized onboarding and marketing help. Etsy focused heavily on independent designers with restricted capital or traditional artists operating in remote regions. The case takes an in-depth look at Etsy's various initiatives to build its sellers' business that included conducting workshops aimed at acquainting both current and prospective sellers with buyers; providing a social media connect between buyers and sellers; and imparting training to the sellers in various skills. The case also discusses how Etsy, a niche-focused e-Commerce marketplace, handled the competition. Considering that the current deep discounting models adopted by most e-Commerce companies cannot be sustained for a long time, can Etsy redefine the e-Commerce space, especially in India?
Settings
Geographical setting
Region:
Asia
Country:
India
Featured company
Etsy, Inc
Employees:
1001-5000
Turnover:
USD 2.713 billion
Type:
Public company
Industry:
e-Commerce
Other keywords:
Etsy; Artisans; Unique selling proposition; Hipsters; Rural artisans; Cottage industry; Indian handicraft industry; Small-scale sellers; Competitive advantage
Featured protagonist
- Pankaj Jathar (male), VP and Country Head