Bodega Aurrera: eCommerce at the Base of the Pyramid

Name: Bodega Aurrera: eCommerce at the Base of the Pyramid (English version)
SKU: 322059

Chu, Michael; Rodr???íguez Arregui, ????lvaro; Larangeira, Carla; Buitrago, Jenyfeer Martinez

Product #:322059

Supplier:Harvard Business School

Discipline:Strategy

Setting:Mexico, 2020

Details:Case (PDF) • 32 pages • 2021-10-25 (Rev: 2021-11-22)

Subjects:

Strategy

Geography:

Mexico North America

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$12.40

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Learning Objectives

The case will provide the basis for students to: 1) Assess the likelihood of success/failure of a new, unfamiliar digital retail model for the base of the socioeconomic pyramid. This will require students to reflect on the key factors behind successful business models at the base of the pyramid and to what degree they are present or not in the proposed platform. Accordingly, it is ideal as part of a course on the subject. 2) Become familiar with the impact of the digital age on the supermarket industry in general, the conceptual models under discussion (separate web stores for food and general merchandise or a single one) and the various factors necessary to implement an eGroceries solution (internal -- from choice of technology and corporate approval to additional capabilities at store-level and changes in management incentive systems; and external: customer buy-in and adoption.) 3) Understand the steps needed to introduce eCommerce to base of the pyramid customers (in this case, a multi-year process). 4) Assess the qualities behind effective business leadership and the balance required between various competing pressures. 4) Observe a woman leader in action.