BELLO Expanding to the International Market: The Search for the Right Business Model for Handcrafted Shoes

BELLO Expanding to the International Market: The Search for the Right Business Model for Handcrafted Shoes

  • Case
  • Teaching Notes
Abstract

BELLO is a Bangladeshi small and medium-sized enterprise that manufactures handcrafted shoes. Despite its small size, BELLO recently expanded its sales to Nepal. Due to its strategy of collecting orders through online platforms such as Facebook and shipping shoes from Bangladesh, BELLO has managed to capture a small market share in Nepal. However, the company now realizes that it needs a better business model than just exporting if it wants to expand its market share in Nepal. After a careful strategic analysis, the company devised three possible business models: strategic alliance, e-commerce, and a physical store. The case invites students to put themselves in the shoes of a business consultant and to recommend a suitable business model for expanding in a new market. This case ...

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