Case Name :      WoodBarn India: Trying to Break a Concrete Mindset

Authors :           Subhadip Roy, Subhalaxmi Mohapatra

Source :             Ivey Publishing

Case ID :           W14783

Discipline :        Marketing

Case Length :    09 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

WoodBarn India was a construction company specializing in wooden houses and buildings. The company had worked primarily for business-to-business buyers but was fairly successful in earning a good reputation. However, to make profits, WoodBarn needed to tap into the Indian middle-class housing market, which was largely dominated by brick-and-mortar houses. The major challenge was to educate consumers and break the existing mindset that wooden houses were non-durable. Additional challenges related to procurement since the required raw material was not available in the domestic market and obtaining the same increased the final price of the product.