In early 2009, Wal-Mart executive Andy Barron understood the lighting corporation of the company was facing a hurdle. Barron needed to scrutinize what barriers might be keeping consumers from embracing more of the lightbulbs, which offer both cost savings and environmental benefits.
In this 2-part case students study the historic price points and sales of CFL bulbs, Wal Mart's 2007 promotion of CFL light, and research about consumer adoption of the bulbs to be able to understand how the retailer might attain its goals. How can new products overcome obstacles to adoption? What can supervisors do to promote sales of new products, given human behavior where values prejudices and emotions have an impact on the choices people make? How can economic theories describe consumer behavior as it occurs in the real world? The Epilogue to the very first case asks students to discuss the way they affected CFL sales and what developments happened after the 2009 implementation.
Selling CFLs at Wal-Mart case study solution
PUBLICATION DATE: October 21, 2011 PRODUCT #: CU55-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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