Ivey Publishing

Product Details

WoodBarn India: Trying to Break a Concrete Mindset
Product Number:
9B14A072
Publication Date:
05/07/2015
Revised Date:
04/14/2015
Length:
9 pages (6 pages of text)
Product Type:
Case (Field)
Source:
Ivey
WoodBarn India was a construction company specializing in wooden houses and buildings. The company had worked primarily for business-to-business buyers but was fairly successful in earning a good reputation. However, to make profits, WoodBarn needed to tap into the Indian middle-class housing market, which was largely dominated by brick-and-mortar houses. The major challenge was to educate consumers and break the existing mindset that wooden houses were non-durable. Additional challenges related to procurement since the required raw material was not available in the domestic market and obtaining the same increased the final price of the product.
Learning Objective:
This case is applicable for a marketing management course or courses in marketing communications and business strategy. After discussing the case, students will be able to:
  • Apply segmentation techniques to break up a market into homogeneous groups with similar needs.
  • Use segmentation techniques with company capabilities to target specific market segments.
  • Analyze the role of a positioning strategy and how it can be developed for a new product.
  • Design and apply communication strategies, keeping in mind the target audience and right media choice.
  • Realize the need for a communication strategy for a new product to break customer mindsets.
  • Select a generic strategy based on the market conditions and the resources available to the company.
Issues:
Disciplines:
Marketing,  Entrepreneurship
Industries:
Construction
Setting:
India, Small, 2013
Intended Audience:
MBA/Postgraduate
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
$4.50 CAD / $4.25 USD Digital Download
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