Casas Bahia - Marketing to the Poor |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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"If we stop thinking of the poor as victims or as a burden and start recognizing them as resilient and creative entrepreneurs and value-conscious consumers, a whole new world of opportunity will open up."1 - C. K. Prahalad, Professor of Business Administration, University of Michigan. "My talent is trusting the poor and giving the poor good service. Many poor have a better character than the rich. I was poor once."2 - Samuel Klein, Founder of Casas Bahia. "We speak a language that our clients understand -- instalments. And we are sparing them a trip to the bank for a loan."3 - Michael Klein, Chief Financial Officer, Casas Bahia. Introduction
Somebody advised her to visit the Casas Bahia stores. She went to the nearest store. There, she was asked to fill up a simple loan application form and was told that she could buy the kitchen set. At last, she became a proud owner of a kitchen set, a luxury among the lower income groups of Brazil (Refer Exhibit I for a snap shot of Brazil).
Casas Bahia - Marketing to the Poor - Next Page>> 1] "C.K. Prahalad thinks there can be a win-win relationship between business and the poor," The Economist, August 21, 2004. |
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