Caselet Code : CLSDM001
Publication date : 2005
Subject : Sales and Distribution Management
Industry : e-Commerce
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

The caselet examines Mahamaza.com's successful e-commerce venture of selling consumer products to people in rural India through its website www.mahamaza.com. It also talks about how the website developed its product base. It gives a description of the distribution process followed by Mahamaza.com and discusses the company's foray into store retailing in tier II cities in India.

Issues:

» Distribution system in e-commerce
» Hurdles in developing product base in e-commerce
» Tapping the potential of Indian rural markets

Key words:

Business, e-commerce, website, Online, Brands, Marketing, Villages, LG, Archies, Atlas, Listed, Distribution, Dealers, Cyber Cafes, Commission, Customers.

Questions for Discussion:

1. Even when most of the people living in bigger cities were using offline retail stores to buy products, Mahamaza was able to convince its rural audience to order and buy goods from the Internet. Explain how Mahamaza managed to achieve this.

2. Mahamaza concentrates only on tier II cities and villages. Why do you think it is reluctant to spread its business to metros? Do you think the strategy would work in the long run? Justify.