{"title":"Bricks or clicks? Marketing dilemmas at Dawlance","authors":"Farah Naz Baig","doi":"10.1177/20438869221145700","DOIUrl":null,"url":null,"abstract":"Hasan Jameel, chief marketing officer at Dawlance, faced a strategic dilemma during the Covid pandemic. Founded in 1980, Dawlance was the leading home appliances company in Pakistan. Its products were distributed mainly through the dealer network to the end customers. The coronavirus pandemic led to lockdowns and disruption in the availability of goods. Jamil knew that this was the right time to go digital with their high-ticket appliances business. However, that move may create a backlash from the existing 1800 distributor spread all across the country. Covid was at its peak and he had to find a solution for the stagnant sales. Should he create an e-commerce platform or should he utilize the traffic of the biggest marketplace, Daraz, or should he use a combination of channels? His core target group included married couples in the urban and semi-urban centers. Would channel additions help him retain customers who were having issues during the pandemic? His team was unwilling to add the online channel option as they believed it would lead to a dealer backlash. He had 3 months and five million rupees to get the sales back on track.","PeriodicalId":37921,"journal":{"name":"Journal of Information Technology Teaching Cases","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Information Technology Teaching Cases","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/20438869221145700","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
Hasan Jameel, chief marketing officer at Dawlance, faced a strategic dilemma during the Covid pandemic. Founded in 1980, Dawlance was the leading home appliances company in Pakistan. Its products were distributed mainly through the dealer network to the end customers. The coronavirus pandemic led to lockdowns and disruption in the availability of goods. Jamil knew that this was the right time to go digital with their high-ticket appliances business. However, that move may create a backlash from the existing 1800 distributor spread all across the country. Covid was at its peak and he had to find a solution for the stagnant sales. Should he create an e-commerce platform or should he utilize the traffic of the biggest marketplace, Daraz, or should he use a combination of channels? His core target group included married couples in the urban and semi-urban centers. Would channel additions help him retain customers who were having issues during the pandemic? His team was unwilling to add the online channel option as they believed it would lead to a dealer backlash. He had 3 months and five million rupees to get the sales back on track.
期刊介绍:
The Journal of Information Technology Teaching Cases (JITTC) provides contemporary practical case materials for teaching topics in business and government about uses and effectiveness of technology, the organisation and management of information systems and the impacts and consequences of information technology. JITTC is designed to assist academics, scholars, and teachers in universities and other institutions of executive education, as well as instructors of organizational training courses. Case topics include but are not restricted to: alignment with the organization, innovative uses of technology, emerging technologies, the management of IT, including strategy, business models, change, infrastructure, organization, human resources, sourcing, system development and implementation, communications, technology developments, technology impacts and outcomes, technology futures, national policies and standards.