Mobile marketing at Turkcell: Turkey's leading mobile operator

2011 ◽  
Vol 1 (1) ◽  
pp. 1-9
Author(s):  
Aysegul Toker ◽  
Kaan Varnali ◽  
Cengiz Yilmaz
Keyword(s):  
Business Environment ◽  
Subject Area ◽  
Mobile Technologies ◽  
Mobile Marketing ◽  
General Knowledge ◽  
Mobile Business ◽  
Content Type ◽  
Mobile Operator ◽  
Value Propositions ◽  
Real Market

Subject area Mobile marketing. Study level/applicability Undergraduate and Graduate levels. Case overview Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing. Expected learning outcomes Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium. Supplementary materials Teaching notes.

Compressors Asia Limited: transformation to project marketing firm?

2017 ◽  
Vol 7 (2) ◽  
pp. 1-13 ◽  
Author(s):  
Milind Trivikram Phadtare
Keyword(s):  
Business Model ◽  
Business Environment ◽  
Subject Area ◽  
Marketing Strategies ◽  
Content Type ◽  
Industrial Marketing ◽  
Mba Students ◽  
Business Environments ◽  
Market Leader ◽  
Air Compressors

Subject area Industrial Marketing. Study level/applicability MBA students and participants of MDPs. Case overview It involves marketing of air compressors in particular and industrial equipment in general. It tries to analyse strategies on the framework of market leader strategies to facilitate growth in a challenging business environment in view of the strengths and weaknesses of the firm. It aims to identify the organizational and business model changes that may be required to be implemented in transforming a firm from a marketer of capital goods to a marketer of projects. Expected learning outcomes To help students/participants evaluate and select marketing strategies for a market leader under challenging business environments as well as identify important organizational and business model changes involved in transition of any firm from selling products to selling projects. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

Behind the veil

2011 ◽  
Vol 1 (2) ◽  
pp. 1-5
Author(s):  
Alexandra Snelgrove ◽  
Ariane Ryan
Keyword(s):  
Value Chain ◽  
Rural Women ◽  
Business Environment ◽  
Subject Area ◽  
Cultural Issues ◽  
Content Type ◽  
Development Tool ◽  
A Value ◽  
The Veil ◽  
The Impact

Subject area The case addresses issues related to value chains, sustainable businesses, business environment in emerging economies and cross-cultural issues. applicability/applicability This case would be best addressed by students in upper years of their undergraduate degree or at a Master's level. Case overview The case addresses a project conducted by MEDA in Pakistan which focused on developing a value chain in the embroidery sector with the end goal of improving the livelihood of homebound rural women. The case walks the students through the local cultural constraints, the project design the development of the various value chain actors and the most significant outcomes. The primary issue requires the students to evaluate the most appropriate exit strategy for MEDA which would not harm the existing networks and allow the whole value chain to continue sustainably. Expected learning outcomes To appreciate the complexity of value chain development while understanding the benefits and opportunities they offer. To understand the importance of sustainability and how this can be achieved using market tools. To grasp the concept of exit strategies in the context of development projects and explore various ways these can be structured. To identify the impact of culture on business environment. Integrating the poor into thriving markets. Business as a development tool. Supplementary materials Teaching notes

Are we ready?

2018 ◽  
Vol 8 (3) ◽  
pp. 1-17
Author(s):  
Archana Shrivastava ◽  
Asha Naik
Keyword(s):  
Organizational Change ◽  
Resource Management ◽  
Human Resource Management ◽  
Human Resource ◽  
Business Strategy ◽  
Organizational Transformation ◽  
Business Environment ◽  
Subject Area ◽  
Content Type ◽  
Internal Capacity

Subject area Human Resource Management and Business Strategy. Study level/applicability Postgraduate. Case overview The case provides a holistic perspective of organizational transformation, management of change impact on employees and leader behavior. The challenge at Govind Milk and Milk Products Pvt. Ltd. a mid-size company, in the dairy industry was to transform itself into a pan India and global company from a regional organization. The case study outlines how the organization took on the transformation journey under a strong leadership and managed change by focusing on creating a brand, implementing technology and creating a culture of meritocracy. Having made the successful transition from being a family run business to a professionally managed company and having built significant internal capacity the big question is – Can the company strive and thrive in the VUCA business environment? Expected learning outcomes To highlight the process and management of organizational change. To highlight the role of leadership in the process of organizational change. To understand how the environmental factors or the VUCA environment impacts the performance of an organization. To highlight internal capacity building as a strategy to deal with the VUCA environment. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS: 6: Human Resource Management.

M-Pesa: an evolution in organisational strategy

2015 ◽  
Vol 5 (8) ◽  
pp. 1-11
Author(s):  
Mariam Cassim ◽  
Linda Ronnie
Keyword(s):  
Change Management ◽  
Business Model ◽  
Financial Services ◽  
Critical Role ◽  
Business Environment ◽  
Subject Area ◽  
Operating Conditions ◽  
Content Type ◽  
Successful Business

Subject area Change Management. Study level/applicability Postgraduate business courses, including MBA courses in change management and human resource management. Case overview This case study emphasises how important it is for organisations operating in today's turbulent and rapidly changing business environment to have an emergent approach to change. It focuses on the dilemmas faced by Hemmanth Singh, the newly appointed Managing Executive responsible for Mobile Commerce at Vodacom South Africa. Singh is responsible for the execution of the new strategy into financial services, the relaunch of M-Pesa into the South African market being the immediate task. The case sets the context for the relaunch of M-Pesa, and the reader is introduced to some of the limitations and challenges experienced by the company when trying to replicate a successful business model from one market to another, especially after an unsuccessful initial launch. Expected learning outcomes After reading and analysing the information contained in the case study and appendices, students should be able to evaluate the critical role that leadership needs to play when introducing and implementing a change initiative at an organisation that is stimulated by evolving external market conditions; understand the importance of adopting an emergent approach to change in current operating conditions; identify the factors that contribute to or hinder the creation and sustainability of an adaptive culture within an organisation; and appreciate the challenges of attempting to replicate a successful business model from one market into another. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Fun 2 fit aerobics: the misadventures of Amy and Azi and a Malaysian start up!

2011 ◽  
Vol 1 (1) ◽  
pp. 1-8
Author(s):  
Amran Rasli ◽  
Rosman Yusoff ◽  
Huam Hon Tat
Keyword(s):  
Undergraduate Students ◽  
Business Environment ◽  
Subject Area ◽  
Business World ◽  
Content Type ◽  
Planning And Control ◽  
Fitness Industry ◽  
One Year ◽  
And Control ◽  
Starting A Business

Subject area Entrepreneurship. Study level/applicability First year undergraduate students in business and management. Case overview “The Misadventures of Amy and Azi” case presents a brief historical perspective of two partners' venture into the aerobic and fitness industry. The case discusses the partners' foray into the business world armed with great determination and a one year business plan but without proper understanding of the operational requirements of running a business. Though successful in the launching of the first studio, the initial success had blinded the vision of one of the partners, Azi who wanted to open another branch quickly. After a few months of operation, they realized that the second studio was a failure and had sapped the profit from the first centre. To make matter worse, the two partners are stuck with the second studio and have to find another premise for the first studio due to short-sightedness when signing the rental agreement. Expected learning outcomes The case study enables the students to: understand the current business environment of fitness industry in Malaysia, appreciate the need for proper planning and control in starting a business, to be aware of the importance of understanding legal implications in starting a business, the need to conduct proper market research before starting and to understand multi-cultural and multi-religion issues in Malaysia. Supplementary materials Teaching note.

Supporting Marketing Practices

E-Marketing ◽  
2012 ◽  
pp. 1-15
Author(s):  
Süphan Nasir
Keyword(s):  
Mobile Communication ◽  
Value Added ◽  
Mobile Network ◽  
Mobile Technologies ◽  
Mobile Marketing ◽  
Mobile Business ◽  
Doing Business ◽  
Wide Range ◽  
Mobile Network Operators ◽  
Corporate Customers

The concept of mobile communication has been rapidly changing all over the world and the Global System for Mobile communication (GSM) business has been evolving from voice services to value added services (VAS). The rapid growth in mobile technology enables Mobile Network Operators (MNOs) to provide a wide range of VAS to their corporate customers and these VAS change and transform companies’ way of doing business. The purpose of this chapter is to analyze the corporate VAS of a MNO, which has gained global acceptance and recognition, as a case study in order to understand how the mobile communication changes the companies’ way of doing business. The key supporting mobile technologies, services and solutions, which are provided by the case company to its corporate customers, are reviewed in order to comprehend the mobile technologies, practices, and devices that support mobile business (m-business) and mobile marketing (m-marketing) applications.

Quota for the employment of disabled people in Russia: strategies for compliance

2011 ◽  
Vol 1 (4) ◽  
pp. 1-10 ◽  
Author(s):  
Elena Denisova‐Schmidt
Keyword(s):  
Business Environment ◽  
Subject Area ◽  
Russian Society ◽  
Master's Level ◽  
Disabled People ◽  
Content Type ◽  
Business Context ◽  
Additional Information ◽  
Creative Solutions ◽  
Informal Practices

TitleQuota for the employment of disabled people in Russia: strategies for compliance.Subject areaHuman resource management.Study level/applicabilityThe case might be used in teaching International Management or Russian society at a Master's level, including MBA.Case overviewQuotas for the employment of disabled people exist in many countries, including Russia. Many companies in Russia, however, are “forced” to find “creative solutions” to avoid this quota. This attitude is caused not by the unwillingness of companies to support disabled people, but rather by their moral and technical unreadiness to do so. Using one example of a company providing freight services, the case illustrates this. The company is faced with additional challenges: it is a 100 percent subsidiary, dependant on its parent company in many respects – especially in financial matters.Expected learning outcomesStudents:learn some informal practices (legislative norms and networks) in the Russian business context;,discuss how organizations are faced with informal practices and establish problem solving techniques;andreceive some additional information on the business environment in Russia.Supplementary materialsTeaching notes.

Market development through integrating value chains – a case of Patanjali Food and Herbal Park

2017 ◽  
Vol 7 (4) ◽  
pp. 1-22 ◽  
Author(s):  
Anita Sengar ◽  
Vinay Sharma ◽  
Rajat Agrawal
Keyword(s):  
Value Chain ◽  
Operations Management ◽  
Business Environment ◽  
Subject Area ◽  
Market Development ◽  
Value Chains ◽  
Health Food ◽  
Sustainable Business ◽  
Value Innovation ◽  
Content Type

Subject area Market development. Study level/applicability This case is intended to be used in strategic management, operations management for both undergraduate and graduate courses. It can also be used for value innovation and market development. Case overview This case focuses on market development by Patanjali, a fast-growing organization crossing US$1bn of sales in five years of time span and declaring a target of doubling this figure in the financial year 2016-2017 (to reach US$1,500m). The prime focus of Patanjali is the health food segment based on herbal and Ayurveda science through the use of organically grown agricultural produce by integrating the associated value chains while radically benefitting all the stakeholders in a two-way process as suppliers as well as buyers/consumers. The fundamental context of the case is associated with the value chain development in terms of value addition on the basis of the organizational and leadership values in all the elements of the value chain of Patanjali products starting from suppliers to customers. The case emphasizes the role of the Patanjali Food & Herbal park in the value chain. Patanjali Food & Herbal Park is constantly striving for nation building more than profit accumulation. They have created a sustainable business benefiting all the stakeholders. The backbone of the Patanjali Food & Herbal Park lies in robust backward linkage and forward linkage. The context of the case presents an account of how the values based integration of the value chain is a strategic advantage and safeguards an organization from business environment threats. Expected learning outcomes The context of the case presents an account of how values based integration of the value chain is a strategic advantage and safeguard an organization from business environment threats. The case has a deep-rooted theoretical association with models like Porter’s Five Forces model on the one hand and also exemplifies how an organization can use blue ocean strategy through value-based value innovation. The context of the Black Swan perspective also emerges in the narration. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 11: Strategy.

Managing natural gas business: a case of Bharat Natural Gas Company Limited

2012 ◽  
Vol 2 (1) ◽  
pp. 1-22 ◽  
Author(s):  
Sanjay Kumar Kar ◽  
Subrat Sahu
Keyword(s):  
Natural Gas ◽  
Management Training ◽  
Business Environment ◽  
Subject Area ◽  
Bottom Line ◽  
Content Type ◽  
B2b Marketing ◽  
Market Leadership ◽  
Training Programmes

Subject area Marketing - value proposition and value delivery, switching cost, customer acquisition and retention, positioning, pricing, distribution and retailing, role of trust and transparency to build sustainable relationship in B2B context, and efficient service delivery. Study level/applicability Undergraduate and graduate students in marketing, business administration, strategy, retailing, B2B marketing, services marketing and general management courses. Also, it can be used for executive management/training programmes. Case overview The case focuses on an existing scenario of a natural gas business in Gujarat, India, in order to provide understanding of marketing challenges, especially in the B2B context, faced by organisations in this evolving business environment. The case examines the strategies and policies implemented by the company and their impact on the customer. The case presents reactions and responses from the concerned customers. The case illustrates the criticalness of understanding customer expectations and designing and delivering customer centric strategies to sustain market leadership in an evolving and competitive market. Expected learning outcomes The case study enables the students to understand and analyse: the current business environment; the important factors impacting natural gas business; economic analysis of energy; opportunity and challenges for doing cleaner and greener business; role of cleaner fuel to reduce carbon footprint; and carbon credit impacting top line and bottom line of a customer. The case provides students the opportunity to understand and analyse the importance of switching costs to acquire a new customer; and devising and implementing marketing strategies to expand customer base and enter into new territories. Supplementary materials Teaching notes.

The perception of employer value propositions and the contrast between Dutch and Chinese graduates: A case study of TNT

2011 ◽  
Vol 1 (1) ◽  
pp. 1-9
Author(s):  
Stephanie Jones ◽  
Ahmad Ahmad
Keyword(s):  
Subject Area ◽  
Cultural Norms ◽  
Cultural Backgrounds ◽  
Business Leadership ◽  
Content Type ◽  
Wide Range ◽  
Value Propositions ◽  
Corporate Social

Subject area HRM; recruitment; managing cultural expectations in business; leadership. Study level/applicability Undergraduate management courses; MBA and MSc. Case overview This case focuses on recruitment problems in Europe with an Asian dimension. A young Dutch and a young Chinese graduate are considering a career with postal, courier and logistics firm TNT – what are their concerns as graduating students in looking for a job? From the opposite perspective, the case considers how employers attract graduate recruits. The case encourages students of a wide range of cultural backgrounds to question if they are following their cultural norms, or their own personal needs, regardless of their culture. It introduces students to the concept of perceptions of employer value propositions (EVPs) and how employers can “market” themselves to employees. The case is appropriate for courses in leadership, human resource management, corporate social responsibility (CSR), managing culture, also job hunting and career workshops. Expected learning outcomes This case is aimed at projecting the importance of career choice criteria from both graduate and employer perspectives. The case examines issues of national culture and associated differences in employee and organizational expectations. The case also examines the role of CSR in attracting employees; and the particular concerns of Generation Y employees. Supplementary materials Teaching note.

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