Onlymobiles.com: Redefine the Pricing Strategy

Anuj Pal Kapoor and Madhu Vij
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Anuj Pal Kapoor: University of Delhi, India
Madhu Vij: University of Delhi, India

Asian Case Research Journal (ACRJ), 2019, vol. 23, issue 02, 399-414

Abstract: Mr. Shrutam Desai, the 38-year-old founder of Onlymobiles.com, was always ahead of the market trend. His love for travelling exposed him to various geographies, demographics and cultures and as a result, he was always ahead of the market curve in predicting the market dynamics. Onlymobiles. com was competing with hundreds of online as well offline retailers in the mobile phones and accessories market. Onlymobiles.com, were selling mobile and smart phones of smaller ticket size and most of the orders were purchased with CoD (cash on delivery) option. While, CoD was essential for sustainable and profitable growth, it posed challenges for the business.In order to compete with the established players and, at the same time, be profitable, Desai examined the options that would help Onlymobiles.com create its niche in the market. He weighed between a change in the retail strategy or a change in the service strategy for Onlymobiles.com.

Date: 2019
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DOI: 10.1142/S0218927519500160

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