Pakwheels.com—The Next Challenge!. (September 2017)

• Record Type: Journal Article
• Authors: Arif, Farrah; Sarfraz, Sarah Suneel
• Is Part Of: Asian journal of management cases. Volume 14:Number 2(2017:Jul./Dec.)
• Page Start: 137
• Page End: 159
• Publication Date: 2017-09
• Subjects: Vertically classified auto portal -- used car trade channel -- competitive advantage -- differentiation strategy -- online start up -- business strategy; Industrial management -- Asia -- Periodicals; Industrial management -- Asia -- Case studies -- Periodicals; Management -- Asia -- Periodicals; Management -- Case studies -- Periodicals; 658.0095
• DOI: 10.1177/0972820117712315
• Languages: English
• ISSNs: 0972-8201

Abstract

This case features the challenges of a start-up website in the used car market in 2015 as its founding partners assess potential sources of profitable growth and ways to maintain their competitive advantage. Founded in Pakistan, PakWheels.com was a vertically classified automotive portal. The case goes on to illustrate how PakWheels.com successfully revolutionized the used-car trade channel by bridging the gap between the traditional retail channel of car dealers and buyers. Key discussion points of the case revolve around the turning point of PakWheels business, namely retention of users while sustaining the current business model, identification of key strategies for scaling up and monetization, and response to competitive threats to safeguard its market position. Through assessing these options and discussing this case, students will learn about strategic problems faced by online portals as well as how these unique businesses create value for end users.