In fifty years, Casas Bahia has grown from one man selling blankets and bed linens door-to-door to the largest retail chain in Brazil, offering electronics, appliances, and furniture. With its emphasis on serving the poor customer, its low prices, and credit determined by payment history rather than formal income (70% of CB customers have no formal or consistent income), Casas Bahia grosses over a billion US dollars a year, and has invoked deep loyalty in its customers.
Casas Bahia: Fulfilling a Dream
by: C.K. Prahalad
Publication Date: December 1, 2010
Length: 24 pages
Product ID#: 1-429-148
Core Disciplines: Base of the Pyramid, Entrepreneurship & Innovation, Strategy & Management
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Teaching Objectives
After reading and discussing the material, students should:
- Describe appropriate business terms and principles
- Apply critical concepts to define a solution to the case,
- Successfully articulate data and information in support of the solution proposed,
- Critically analyze and discuss other responses and solutions to the case,
- Draw lessons from the case analysis,
- Generalize the case's teachings to other business challenges and decisions in organizations other than the one analyzed in this case study,
- Demonstrate leadership and scholarship in analysis.