Cervejaria Noi: brewing a go-to-market strategy

2018 ◽  
Vol 8 (1) ◽  
pp. 1-18
Author(s):  
Paulo Arthur Mauro ◽  
Kateline Ketne Daltoé ◽  
João Ricardo da Costa Lopes ◽  
Flavia d Albergaria Freitas ◽  
Victor M.C. Almeida
Keyword(s):  
Learning Outcomes ◽  
Case Reports ◽  
Subject Area ◽  
Marketing Channels ◽  
New Markets ◽  
Market Strategy ◽  
Content Type ◽  
Mba Students ◽  
Advantages And Disadvantages

Subject area Marketing Channels. Study level/applicability The case was developed to stimulate the discussion about decisions and strategies of channel and was recommended for MBA students in courses such as Marketing Channels or Trade Marketing in Business Administration. Case overview The case reports the dilemma experienced in 2013 by Osmar Buzin, one of the partners of Cervejaria Noi, whose specialty beers had achieved prestige among their customers, mainly in the city of Niterói, RJ, where the company was born. This success aroused the interest of other markets that wanted to sell their products. The opportunity for expansion brought together the need to decide how to meet these new markets: deliver directly to the points of sale, as it did before; or use distributors. Osmar knew that he could count on Gilmar Gutbrodt, his partner and brewmaster, along with Bianca Buzin, the General Manager of the brewery to evaluate together the best strategy for reaching new markets. Expected learning outcomes It is expected that at the end of the discussion of the case, students will be able to achieve the following learning outcomes: to design the path-to-market, identifying the role of intermediaries; to identify distribution alternatives and key channel members; and to perceive the advantages and disadvantages of intermediation and its unfolding in channel management. 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.

Employing CSR in SME development to survive Arab Spring fluctuations – the case of Egypt: General Authority for Investment (GAFI)

2013 ◽  
Vol 3 (1) ◽  
pp. 1-6
Author(s):  
Hadia Hamdy Abdel Aziz ◽  
Menatallah Darrag
Keyword(s):  
Economic Development ◽  
Learning Outcomes ◽  
Arab Spring ◽  
Subject Area ◽  
Content Type ◽  
World Class ◽  
Corporate Social ◽  
The Arab Spring ◽  
Clinic Program

Subject area Business ethics, sustainability and economic development. Study level/applicability This case is suitable for both advanced undergraduate and postgraduate levels. Case overview The case presents a pioneering initiative run by the Egyptian General Authority for Investment (GAFI) to mitigate the implications of the 25th of January revolution on SMEs. The case describes the “Business Clinic” program that was designed to provide SMEs with world class consultancy services through the CSR programs of large local and multinational consultancy firms. Expected learning outcomes The case should help students in: defining corporate social responsibility and describing its importance; describing the role of SMEs in economic development; identifying the different growth obstacles that face SMEs; relating theories in different managerial fields that could be linked to CSR and development; investigating the Arab Spring and describing its repercussions on economic development and sustainability; and illustrating CSR role in solving SME problems. 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.

Role of “haraam” practices on behavior and performance of employees: a case study of business organization

2012 ◽  
Vol 2 (8) ◽  
pp. 1-3
Author(s):  
Muhammad Zia-ur-Rehman ◽  
Majid Rashid
Keyword(s):  
Organizational Behavior ◽  
Human Resource ◽  
Education Programme ◽  
Subject Area ◽  
Business Organization ◽  
Content Type ◽  
Mba Students ◽  
Human Resource Practitioners ◽  
And Performance

Subject area Management sciences (organizational behavior). Study level/applicability The case is suitable for MBA students, employees of any organization, human resource practitioners, organization administrators, human resource directors and senior line management. Case overview The study deals with unethical or “haraam” practices at the workplace. It is based on the observation of the researchers. The business organization was selected and the behavior of employees was observed for two months. An interesting behavior of an employee was observed and the change in behavior was followed. The study describes the various factors influencing the behavior and performance of the employee and emphasis is made on the “haraam” practices of drinking alcohol and unacceptable behavior. The focus is on the performance of the employee. Major events and changes were elaborated to deduce the descriptive cause and effect results based on observation. It was found that behavior as well as performance was reduced due to “haraam” practices, which can be a lesson for other employees to follow as well as for managers to devise strategies in order to improve the most important resource of their organization, i.e. the human resource. Expected learning outcomes As this case was designed for an executive education programme, no detail regarding where it fitted into the curriculum is applicable as would be the case with cases designed for students. The case is intended to develop skills in students to creatively approach a common and wide spread problem and to think about the solution in an innovative way. The overall purpose of the case is to engage human resource practitioners (students) in creatively constructing innovative solutions to address the problem of compulsive drinking in the organizational environment. Supplementary materials Teaching notes are available, please consult your librarian for access.

Pepsodent: marketing strategy at the bottom of the pyramid

2017 ◽  
Vol 7 (4) ◽  
pp. 1-16
Author(s):  
Gerard Tocquer
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Equity ◽  
Emerging Market ◽  
Subject Area ◽  
Marketing Mix ◽  
Bottom Of The Pyramid ◽  
Brand Positioning ◽  
Content Type ◽  
Mba Students

Subject area Marketing in an emerging market. Study level/applicability The case is aimed at MBA students in a marketing strategy class on marketing at the bottom of the pyramid or on branding. Case overview A young brand manager faced the challenge to increase drastically a brand market share to 8 per cent in 2015 in a context of a new emerging market with large number of consumers living with no more than US$1.25 a day. Expected learning outcomes Expected learning outcomes are as follows: to familiarize students with emerging markets characteristics; to illustrate the challenges of marketing a brand to local consumers with limited financial resources to craft a marketing strategy for Pepsodent with a clear positioning, allowing the Pepsodent brand to differentiate itself and to leverage its brand equity; and to develop a marketing-mix aligned with the brand positioning. 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.

The Indian airline industry – will the flight be smooth?

2014 ◽  
Vol 4 (3) ◽  
pp. 1-12 ◽  
Author(s):  
Rangarajan Srinivasan ◽  
Vindhyalakshmi A. Prasad
Keyword(s):  
Learning Outcomes ◽  
Airline Industry ◽  
Subject Area ◽  
Current Situation ◽  
Point Of View ◽  
Aviation Industry ◽  
Economic Point ◽  
Content Type ◽  
Mba Students ◽  
Detailed Picture

Subject area The case concerns introductory marketing management. Study level/applicability This case is suitable for MBA students. Case overview The case explains the current situation encountered by the airline industry in India. This case gives the reader a detailed picture of the reasons for the growth and the subsequent troubles faced by the Indian aviation industry. Expected learning outcomes The case is aimed at helping the students to analyse a marketing situation both from a macro-economic point of view and from an individual company perspective. 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.

Social media marketing at Reebok India — the dilemma of ROMI and beyond

2012 ◽  
Vol 2 (8) ◽  
pp. 1-19
Author(s):  
Pinaki Dasgupta ◽  
Jones Mathew
Keyword(s):  
Social Media ◽  
New Media ◽  
Direct Marketing ◽  
Subject Area ◽  
Social Media Marketing ◽  
Content Type ◽  
Mba Students ◽  
Advertising And Promotion

Subject area Marketing management, digital marketing, advertising and promotion management, and technology management. Study level/applicability The case is suitable for BBA and MBA students. It can also be considered in executive education programs. Case overview Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and channel these into the new area of social media marketing. This had also created concerns in Venkatesh's mind about the possibility of the new media not showing favourable results while budgets of the traditional and tried and tested media like PR and direct marketing were being chopped. Expected learning outcomes These include: understanding the dilemma of an organization's adoption of newer marketing tools as opposed to traditional marketing practices; evaluating the role of newer mediums like social media marketing and its long term and short term relevance; understanding the origins and development of social media marketing to grasp the full scale of its usefulness; and appreciating the complexities of measuring the effectiveness of social media marketing initiatives. Supplementary materials Teaching notes are available, please consult your librarian for access.

Improving customer satisfaction by increasing the reach: Life Insurance Corporation of India

2016 ◽  
Vol 6 (2) ◽  
pp. 1-21
Author(s):  
Prashant Raman
Keyword(s):  
Customer Satisfaction ◽  
Learning Outcomes ◽  
Life Insurance ◽  
Traditional Approach ◽  
Insurance Industry ◽  
Subject Area ◽  
Modern Approach ◽  
Content Type ◽  
Daunting Task

Subject area Strategic Management and Marketing. Study level/applicability Management students (MBA). Case overview In the present times of global competition and busy schedules of individuals, it is expected that companies provide service with security, sincerity and flexibility keeping pace with changing global scenario of marketing. Service receiver expects competitive and optimum facilities with ease while sitting in any corner of the world at any time of the day. It implies that the service provider should be available at all times/all places for satisfying the needs of the customers. A daunting task ahead of Life Insurance Corporation of India (LIC) was to change its conventional approach and work toward a newer, user-friendly one. The top management, i.e. the Board of Directors, took up the task of identifying a quicker but securer approach to provide optimum facilities to the policyholders. Expected learning outcomes Achieving customer satisfaction through alternate collection channels and retaining market share, role of customer servicing in creating competitive advantage, challenges for a large public sector enterprise – traditional approach or modern approach, role of private companies in development of insurance industry, creating awareness about the product/service through different distribution channels and use of information and telecommunication technologies to reach remote places, are the expected learning outcomes. 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

Makerere University Business School co-evolution journey: the role of extraordinary performers

2018 ◽  
Vol 8 (3) ◽  
pp. 1-16 ◽  
Author(s):  
Moses M. Kibirango ◽  
John C. Munene ◽  
Abbey Mutumba
Keyword(s):  
Human Resource ◽  
Corporate Entrepreneurship ◽  
Subject Area ◽  
Positive Deviance ◽  
Complex Nature ◽  
Content Type ◽  
Institutional Processes ◽  
Mba Students ◽  
Generative Leadership

Subject area Corporate entrepreneurship; Intrapreneurship; Human Resources. Study level/applicability MBA students in Human Resource, entrepreneurship and/or PhD students in the areas of Human Resource, Corporate Entrepreneurship and/or on Intrapreneurship studies. Case overview This case reveals that progressive change originated from individual’s positive deviance approaches, opportunistic sensitivity, ability to learn, evaluate and the ability to develop ideas on how to exploit or pursue identified opportunities (intrapreneurial behaviour). Expected learning outcomes The student will learn to deal with the complex nature of organisations and the tendencies of institutional processes to be uncertain, unpredictable, and uncontrollable; appreciate the internal workings of an organisation, the external environment; and understand the role of generative leadership, positive deviance, novelty ecosystems and intrapreneurial behaviour and the fact that connections and interactions in a social network are non-linear or non-proportional. This means that complex system predictions can be much more than simple regression predictions. They will be able to apply both bottom-up and top-down influences from proactive leadership or generative leadership events and benefit from positive results and the emergence of innovation. 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: 3 Entrepreneurship.

Synergy between ISA and manual auditing practises at Jain Chowdhary & Company, India

2011 ◽  
Vol 1 (3) ◽  
pp. 1-14
Author(s):  
Meghna Rishi ◽  
Anjana Singh
Keyword(s):  
Learning Outcomes ◽  
Financial Management ◽  
Subject Area ◽  
Internal Controls ◽  
Content Type ◽  
Teaching Objectives ◽  
The Cost ◽  
Source Of Information

Subject area Finance, accountancy, auditing. Study level/applicability Supports information systems audit (ISA), auditing practises and controls, corporate governance and internal controls and financial management modules, business administration and MBA programmes. Case overview The case study focuses on the implementation of ISA and information technology in the highly responsible task of executing financial audits The case emphasises on the fact that the advantages of ISA can only be reaped when they are amalgamated with an auditor's scrutiny, sharp eye, extensive knowledge of auditing systems and accounting principles and a rich experience of the auditing function. The suggested synergy also facilitates a reduction of around 60 per cent, in the cost of executing the audits and the man-hours required to complete the audit, as in the case of Jain Chowdhary & Company. Expected learning outcomes The case helps students to comprehend the relevance of audit trail. It emphasises on the importance of identifying the source of information and tracking raw data backward. It familiarises the students with the complexities involved in a real audit and emphasises on the role of logic, intelligence, diligence, patience and farsightedness while performing the auditing function. It is important for them to understand how White collar crimes take place in real business economy. This case, hence exposes students to these nuances and can make a student, from a non-commerce background, understand the key elements of efficient auditing. (Elaborate teaching objectives are appended in the teaching note.) Supplementary materials Teaching note.

CORE PDS: empowering the poor

2017 ◽  
Vol 7 (1) ◽  
pp. 1-28
Author(s):  
Namrata Sharma ◽  
B.S. Sahay ◽  
PRS Sarma
Keyword(s):  
Learning Outcomes ◽  
Rural Areas ◽  
Distribution System ◽  
Urban Areas ◽  
Phase 1 ◽  
Subject Area ◽  
Mass Scale ◽  
Content Type ◽  
Ict For Development

Structured abstract Subject area information and communication technology (ICT) for development. Study level/applicability Master of Business Administration Program’s Management Information Systems courses. Or introductory courses in Masters in ICT for Development. Case overview The paper aims to highlight the endeavour of public distribution system (PDS), a food security scheme for under-privileged people in India, towards excellence, using ICT in the state of Chhattisgarh. It presents two important roles of ICT: one, as a system improvement tool, through supply chain integration (in Phase 1) and, the other, as tool for empowerment, by providing choices through computerized online real-time electronic (CORE) PDS (in Phase 2). CORE PDS was intended to provide choices of retail outlets to poor beneficiaries for collecting their food entitlement, breaking the retail outlet’s monopoly. The project was successfully implemented in some urban areas of Chhattisgarh, providing motivation for its mass scale roll-out. But, the contextual differences between rural and urban settings were raising questions on the ultimate value expected to be delivered by the project in rural areas. Expected learning outcomes Two major learning outcomes of the case: students will appreciate the multi-faceted role of ICT in improving the performance of a system meant for a financially poor section of the society; students will understand the role of contextual settings in a developing economy in the endeavour of ICT projects for societal development. 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 10: Public Sector Management.

PepsiCo MEA: the role of packaging in brand activation

2015 ◽  
Vol 5 (3) ◽  
pp. 1-12
Author(s):  
Melodena Stephens Balakrishnan
Keyword(s):  
Learning Outcomes ◽  
International Business ◽  
Business Strategy ◽  
Consumer Behaviour ◽  
Subject Area ◽  
Master's Students ◽  
Content Type ◽  
Advertising Industry ◽  
Business Practitioners

Subject area Marketing, International Business, Strategy, Packaging, Promotion. Study level/applicability Graduate students. Case overview This case is recommended to master's students studying consumer behaviour, products strategy, brand activation and international business. Practitioners in the food industry, design and advertising industry may also find this case interesting. Policymakers looking at mobility of products across borders may also consider this case interesting. Expected learning outcomes This paper explains the role of packaging in brand and product strategy; describes how packaging can give a competitive advantage in the fast-moving consumer goods category; relates consumer insights to strategy using packaging to achieve market objectives like penetration, market share increase, engagement and loyalty. 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.

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