| Description |
1 online resource |
| Series |
SAGE business cases |
|
SAGE business cases
|
| Summary |
Yaantra reduced the gap between the 'aspiration and affordability' of smartphones by creating a refurbished market of smartphones to cater to the needs of millions of Indians. The growth for the company was huge but there were challenges lurking in the corner, which Yaantra had to address to maintain sustainable growth for the future. One of the challenges was to convince consumers about the reliability of their services, especially since Yaantra was a new entrant into the market of reverse commerce. Reverse e-commerce deals with reverse logistics - from the customer back to the manufacturer. The arena of reverse commerce presented many challenges to Yaantra in terms of reliability of services, competition versus local shops, and strategic issues of direct competition versus co-opting local competition. There was a challenge to create a brand space in the minds of the consumers by suitable service positioning strategies. Competition was also stiff from other refurbished phone sellers both in the online and offline space. The question of collaboration or competing with competitors challenged Yaantra |
| Notes |
Description based on XML content |
| Subject |
Marketing -- Case studies
|
|
Consumer behavior -- Case studies
|
|
Consumer behavior
|
|
Marketing
|
| Genre/Form |
Case studies
|
| Form |
Electronic book
|
| Author |
Dinesh, K. G. Sofi, author
|
|
Rejikumar, G., author
|
| ISBN |
9781071914731 |
|
1071914731 |
|
