The case highlights the challenges faced by retail businesses all over the world in the e-commerce era. Mr. Divyanshu Soni, a third-generation entrepreneur, is facing the daunting task of reviving his family business. Basant Radio is an electronic showroom dealing in sales of televisions and radios in the last 63 years. The previous generations had their fair share of challenges and their understanding and business acumen had helped Basant Radio become one of the most popular stores across the city and nearby areas. Recently, the sales had dipped dramatically following certain business decisions that had gone wrong. Moreover, advent of the online era had distracted customers away from the existing brick and mortar stores. Divyanshu was worried that the business was faltering because of consumers’ preference of e-commerce sites which offer unbeatable prices. His fear was not unfounded as e-commerce is affecting the sales of physical stores all over the world. The Indian e-commerce market is expected to cross US$50 billion by the year 2018. E-commerce is most popular in the case of the electronics market. The case highlights a number of options available to the entrepreneurs that may help in keeping the business afloat.

中文翻译：

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沉没或游泳——零售家族企业的命运

该案例凸显了电子商务时代全球零售企业面临的挑战。第三代企业家 Divyanshu Soni 先生正面临重振家族企业的艰巨任务。Basant Radio 是一家在过去 63 年中从事电视和收音机销售的电子展厅。前几代人面临着相当多的挑战，他们的理解和商业头脑帮助 Basant Radio 成为整个城市和附近地区最受欢迎的商店之一。最近，由于某些商业决策出错，销售额急剧下降。此外，在线时代的到来使顾客从现有的实体店中分心。Divyanshu 担心由于消费者偏爱提供无与伦比的价格的电子商务网站，该业务会步履蹒跚。他的担心并非没有根据，因为电子商务正在影响全球实体店的销售。到 2018 年，印度电子商务市场预计将突破 500 亿美元。电子商务在电子市场中最为流行。该案例突出了企业家可以使用的许多选项，这些选项可能有助于保持业务的发展。