Round two: repositioning the Tata Nano

2011 ◽  
Vol 1 (4) ◽  
pp. 1-12
Author(s):  
Sanjit Sengupta ◽  
Avadhanam Ramesh
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Developing Country ◽  
Undergraduate Students ◽  
Subject Area ◽  
Target Market ◽  
Target Price ◽  
Content Type ◽  
Consumer Behavior Analysis ◽  
The Uk

TitleRound two: repositioning the Tata Nano.Subject areaMarketing.Study level/applicabilityAdvanced undergraduate students, MBA students, and business executives interested in enhancing their knowledge and skills of consumer behavior analysis, and marketing strategy and execution in a developing country market.Case overviewTata Motors Chairman, Ratan Tata, noticed that Indian families with three and four family members often commuted on a two‐wheel scooter or motorbike. He had a vision to make a safe family transport for the Indian masses, a four‐wheel vehicle made from scooter parts. His engineers took about five years (2003‐2008) to develop the product. On January 10, 2008, Tata Motors publicly announced the Nano at the 9th Auto Expo in New Delhi at the target price of Rs 100,0000 ($2,500), unarguably the world's cheapest car. Deliveries of the Nano began in June 2009. The initial target market for the Tata Nano was comprised of individuals and families who relied on a two‐wheeler for transport. The value proposition was a safe, affordable, and attractive car. Initial reactions from industry analysts, dealers, and consumers were overwhelmingly positive.In February 2010, Carl‐Peter Forster (born in the UK and raised in Germany) was appointed Group CEO of Tata Motors. Monthly sales kept increasing until a high of 9,000 units in July 2010, then there were consistent declines for the next four months to just 509 units in November. In December 2010, ten months after being on the job, Carl‐Peter Foster had to turn around the sales performance of Tata Nano.Expected learning outcomesGet students to appreciate the importance of understanding consumer behavior in the design and execution of marketing strategy. Get students to understand the concept of value and how it is important at any price level, especially in comparing and contrasting consumer behavior across developed and developing country markets. Get students to understand how marketing strategy is designed (target market selection and positioning) and executed after understanding consumer behavior. Get students to understand how the marketing programs (marketing‐mix) reinforce product positioning.Supplementary materialsTeaching notes.

It's not just a cup of “tea”: building consumer brand relationship

2015 ◽  
Vol 5 (5) ◽  
pp. 1-16
Author(s):  
Renuka Kamath ◽  
Ashita Aggarwal
Keyword(s):  
Consumer Behavior ◽  
Marketing Strategy ◽  
Brand Loyalty ◽  
Brand Management ◽  
Subject Area ◽  
Executive Education ◽  
Content Type ◽  
Brand Relationship ◽  
Definition Of ◽  
Broad Objective

Subject area Marketing management, brand management, brand loyalty, brand consumer behavior. Study level/applicability MBA program or the Executive Education program. Case overview Anubhav Jain, Marketing Head of Digamber Industries, is concerned about the national launch of Surya Gold tea. The brand had been doing well in Jabalpur (Madhya Pradesh, India) with almost 20 per cent market share. However, market reports suggested that retailers primarily pushed the brand and consumers had little loyalty for Surya Gold. Owing to lower repeat purchases, Jain had to spend large amount of money on consumer acquisition. For the national launch, a large base of loyal consumers was critical for business growth. He understood brand loyalty but found it a difficult proposition to relate from consumers' perspective. Market consultants were hired to conduct a qualitative research based on Susan Fournier's work on consumer-brand relationships. The case gives an account of conversations with professed lovers of tea to understand consumer behavior toward tea, including why people drink tea, how they choose their brands and what makes them re-buy or change brands. The case makes certain propositions around brand loyalty, which Jain had to decode to understand tea consumers in India, how brand loyalty develops and changes over time, and hence, how should he plan his marketing strategy. The case attempts to help students critique traditional definitions of brand loyalty, understand and evaluate the concept from consumers' perspective and highlight its importance in marketing strategy planning by explaining evolution, various types and intensity of brand loyalty. Expected learning outcomes The broad objective of the case is to strengthen participants' understanding of brand loyalty concept and also appreciate the importance and role of brands in consumer's life. The case can be used for MBA or executive education in brand management or consumer behavior courses. The specific objectives of this case are to help students appreciate the variations in brand loyalty across consumers and critically assess the traditional definition of loyalty, highlight the connection between the consumer personality and the brand attributes, help them understand how the concept of brand loyalty and brand relationship affects consumers' attitude and behavior, help students understand as to why brand loyalty develops and how it can be maintained and expose students to qualitative unstructured data and give them an experience of using it for managerial use. 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 enclosed.

Bankaool Bank: architecting an online-only financial brand

2017 ◽  
Vol 7 (3) ◽  
pp. 1-17
Author(s):  
Pável Reyes-Mercado
Keyword(s):  
Consumer Behavior ◽  
Undergraduate Students ◽  
Subject Area ◽  
Smart Devices ◽  
Content Type ◽  
Accelerate Growth ◽  
Branding Strategies ◽  
History Of ◽  
Regulated Industries

Subject area Marketing of financial products. Study level/applicability Graduate level. Occasionally, for undergraduate students with a strong background on branding strategies and strategic analysis. Applicable to analyze how companies can improve their branding strategies in highly regulated industries. Case overview In 2016, Claire Solís was discussing with her team the paths to ignite growth and brand awareness of the only digital bank in Mexico. To better position the brand on the Mexican financial market, Bankaool had decided to go 100 per cent online, a branch-less institution. The case presents a condensed history of banking and the shifts in digital consumer behavior. As the case continues, Bankaool products are introduced along with some concerns to keep the business going, particularly, regarding the bank’s health and further growth. The newly appointed CMO and her team have to decide next steps to boost product growth just before the Fintech industry grows more mature and competitive – a scenario of more complex decisions. While they reckoned the potential of Bankaool in sales for the short term, they also need a strategy to position the Bankaool brand in the long term while they struggle with a need to accelerate growth and generate a return for investors. Expected learning outcomes To understand the launching of a new bank in the digital arena. To understand consumer behavior in a setting of increasingly higher digital coverage and diffusion of smart devices. To recognize that brand value goes well beyond product development and launch. To gain awareness on the perks and perils of a digital-only bank. 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.

HCL Care: harnessing the out of warranty ICT service market

2012 ◽  
Vol 2 (7) ◽  
pp. 1-15
Author(s):  
Jaydeep Mukherjee
Keyword(s):  
Marketing Strategy ◽  
Business Models ◽  
Service Providers ◽  
Subject Area ◽  
Target Market ◽  
Service Market ◽  
Market Strategy ◽  
Content Type ◽  
Main Challenge ◽  
Decision Choices

Subject area Marketing strategy, Decision making, After sales servicing. Study level/applicability As part of a core marketing course; at post graduate level; marketing strategy courses where competition and co-operation business models are explored. Case overview The case focuses on HCL Care, which had the service competence and reach, but no marketing set up for attracting customers to its ICT products service facilities. The case explores the decision choices faced by the company in deciding its market strategy. The main challenge was the out of warranty offer planned by HCL Care. It was aimed at providing a one stop solution for consumers who owned various ICT devices of different brands that could not be serviced at one point. There was no specific validation of whether this proposed, more convenient and comprehensive offer was compelling enough for the consumer to switch from the service offered by the original equipment manufacturer or from the plethora of low priced offers from independent service providers in the Indian marketplace. Expected learning outcomes These include: how to organize the different types of market and company information available to segment the market and selecting the target market; developing a positioning platform and developing the market strategy; and choosing between competition versus cooperative business models. Supplementary materials Teaching notes are available. Consult the librarian for access.

Twiga Hosting Ltd – providing affordable information and communication technologies services to small and medium enterprises

2011 ◽  
Vol 1 (4) ◽  
pp. 1-16
Author(s):  
Juma James Masele
Keyword(s):  
Information And Communication Technologies ◽  
Undergraduate Students ◽  
Success Factors ◽  
Small And Medium Enterprises ◽  
Innovation Management ◽  
Communication Technologies ◽  
Subject Area ◽  
Content Type ◽  
Information And Communication ◽  
Medium Enterprises

TitleTwiga Hosting Ltd – providing affordable information and communication technologies services to small and medium enterprises.Subject areaThe case describes the launch of Twiga Hosting Ltd, a company providing information and communication technology (ICT) services to the underserved small and medium enterprise (SME) sector in Tanzania and in a many countries in Africa.Study level/applicabilityThis case targets a range of audience from undergraduate students taking both Bachelor of Commerce and those taking Bachelor of Business Administration; and Postgraduate students taking business‐related courses. Nonetheless, the case may be used by all other learners of advanced studies in entrepreneurship and innovation management.Case overviewThe case addresses a number of issues including: Issues to be considered when starting an ICT enterprise. Strategic management. Business revenue models.Expected learning outcomes To impart/inculcate entrepreneurial insights in ICT and related areas. To make learners aware of the business growth opportunities in ICT ventures. The success factors for fruitful ICT ventures. To enable learners to identify challenges facing entrepreneurs in ICT ventures and the ways to overcome them.Supplementary materialsTeaching notes.

scholarly journals Plan for the worst, hope for the best? Exploring major events related terrorism and future challenges for UK event professionals

2018 ◽  
Vol 4 (4) ◽  
pp. 513-526 ◽  
Author(s):  
Daniel Baxter ◽  
Jenny Flinn ◽  
Lucrezia Flurina Picco
Keyword(s):  
Marketing Strategy ◽  
Significant Rise ◽  
Destination Marketing ◽  
Major Event ◽  
Structured Interviews ◽  
Content Type ◽  
Future Challenges ◽  
Research Findings ◽  
The Uk ◽  
The Impact

Purpose The purpose of this paper is to investigate major event related terrorism and the resulting challenges that event professionals may face when hosting major events in cities as part of a destination marketing strategy. Design/methodology/approach The research was based in the UK due to the significant rise in terrorist activities that have taken place in its urban cities in recent years. The exploratory nature of this study utilised semi-structured interviews with UK event professionals, enabling a preliminary, in-depth investigation of the challenges that events professionals face as a result of major event related terrorism. Findings The research findings identify three challenges faced by event professionals when organising major events: knowledge and understanding in relation to major event related terrorism; the impact of major event related terrorism in terms of responsibility and accountability; and managing for major event related terrorism in budgetary terms. Research limitations/implications The research is limited to the UK, other destinations will pose their own unique challenges when hosting and managing events. It is suggested that this research be evaluated against similar studies in other destinations. This is a preliminary study and each of the topics identified within the findings warrant further exploration in their own right. Originality/value The paper offers an insight into the challenges faced by event professionals in the UK when delivering major events as part of a destination marketing strategy. With the increase in major event related terrorism in cities the findings of this research are of relevance not only to event professionals but anyone with a role in destination and tourism development.

scholarly journals Effective social media marketing strategy: Facebook as an opportunity for universities

2017 ◽  
Vol 45 (5) ◽  
pp. 532-549 ◽  
Author(s):  
Costas Assimakopoulos ◽  
Ioannis Antoniadis ◽  
Oliver G. Kayas ◽  
Dragana Dvizac
Keyword(s):  
Marketing Strategy ◽  
Technology Acceptance ◽  
Undergraduate Students ◽  
Social Networking Sites ◽  
Education Institution ◽  
Future Research ◽  
Content Type ◽  
Conceptual Background ◽  
Marketing Tool ◽  
The Republic

Purpose The purpose of this paper is to investigate the usage of university Facebook (FB) groups and sites by undergraduate students seeking information about their departments and the ways these pages could be used to acquire students. The factors that can intensify the FB group activities of a university are examined as well as how FB can be used as a marketing tool to improve marketing campaigns. Design/methodology/approach The study investigates and compares two universities: the University of Novi Sad of the Republic of Serbia and the Technological Educational Institute of Western Macedonia, Greece. A structured questionnaire was used with samples of 343 and 300 students gathered in this survey. Findings An enhanced technology acceptance model oriented toward FB is presented and it is the conceptual background of the paper. Student demographics and behavioral characteristics of the FB group they enrolled on were determined. Common behavioral patterns of the usage tension of the FB group are also identified. Additionally, five factors were determined that can be used by university marketers to intensify engagement with the FB group. Research limitations/implications Larger samples should be used for future research. Originality/value The paper proposes a marketing strategy a higher education institution should follow to more effectively use social networking sites as a marketing tool.

scholarly journals Employability outcomes for university joint honours graduates

2018 ◽  
Vol 8 (2) ◽  
pp. 195-210 ◽  
Author(s):  
Louise Pigden ◽  
Andrew Garford Moore
Keyword(s):  
Higher Education ◽  
Education Institution ◽  
Subject Area ◽  
Higher Education Institution ◽  
Data Set ◽  
Content Type ◽  
Highly Skilled ◽  
Employment Rates ◽  
Cent Point ◽  
The Uk

PurposeIn the UK, the vast majority of university students specialise and study just one subject at bachelor degree level, commonly known in the UK as a single honours degree. However, nearly all British universities will permit students if they wish to study two or even three subjects, so-called joint or combined honours degrees, internationally known as a double major. The purpose of this paper is to explore whether the study of a joint rather than a single honours degree had an impact on employment outcomes six months after graduation.Design/methodology/approachThe authors analysed the complete data set provided from the Higher Education Statistics Agency Destination of Leavers from the Higher Education survey. The data were analysed to establish whether there was a difference in the highly skilled graduate employability of the joint honours students. The authors established whether there were any differences inherent in completing a joint honours degree in a post-1992 higher education institution, by nation within the UK or within a Russell Group higher education institution.FindingsThe authors found an approximately consistent 3 per cent point negative gap nationally in the highly skilled employment rates of joint compared with single honours graduates. This gap was at its lowest in the highly selective Russell Group universities (−1.52 per cent points) and highest in post-1992, vocationally oriented universities (−7.13 per cent points) and in Northern Ireland universities (−12.45 per cent points). Joint honours graduates of Scottish universities fared well, with a +3.09 per cent point advantage over the national average for joint honours. The authors found that universities that had a higher proportion of joint honours graduates generally had a lower employability gap between their joint and single honours graduates.Research limitations/implicationsThis study focussed on joint honours degrees in the UK where the two or three principal subjects fall into different JACS subject areas, i.e. the two or three subjects are necessarily diverse rather than academically cognate. Future work will consider the class of joint honours degrees where the principal subjects lie within the same JACS subject area, i.e. they may be closer academically, although still taught by different academic teams. This grouping will include, for example, pairs of foreign languages, some social sciences pairings such as politics and sociology, and pairings such as history and theology from the historical and philosophical subject area.Originality/valueThe potential disbenefits of studying for a joint honours degree are apparent in this study. Joint honours students may face organisational, academic and cultural challenges that require a positive, conscious and sustained effort to overcome, on both the part of the student and the higher education institution. In particular for graduates of the post-1992 universities, it appears that there is a negative relative impact on highly skilled employment. This impact is lessened if the university is Scottish (four-year degrees with in-built breadth of study) or where the proportion completing joint honours degrees is relatively high.

Achieving E-commerce benefits in a garment manufacturing firm

2014 ◽  
Vol 4 (7) ◽  
pp. 1-22
Author(s):  
Richard Boateng
Keyword(s):  
Critical Role ◽  
Subject Area ◽  
Target Market ◽  
Firm Level ◽  
Manufacturing Firm ◽  
Content Type ◽  
Ict Infrastructure ◽  
Managerial Capabilities ◽  
Garment Manufacturing

Subject area Enterprise, Strategy Study level/applicability This case study documents the history of e-commerce adoption and usage in a fabric and garment manufacturing firm operating in an African country. Lessons drawn from the case could be applied to understanding the achievement of e-commerce benefits through the complex interrelationships between firm-level, national and global resources. Case overview The case study presents a summary of e-commerce capabilities in the firm, the key resources developed and actions taken to deploy e-commerce capabilities and the notable benefits obtained through these e-commerce capabilities. The study shows that, first, the ability to access information and communication technology (ICT) infrastructure matters in developing countries, but managerial capabilities matter more. Managerial capabilities enable firms to find external resources (both in-country and globally) to substitute for internal resource deficiencies. Second, intangible social resources – trust, reputation and credibility – play a critical role in determining whether the e-commerce strategies of firms are successful or not. Expected learning outcomes An understanding of how managerial capabilities influence the creation of e-commerce capabilities and the achievement of e-commerce benefits, especially in an African or Ghanaian context. Learners can also draw lessons that could be applicable to understanding how a firm's strategic orientation, resource portfolio and the nature of its target market differentiate the extent of integration or adoption and usage of e-commerce in the firm. 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.

The determinants of food waste behavior in young consumers in a developing country

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sabeen Hussain Bhatti ◽  
Farida Saleem ◽  
Ramsha Zakariya ◽  
Amna Ahmad
Keyword(s):  
Consumer Behavior ◽  
Developing Country ◽  
Food Waste ◽  
Waste Reduction ◽  
Equation Modeling ◽  
Routine Practice ◽  
Daily Routine ◽  
Content Type ◽  
Young Consumers ◽  
Food Wastage

Purpose Every year a huge amount of food is wasted from food production till its consumption. The activity of food wastage has become a daily routine practice and a huge portion of this loss is contributed by the consumers all around the world. With a total estimated population of 207.7m, 64 percent of the population of Pakistan is below the age of 30. The purpose of this paper is to investigate the factors that affect young consumer’s food waste behavior in a developing country context. Design/methodology/approach Data were collected in the month of Ramadan and Eid primarily by means of a web-based questionnaire. A two-step approach of structural equation modeling was used as a data analysis technique. Findings The findings of this research confirm the hypothesis that environmental concern and time pressure influence the attitude toward food waste reduction. The results further reveal that although attitude and injunctive norms lead toward higher intentions to reduce food waste, moral norms and perceived behavioral control do not significantly impact this intent. Practical implications This study contributes toward understanding the behavior of consumers in order to ensure the provision and execution of food waste prevention campaigns. This study has implications for policy makers and decision makers, and other stakeholders responsible for food waste reduction and environmental protection. Besides, social campaigns can be developed based on the results of this study, so as to improve the habits related to food wastage in consumers. Finally, the findings are beneficial to academics and scholars that are presently working on factors related to consumer behavior toward food waste. Originality/value Food waste behavior in young consumers from developing countries in general and from Pakistan in particular has not been analyzed before. The present study aims at analyzing some of the important predecessors of food waste behavior and thus it significantly adds to the existing body of knowledge of consumer behavior toward food waste.

Taska Kyrana Sdn. Bhd.: to change or not to change its operating days?

2018 ◽  
Vol 8 (2) ◽  
pp. 1-15
Author(s):  
Hazirhah Hashim ◽  
Rohaida Basiruddin ◽  
Farzana Quoquab ◽  
Maizaitulaidawati Md Husin
Keyword(s):  
Undergraduate Students ◽  
Consumer Behaviour ◽  
Institutional Support ◽  
Subject Area ◽  
The State ◽  
Growth Strategy ◽  
Marketing Management ◽  
Promotion Strategy ◽  
Content Type ◽  
The Right

Subject area Entrepreneurship, Marketing management, Consumer behaviour Study level/applicability Undergraduate students, taking courses of entrepreneurship, marketing management and/or consumer behaviour that cover the topics related to entrepreneurial challenges, institutional support, growth strategy, market segmentation and marketing promotion strategy. Case overview This case demonstrates the dilemma of a founder, cum entrepreneur dealing with the issue related to a change in operating days that would affect her business profitability in the kindergarten industry. The case begins with the problem faced by Azizah Ayob, the founder and entrepreneur of Taska Kyrana when she hears that the state minister of Johor has announced that business operation days will be changed from Sunday to Friday with effect from 1 January 2014. The change would be applicable to government institutions in the state. However, businesses and corporations in the private sector can choose to continue observing Saturday-Sunday weekends or switch to the new official rest days of Friday-Saturday. As customers of Taska Kyrana consist of parents working in public and private sectors, as well as Singaporean parents, Ayob needs to choose either to follow the state requirement or to maintain the usual operation days. Expected learning outcomes Using this case, the students should be able to understand the need for institutional support for an entrepreneur; understand a possible growth strategy to cope with the volatile situation; understand the importance of a proper segmentation strategy to target the right group of customers; and understand the importance of a promotional strategy to attract new customers and to retain the existing one in a volatile situation. 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.

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