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Pepperfry com Marketing to Manage Customer Experience Case Solution
| Solution Id | Length | Case Author | Case Publisher |
|---|---|---|---|
| 2374 | 903 Words (6 Pages) | Gaganpreet Singh, Sandeep Puri, Sanjit Kumar Roy | Ivey Publishing : W17332 |
A Word File
For Pepperfry operating in the Indian furniture market with an e-commerce, the model was challenging. This was because the customers were still reluctant to conduct online financial transactions and just 18% of the Indian population had access to the internet. In the furniture industry, Pepperfry had a 50% market share which is needed to increase by further enhancing the customer experience and attaining a competitive advantage in this niche category.
Following questions are answered in this case study solution
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Problem Statement
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Situation Analysis
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3C’s Analysis Model
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Alternatives
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Recommendation
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Implementation Plan
Case Analysis for Pepperfry com Marketing to Manage Customer Experience
2. Situation Analysis
SWOT Analysis
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Strengths
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Weaknesses
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Opportunities
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Threats
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3. 3C’s Analysis Model
Customers
The customers were skeptical of financial transactions over the internet because of many challenges in the market. Furthermore, the customers had doubts because of the quality of the internet connection which might cause issues in ordering and not enable the customers to look at the product. The experience centers were only located in the large cities and this increased the sales through the online model. Since this was a product category that required thorough research, the customers were well-aided because of the experience centers.
Competitors
When Pepperfry was launched, two other direct competitors were launched within a few months. While this posed a threat to Pepperfry, its innovative marketing led it to grab 50% market share of the entire furniture market while 10-15% share belonged to non-exclusive or traditional furniture manufacturers. Investors were more attracted by Pepperfry’s experience center model which is why it attracted an investment that was twice as much as competitor Urban Ladder generated in 2016.
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