UNASCO: exploring the market for sustainable business

2018 ◽  
Vol 8 (3) ◽  
pp. 1-19
Author(s):  
Fawzeia Abdulla Al Marzooqi ◽  
Syed Zamberi Ahmad
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Far East ◽  
Business Environment ◽  
Value Theory ◽  
Medium Size ◽  
Market Demand ◽  
Growth Strategies ◽  
Content Type ◽  
Freight Forwarding

Subject area Growth strategies, marketing strategy, resources-based value theory, alliance network model, logistic and supply chain. Study level/applicability This case can be used in undergraduate and graduate classes as well as development programmes for managers in small to medium-size enterprises. The case suits courses in business, strategy, marketing and freight forwarding. Case overview Union National Air, Land and Sea Shipping Co (LLC) (UNASCO) is a small to medium-sized freight forwarding company based in the United Arab Emirates (UAE). It has three offices, two in Dubai and one in Abu Dhabi. UNASCO handles commercial imports/exports from/to many destinations, including Europe, Asia, the USA, India, the Far East, Gulf Cooperation Council (GCC), the Middle East (ME) and Africa. UNASCO has been in business for more than 35 years and has run the business smoothly. Recently, the company has faced several internal and external challenges that impact business performance. These challenges are high operating expenses, stiff competition and low market demand. Due to these challenges, the sales staff is being pressured to generate more income to ensure that the company is not experiencing a loss. Now, UNASCO is uncertain how to sustain the business. Expected learning outcomes The learning outcomes are as follows: to learn about the freight forwarding industry, the competitive landscape and the challenges surrounding it; to enable the participant to generate a list of strengths, weaknesses, opportunities and threats (SWOT) for UNASCO and to gain skill at using SWOT analysis; to increase the participant’s ability to evaluate a situation and effectively communicate remedies about it both in writing and verbally; to enable the participant to analyse a problem using the Fishbone Diagram cause and effect tool; to enable the participant to use the Six Thinking Hats technique to make more reliable and sounder decisions; to gain skill at using Porters Five Forces tool, understand the competitiveness of UNASCO’s business environment, and identify the potential for business growth; and to gain skills at developing a marketing strategy using the 4Ps model. 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.

Al Junaid industrial group: exploring business development strategies during COVID-19 pandemic

2021 ◽  
Vol 11 (2) ◽  
pp. 1-20
Author(s):  
Muna Saeed Al Suwaidi ◽  
Syed Zamberi Ahmad
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
United Arab Emirates ◽  
Air Conditioning ◽  
Business Management ◽  
Business Environment ◽  
Basic Knowledge ◽  
Market Demand ◽  
Content Type ◽  
Industrial Group

Learning outcomes Expected learning outcomes are as follows: to understand the nature of heating, ventilation and air conditioning (HVAC) manufacturing industries based on Al Junaid Industrial group when considering entering such businesses. To understand how unexpected short-term shocks such as a global pandemic may require long-term changes in a company’s outlook and planning. Discuss the marketing mix strategy that the Al Junaid Industrial group business products and services elements follow. To understand the competitiveness of Al Junaid group’s business environment and to identify the potential for business growth. To gain skills at developing a marketing strategy using the products, price, place and promotion model. Case overview/synopsis Al Junaid Industrial group is a small to medium-sized HVAC manufacturing company created over 12 years ago, in the United Arab Emirates. It has a production line company in the Sharjah industrial area with a capacity of 5,000 ft. The company not only manufactures air conditioning and its accessories but also provides installation and maintenance services. As for its international connections, it imports raw materials such as aluminum and exports air conditioning grills and accessories, offering installation services to many destinations, including Kazakhstan, Afghanistan, Uzbekistan and the Gulf Cooperation Council. The company has recently suffered a setback due to the COVID-19 pandemic. In March 2020 its net revenue and profits decreased by an average of 40%. As a result, Al Junaid Industrial group currently faces several internal and external challenges affecting its business performance such as high operating expenses, low market demand and stiff competition. Due to these challenges, this case study argues that Mr. Obaid Al Junaid, the Chief Executive Officer, should develop a new marketing strategy aimed at raising revenues to levels closer to those observed before the onset of the epidemic. Complexity academic level This case could be used in undergraduate and graduate classes of the business management field, as well as in development programs for managers in small to medium-sized enterprises (SME). Students (final year students of an undergraduate program for a bachelor’s degree) are expected to have a basic knowledge of Strategic management and business in general. It is preferred that the students have basic knowledge about small-to-medium businesses. Additionally, the managers in SME should be familiar with operational management, business management and marketing strategy and some of the challenges faced by managers in industrial businesses. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 11: Strategy.

Niyogi books: making a difference in the Indian book publishing industry

2017 ◽  
Vol 7 (1) ◽  
pp. 1-23
Author(s):  
Trisha De Niyogi ◽  
Sushil S. Chaurasia
Keyword(s):  
Strategic Management ◽  
Marketing Strategy ◽  
Learning Outcomes ◽  
Publishing Industry ◽  
Publishing House ◽  
Book Publishing ◽  
Business Environment ◽  
Communication Strategy ◽  
Book Publishing Industry ◽  
Content Type

Subject area Marketing strategy. Study level/applicability The course is well suited for MBA and Executive MBA class on Strategic Management, Marketing Strategy, Brand Management, Entrepreneurship, Innovation and Change in emerging economies. The case can also be taught to senior undergraduate students to explore the issues mentioned in the case as an integrative case for courses like Strategic Management and Marketing Strategy. Case overview Niyogi Books had positioned itself as an independent publishing house with a focus on the niche area of trade books. Due to the internet, digitalization and globalization the dynamics of the book publishing industry had changed considerably, and the company needed to think and reflect on its current position and future strategy. Niyogi Books had added new products and new markets along with other innovations to succeed in the business of publishing. But the way ahead for Niyogi Books was to innovate in light of fast-paced technological advancement. The company needed to balance the digitization of content as well as retailing with its existing print strategy. A related issue is the need to plan an innovative and cost-effective communication strategy to boost sales. Expected learning outcomes The learning outcomes are as follows: analyze the business environment of the publishing industry, realize the need for a branding strategy for small business and apply communication strategies single/multi-channel setting, understand the need of an organization to purposefully adapt an organization’s (self-) resource base (management capability to effectively coordinate and redeploy internal and external competences) and analyze the role of a growth strategy and how it can be used to devise a product/marketing strategy. 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.

Tata Wiron: branding galvanized wires

2015 ◽  
Vol 5 (7) ◽  
pp. 1-8
Author(s):  
Vijay Pundalik Bhangale ◽  
Maithili Prashant Dhuri
Keyword(s):  
Learning Outcomes ◽  
Market Segmentation ◽  
Value Chain ◽  
Far East ◽  
Commodity Market ◽  
Content Type ◽  
Steel Wires ◽  
Wide Range ◽  
Major Player ◽  
Depth Analysis

Subject area Marketing. Study level/applicability MBA Marketing Class. Case overview The case describes the transition of a “Galvanized Wires Business of Tata Steel” into a unique identity, the'Tata Wiron' brand. It focuses on key stages in this journey, including “Understanding the Customers in Galvanized Wires Business”, “Value Chain”, “Challenges Faced”, “Need for Branding”, “Market Segmentation”, “Competition”, “Process of Branding”, “Differentiation”, “Distribution & Sales” and “Promotion”. Tata Steel Wires Business is a major player in the steel wire industry, servicing the discerning needs of its customers across global markets and the leading producer of steel wires in India. A wealth of experience and expertise in the wire industry coupled with latest technology incorporations has enabled Tata Steel Wires Division to constantly meet the most exacting specifications and requirements of its customers. It manufactures a wide range of wires catering to the needs of various industry segments, such as automobile, infrastructure, power and general engineering. The products are well established across the markets of Europe, the USA, Middle East Asia, Australasia, South Asia and Asia and the Far East. Expected learning outcomes The expected learning outcomes are as follows: understanding how in-depth analysis of the competition and value chain establishes the need for branding in a commodity market; understanding how consumer insights help in market segmentation and targeting; and building a brand in commodity market. 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.

Bean There: coffee as a vehicle for change

2021 ◽  
Vol 11 (4) ◽  
pp. 1-63
Author(s):  
Richard Thomson ◽  
Katherine Hofmeyr ◽  
Amanda Bowen
Keyword(s):  
Learning Outcomes ◽  
Swot Analysis ◽  
Corporate Strategy ◽  
Business Environment ◽  
Bottom Line ◽  
Content Type ◽  
Academic Level ◽  
Business Model Canvas ◽  
Market Outlook ◽  
A Company

Case overview At midnight on Thursday, 26 March 2020, the South African government ordered a three-week lockdown in response to the COVID-19 pandemic and subsequently extended this lockdown for a further two weeks until the end of April 2020. Among other measures, businesses not classed as “essential” had to cease operation. This meant that Jonathan Robinson, founder of the Bean There Coffee Company had to close his trendy Cape Town and Milpark coffee shops, as well as the company’s hospitality and corporate business. At the same time, Bean There’s costs increased by 25%, as the rand: dollar exchange rate worsened substantially. A glimmer of hope was that the company was able to continue roasting coffee and supplying its retail clients. Unlike most captains of industry, Robinson was not driven by the bottom line and clamouring shareholders. His corporate strategy was driven by a single, simple purpose: to achieve ethical sustainability aspirations while still running a profitable business. The question for him now, however, was how to ensure that his company could survive in the short term, so that it could achieve these goals in the longer term, and whether he could take this opportunity to think about whether his business was best positioned to achieve these goals when things returned to normal. Expected learning outcomes The learning outcomes are as follows: conduct a thorough analysis of a specific company and its industry, including its markets, competitors, and other aspects of the internal and external business environment, using a range of tools, including a Business Model Canvas (BMC), SWOT analysis and PESTLE analysis; analyse and explain the market outlook of a company; identify and analyse a company’s competitors; discuss and explain a detailed implementation plan showing the way forward for a company, considering its current challenges, including integrating a range of conceptual and analytical fields of knowledge to assess a management dilemma, and arrive at a creative and innovative management solution; and be able to present information and defend substantial insights and solutions to a management dilemma in oral and written modes, appropriate in standard for both the academic and business communities to analyse and appreciate. Complexity academic level Postgraduate Diploma in Management, MBA, Masters in Management, Executive Education. Supplementary materials Teaching notes are available for educators only. Subject code CSS 11: Strategy.

scholarly journals Vichy goes to Brazil: the road to success

2019 ◽  
Vol 9 (4) ◽  
pp. 1-24
Author(s):  
Susana Silva ◽  
Dayane Gôuvea Lima ◽  
Juliana Teixeira Correia
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
International Marketing ◽  
Marketing Mix ◽  
Internationalization Process ◽  
Content Type ◽  
Strategy Adaptation ◽  
Academic Level ◽  
International Marketing Strategy ◽  
The Impact

Learning outcomes The learning outcomes are as follows: analyze the risks and difficulties involved in the internationalization process and the impact of cultural variables (external analysis); understand how the balance between adaptation and standardization can be worked out in building a successful international marketing strategy (adaptation vs standardization dilemma); and analyze how a restructuring of marketing mix variables can shape an assertive and effective repositioning strategy (marketing-mix program). Case overview/synopsis The case of Vichy presents a specific internationalization process, from a European brand in a growing segment, to Brazil, a country with extreme cultural diversity where the barriers to internationalization are large and complex. The case can be analyzed from the point of view of brand repositioning, as it discusses the strategies adopted by the brand during entry into the Brazilian market, and its subsequent repositioning, bearing in mind a better adaptation to the market in question. The goal is to encourage discussions about how cultural barriers can influence the internationalization process of a brand and how the balance between adaptation and standardization can be worked out in building an assertive and effective international marketing strategy. Complexity academic level Master students. 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.

Private label outsourcing at MegaTex – necessity, accessory or a parasite?

2016 ◽  
Vol 6 (3) ◽  
pp. 1-20
Author(s):  
Sushil S. Chaurasia ◽  
Rani Poojitha Devi Kolati
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Management ◽  
Subject Area ◽  
Private Label ◽  
Strategic Choices ◽  
Content Type ◽  
Executive Mba ◽  
The Subject ◽  
E Mail

Subject area The subject area is marketing strategy. Study level/applicability The case is well suited for MBA and executive MBA class on retailing management, strategic management, marketing strategy and brand management. Case overview Retailers see private label as a strategic weapon against brand manufacturer to increase store profitability, but looking at the private label from brand manufacturer’s perspective, determinants and strategic choices are even more complex than that of a retailer. The case is about MegaTex Ltd.’s strategic call for private label production opportunity by Maximus Fashion and Retail Limited. The case discusses the dilemma of MegaTex for manufacturing private label in spite of having their own brand in competition. The case compels to drive strategic questions such as in what circumstances brand manufacturers should concentrate on manufacturing their own brand or should they concentrate on both private label and their brand? Or, as an alternative, should they purely dedicate themselves in manufacturing private label and stop manufacturing their own brand? Expected learning outcomes Participants will be able to understand the concept and economics of private label. Participants will be able to understand the determinants and strategic choices for private label from retailer’s and manufacturer’s perspective. Participants will be able to understand the rationale for which brand manufacturer opts for manufacturing private label in spite of having its own brand in competition. Participants will be able to identify the situations under which a brand manufacturer should concentrate on manufacturing his/her own brand or both private label and his/her brand. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes. Subject code CSS 11: Strategy.

From baby boomer to millennials: the changing flavor of entrepreneurial traits

2019 ◽  
Vol 9 (1) ◽  
pp. 1-19
Author(s):  
Deepa Pillai ◽  
Leena B. Dam
Keyword(s):  
Learning Outcomes ◽  
Family Business ◽  
Financial Management ◽  
Business Strategy ◽  
Business Environment ◽  
Content Type ◽  
Academic Level ◽  
Organic Growth ◽  
Retail Business ◽  
Corporate Entity

Learning outcomes The learning outcomes are as follows: decision-making in the areas of business plan, business strategy, financial management, profit planning and marketing, learning from outer business environment, succession planning for first-generation entrepreneur and choosing appropriate source of financing and drivers for diversification. Case overview/synopsis Immersed in sipping green tea in his capacious office lounge, the octogenarian Arjun Mehta introspected on the trials and tribulations of his journey as an entrepreneur, the voyage which started four decades ago. From 1976 to 2018, the business has now traversed three generations. Starting with Spice Mart (Sole Proprietor) to Hindware and Lament Construction (partnership firms) to Starlite Homes Pvt. Ltd. (corporate entity), Mr Mehta witnessed transformation and restructuring in organization with every new generation which characterized the evolution of family business. Handholding children to take up the reins of Spice Mart was not a calculated choice. Yet it is remarkable to study the growth in organizational structure of the regional family business. As a self-made entrepreneur, morals, ethics and value system are vital ingredients steering the organic growth story. Third-generation Mehta’s are enterprising, aspiring and visionary. With the incorporation of a corporate entity, they convinced themselves to bring inorganic growth in their business. Arjun Mehta gleamed with pride as Spice Mart partakes an organized structure which had lost prominence with the second-generation entrepreneurs. But he is equally hammered with juxtaposed thoughts. He contemplates whether the integration of retail business with real estate corroborates sustainable innovation. Will independent businesses create the brand’s footprints perpetually? Should the millennial confine business natively or should they grow internationally and become a conglomerate? Complexity academic level The case can be exclusively taught to masters and executive education class of students pursuing entrepreneurship and business management courses. The case will supplement understanding of theories of entrepreneurship and dimensions of family businesses in emerging economies. 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.

FragraAroma – accord in business, concord in family

2013 ◽  
Vol 3 (7) ◽  
pp. 1-11
Author(s):  
Nakul Gupta ◽  
Radha R. Sharma ◽  
Rupali Pardasani
Keyword(s):  
Strategic Management ◽  
Organizational Development ◽  
Family Business ◽  
Family Relations ◽  
Business Management ◽  
Spillover Effects ◽  
Business Environment ◽  
Management Program ◽  
Growth Strategies ◽  
Content Type

Subject area Entrepreneurship, internationalization, family-owned business management, strategic management. Study level/applicability MBA/postgraduate management program courses on family business management. The case can be taught at the beginning of the course to acquaint students with the dynamics of family-owned businesses. MBA/postgraduate/undergraduate courses on entrepreneurship. It can be used in the middle of the course to highlight the challenges presented by an entrepreneur due to change in the business environment and macroeconomic scenario. MBA/postgraduate course on strategic management. It can be used at the beginning of the course to introduce strategies for managing and sustaining growth of a business. MBA/postgraduate course on organizational development. It can be used in the middle of the course to help students understand the importance of designing an optimal organizational structure for a family business. Case overview FragraAroma was an Indian fragrance company. Anil Gupta, the Founder and Managing Director of FragraAroma, and his sister Nisha were equal shareholders of the company. With changes in the Foreign Direct Investment Policy in 2013 in India, Anil and Nisha's husband Tarun had different expansion plans for FragraAroma. While Anil was planning to expand FragraAroma internationally, but his sister and her husband wanted diversification of the company's customer segment in the domestic market itself. The case is poised at the juncture, where Anil was facing a labyrinth of critical decisions. Would he go ahead with Tarun's expansion plan or stick to his plan of internationalization? Would his decision affect the harmony of the family? Was there a way that could enable him sailing his family and family business out of the doldrums? Expected learning outcomes This case is primarily about a family business and the dilemmas faced by the owner of that family business. The case captures the challenges faced by a family business in sustaining growth and competitiveness. The case can be used to understand how decisions are taken in a family-owned business. To understand the challenges faced by a family-owned business while developing and implementing its growth strategies. To understand the opportunities and challenges presented to a family-owned businesses when macroeconomic scenarios change. To understand the spillover effects of business decisions on family relations in a typical family-owned business setup. 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.

Buzzfeed Inc: native advertising the way forward?

2018 ◽  
Vol 8 (4) ◽  
pp. 1-18
Author(s):  
Bikramjit Rishi ◽  
Aditya Mehta ◽  
Poulomi Banerjee ◽  
Akshay Deepak
Keyword(s):  
Learning Outcomes ◽  
Business Environment ◽  
Business Administration ◽  
Entertainment Industry ◽  
Content Type ◽  
Strategic Actions ◽  
Customer Base ◽  
Academic Level ◽  
The Difference ◽  
Revenue Projections

Learning outcomes This paper aims to understand the changing landscape of media and entertainment industry, to understand the difference between display advertising and native advertising, to know the standing of BuzzFeed in the industry and to know the strategic actions of BuzzFeed under the current competitive business environment. Case overview/synopsis Founded in 2006 as a viral lab, by Jonah Peretti and John S. Johnson, with the aim of tracking viral content, it caused disruption in the market with its entry and grew very rapidly. It was valued at $1.5bn in 2015, having raised money from numerous investors. The revenue of BuzzFeed was driven by the concept of native advertising. Catchy headlined articles conveyed the sense that BuzzFeed might be charging advertisers on basis of clicks, but this was not entirely true. Instead, BuzzFeed charged a fee from its clients for creating custom content targeting the customer base of the client. However, the year 2015 went tough for BuzzFeed when, as per the reports by Financial Times, it fell short of achieving its targeted revenue of US$250m by US$80m. It forced the company to revise and lower its target revenues for the year 2016 as well. The combined worldwide traffic to BuzzFeed saw a decline of up to 14 per cent. As Claire marketing head looked out of the window and pondered over the slashed revenue projections and the content related issues, the question on her mind was would native advertising sustain BuzzFeed in the longer run? BuzzFeed was known for its viral content and native advertising would involve finding a balance between what is good for the advertisers' brand and what will become viral. Buzzfeed ran a risk of losing brands to other modes of advertisement if they felt that native advertisement, which disguises the product within the content, was not meeting their expectations. Complexity academic level The case is targeted at students of post-graduation and under-graduation programs in Business Administration. 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 Marketing

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.

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