Grofers: Re-Energizing Kirana Stores through M-Commerce
商品編號：9B16M120
出版日期：2016/07/08
再版日期：2016/07/08
商品來源：Ivey
商品主題：General Management/Strategy; International Business
商品類型：Case (Pub Mat)
涵蓋議題：online grocery;e-business;mobile commerce;food and grocery retail
難易度：4 - Undergraduate/MBA
內容長度：9 頁
地域：India
產業：Retail Trade;
事件年度：2015
In 2014, the food and grocery industry in India experienced a surge in the online grocery market. Before that time, existing e-business players had largely avoided the online grocery market because of its complex logistics requirements and issues related to last-mile delivery, or reaching customers in remote areas. The rise of online grocery businesses raised concerns for brick-and-mortar stores, especially local kirana stores (corner stores), about becoming redundant in the future. With limited or no technology adoption, these kirana stores had no way of going online. Grofers came to the rescue of these local stores with a mobile commerce (m-commerce) model for groceries that promised on-demand delivery within 90 minutes. However, with very low margins in the grocery business compared to lifestyle products, in addition to last-mile delivery and returns complexities, it remained to be seen whether Grofers would be able to carve out a niche in the grocery industry with its innovative model. Considering the low entry barriers and the easily replicable business model, how viable and sustainable was an m-commerce business like Grofers?
教學手冊：8B16M120;
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