A Cheese Producer Pursues a New Market through E-commerce: The Case of Mohamed Bakkar

by: Kristin Babbie Kelterborn

Publication Date: May 6, 2021
Length: 10 pages
Product ID#: 3-090-835

Core Disciplines: Entrepreneurship & Innovation, International Business, Marketing/Sales, Social Impact, Strategy & Management

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Teaching Note

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When Mohamed Bakkar started Besma in 2016, he was among the few producers of Syrian-style cheese in Istanbul. About five years later, while Bakkar had a customer base of ten Syrian-owned stores in the Turkish metropolis, the Syrian-style cheese market had become crowded with competitors and he did not have a strategic plan for growth. Thus, he decided to consider selling directly to individual customers and create an e-commerce website to expand his reach. The purpose of this case is to build understanding of the role of e-commerce and social media marketing in expanding a business’s customer base and reaching a new target market.

This case is part of a four-case collection, each about a real entrepreneur with a business operating in the Turkish food and agriculture sector. Other cases in the collection include:

  • A Social Entrepreneur Explores Alternative Business Models During the COVID-19 Pandemic: The Case of Rawan Hudaifa (WDI # 2-918-962)
  • Following the Scent to Success to Grow her Rose Water Business: The Case of Zeina Wazzan (WDI # 2-945-000)
  • An Artisanal Bread Baker Diversifies her Product Line: The Case of Devrim Mumcuogullari (WDI # 1-121-143)

Teaching Objectives

After reading and discussing the material, students should:

  • Understand how to use e-commerce to reach a new target market.
  • Understand how to utilize social media as a marketing tool.
  • Apply the buyer’s journey framework to create targeted messaging for different audiences.