The Case of Easypaisa
A business case study is an in-depth investigation and analysis of a real-life situation faced by a single individual, group or an organization as a whole. Be it a decision, challenge, or a market gap / opportunity, a case contains all the information and data points available to the ‘protagonist’ of the case about the issue under consideration.
Key Elements of a Case Study
A full-blown case study has the following key elements:
► A protagonist who is usually the decision maker who is faced with a problem that needs to be solved
► A problem statement and description of its context
► Supporting data that provides depth and validity to the research as well as lends meaningful insights into the setting of the problem or challenge at hand. This can include (but is not limited to): data tables, documents, spreadsheets, quoted statements and audio/video testimonies.
A typical case study discusses the real-world application of business principles/theories/models. A digital interactive case study, however, makes the descriptive research more interactive and engaging. Rich, data-driven content together with interactive technology enables educators and trainers to achieve the set teaching objectives whilst creating an overall interesting and compelling learning experience.
A digital interactive case study helps students develop their skills in:
► Analytical reasoning and interpretation of data gathered through qualitative and/or quantitative research
► Critical thinking
► Problem solving
► Decision making
► Dealing with ambiguous situations in large, complex organizations
In a first for Pakistan, Telenor Pakistan and Tameer Microfinance Bank launched Easypaisa in 2009, with the goal of financial inclusion of the unbanked masses of the country.
Until 2014, Easypaisa retained its competitive position in the market, enjoyed a large market share and positioned the brand uniquely to generate higher profit margins. However, with the introduction of other and equally good mobile financial service alternatives in the Pakistani market, Easypaisa continues to struggle to regain its lost market share and reposition itself as the market leader.
This case will explore the rise and fall of Easypaisa’s market share in the rapidly growing mobile financial services industry in Pakistan.
For MBA, EMBA and/or Executive Education programs.
In this case, learners will learn:
► How a company can gain first-mover advantage through a technology breakthrough and become a market leader
► How to identify a sweet spot and fill the market gap through value innovation, a key principle of blue ocean strategy
► How new entrants capture consumers by creating me-too product offerings or making them better or cheaper
► Teaching note and other Teacher Support materials such as videos, data files etc.
Publishing Date: September 26, 2018
Subjects: Principles of Marketing, Marketing Strategy, Marketing Management, New Product Development, Value Innovation
Industry: Mobile Financial Services
Region: South East Asia
Length: 3 hour read
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The Case of Easypaisa is frequently used with the following products:
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