Accurate arc: to grow or not to grow?

2019 ◽  
Vol 9 (2) ◽  
pp. 1-12
Author(s):  
Neha Seth ◽  
Monica Singhania
Keyword(s):  
Marketing Research ◽  
First Year ◽  
New Delhi ◽  
Content Type ◽  
Postgraduate Students ◽  
Academic Level ◽  
Target Segment ◽  
Customer Segment ◽  
Set Up ◽  
Future Direction

Learning outcomes The purpose of this paper is to understand the situation of Accurate and then to consider possible options for Accurate to face competition in future. Several opportunities are also linked with certain drawbacks and hence by studying the entire mechanism, the decision makers of Accurate may decide on its future direction and how to go about it. Case overview/synopsis Accurate Weld Arc was established in New Delhi in 1993, his son. The company focused on manufacturing wire drawings and selling to niche customer segment. Due to this, they were operating at a modest turnover. At this juncture, the organization took two critical decisions, first, to enter the welding electrodes market which had a bigger target segment, and second, to hire a Marketing Head who conducted an extensive marketing research to recognize the need of customers and to identify differentiating factors for the organization. Later, the company made further investment in middle-gauge welding electrodes and its turnover climbed in the first year. After that, the company had set up a manufacturing unit in Raipur, Chattisgarh which generated huge profit and is now looking forward to spread its wings in other parts of the country. Complexity academic level This case may be used for postgraduate students, who are doing their specialization in finance and accounting. 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 1: Accounting and Finance

Seeking reliable services: a case of natural gas distribution utility

2021 ◽  
Vol 11 (3) ◽  
pp. 1-21
Author(s):  
Narpat Asia ◽  
Pramod Paliwal ◽  
Yupal Shukla
Keyword(s):  
Natural Gas ◽  
Customer Service ◽  
State Government ◽  
Market Research ◽  
Gas Distribution ◽  
Content Type ◽  
Academic Level ◽  
Customer Segment ◽  
Customer Services ◽  
Functional Teams

Learning outcomes The learning outcome of this paper are as follows: enabling students to learn about business and marketing issues of the natural gas distribution industry. To expose students to organizational processes aimed at finding solutions to customer issues. To make them appreciate the aspects of service quality and SERVQUAL model. To make the students aware of the significance of market research for problem-solving. How to use market research findings to address the customer issues? Enabling the students to learn how cross-functional teams contribute to addressing marketing and customer issues. Students should appreciate how to study towards creating a customer-centric organization with an organization-wide commitment including that from the top leadership. Case overview/synopsis Abhay Shankar, Sr. Manager-Customer Service at Reliable Gas Company Limited a state government piped natural gas (PNG) distribution utility whose customer service department is concerned about the provision of best service to its PNG domestic customers. Domestic customers are low volume but largest in numbers and are considered to be a tough, demanding customer segment. A general opinion among the marketing team of the company is that they are trying their best to serve its customers and that their efforts are no less than their private sector counterpart global gas customer service efforts. Abhay is in dilemma on what to do to improve customer services? Complexity academic level Masters students. Supplementary materials Teaching notes are available for educators only. Subject code CSS: 8 Marketing.

“Anjaneya” health drink: re-positioning dilemma

2018 ◽  
Vol 8 (4) ◽  
pp. 1-20
Author(s):  
Aasha Jayant Sharma ◽  
Vandana Prashant Sonwaney
Keyword(s):  
Market Share ◽  
Market Research ◽  
Marketing Research ◽  
General Purpose ◽  
Value Proposition ◽  
Content Type ◽  
Survey Techniques ◽  
Academic Level ◽  
Research Techniques ◽  
Mental Mapping

Learning outcomes The students will get a hands on research techniques like mental mapping, laddering and means end chain (MEC) model for value proposition and survey techniques. Case overview/synopsis Market Research has always acted as one of the major driving force behind the successful launch of any product in any market. There are several evidences of how market research and thorough understanding of the consumers in and out has lead companies reach new peaks and acquire market share. This case deals with a company called Eco-Remedies, based in Nashik, India, which is in the business of providing eco-solutions to different health ailments and also general purpose health supplements like health drinks. The major concentration is on the product called “AnjaNeya-The Graviola fruit drink” from Eco-Remedies, where in different research techniques were used to gather information so that appropriate strategies could be implemented in order to increase the market share of the product and create a strong position in the minds of the customers. The case deals with gathering consumer insights and then developing appropriate positioning strategies for Eco remedies based on consumer value proposition using the MEC theory, mental mapping, blind tests and general consumer survey. Complexity academic level The study is applicable to Masters level Marketing Management and Marketing Research Studies. 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.

Metamorphosis from virtual community to ‘For Benefit’ enterprise: chronicle of PULA and PULA Exclusives Pvt. Ltd.

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Leena B. Dam ◽  
Deepa Pillai
Keyword(s):  
Digital Media ◽  
Business Strategy ◽  
Social Cognitive ◽  
Cognitive Theory ◽  
Virtual Community ◽  
Primary Data ◽  
Content Type ◽  
Team Members ◽  
Postgraduate Students ◽  
Academic Level

Theoretical basis The instructor should discuss the various forms of organization. Particular reference needs to be drawn on “For Benefit” firms. How such firms enable societal development should be stressed upon. Other theories considered are “need achievement theory”, “self-determination theory” and “social cognitive theory.” Research methodology The primary data for the case was from a series of in-depth interviews and interactions with Sonia and her core team members of Bazaar and Approval Teams. Frequent deliberation with the founder and core team led to interesting dialogues on the aspiration to uphold Pune Ladies Association (PULA) Exclusives Pvt. Ltd. as a “For Benefit firm” and developing indigenous women entrepreneurs which was a stimuli for writing the case. Online surveys of the PULA verified sellers were conducted to identify their rationale of starting the venture and also their experiences on the PULA platform. Case overview/synopsis March 2019, the core committee of PULA Exclusives Pvt. Ltd. (the firm) engineered a dialogue. They wanted to expand a new horizon with its mission of “For Benefit”. The firm is an offshoot of PULA, a virtual women’s community in Facebook. Complexity academic level The case may be used for postgraduate students pursuing entrepreneurship and management courses. The case can be used for teaching executive level programs of business strategy and digital media. The case applies to the use of digital media in businesses, social entrepreneurship and innovation strategies.

Biotronik: bypassing the commodity trap of medical devices in South African healthcare

2021 ◽  
Vol 11 (1) ◽  
pp. 1-31
Author(s):  
Stephanie Barden ◽  
Geoff Bick
Keyword(s):  
Learning Outcomes ◽  
Medical Device ◽  
Work Experience ◽  
Local Market ◽  
Medical Device Industry ◽  
Shelf Space ◽  
Content Type ◽  
Postgraduate Students ◽  
Academic Level ◽  
Device Industry

Learning outcomes The learning outcomes of this paper is as follows: to analyse the drivers, mediators and threats of commoditisation. To critically evaluate the merits of different marketing options that may be employed to avoid commoditisation. To critically assess the branding-focussed or customer-focussed strategies that could be used. To develop appropriate strategies for Biotronik SA to counter commoditisation in the future. Case overview/synopsis The case begins with the protagonist and managing director of Biotronik SA, Robbie Nel, brewing over a new industry development. One of the leading private hospital groups has sent an open invitation to medical device suppliers to tender, where the lowest-priced products will win shelf space in their cathlabs. Robbie has to decide whether to sacrifice Biotronik SA’s profit margins to win the tender or risk not being stocked in their cathlabs. Or, he must find an alternative non-price-based strategy to pursue. The medical device industry is facing increasing price pressures from various stakeholders in the device-purchasing process. The decision to purchase is no longer the responsibility of specialist physicians alone. International and local market trends indicate that the medical device industry is threatened by commoditisation. Robbie has to make a decision on changing the Biotronik SA business model and strategy in response to these macro trends. Complexity academic level This teaching case is aimed at postgraduate students, particularly those pursuing MBA, EMBA and Postgraduate Diploma programmes, as well as specialist masters and executive education. The students should have some work experience to comprehend and assess the case from a practical 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. Subject code CSS 8: Marketing.

The Express Tribune: touching the tricky price point

2015 ◽  
Vol 5 (3) ◽  
pp. 1-6
Author(s):  
Lalarukh Ejaz ◽  
Amber Gul Rashid ◽  
Khadija Bari
Keyword(s):  
English Language ◽  
Subject Area ◽  
First Year ◽  
Main Theme ◽  
Successful Operation ◽  
Content Type ◽  
Oligopolistic Market ◽  
Time Period ◽  
Pricing Decision ◽  
Set Up

Subject area Economics, entrepreneurship, pricing and marketing strategy, print industry in Pakistan. Study level/applicability Undergraduate and first-year graduate level. Case overview The main theme of the case revolves around decision-making by the publisher, Bilal Lakhani, as he operates in conditions of an oligopolistic market. The case focuses on the set-up of a major English-language newspaper, The Express Tribune, in conjunction with the internationally branded and well-regarded International Herald Tribune by a well-known business group of Pakistan. The group already has a major Urdu newspaper, which has been operational for 15 years, and three television channels, as well as a host of other non-media-related businesses. The case tries to go behind the reasons for setting up an English-language newspaper in a market which already has at least five major existing ones and where literacy is not that widespread. Also, experience in much of the rest of the world would suggest that newspapers – i.e. the print media – are in decline, especially because of the rise of the Internet and social media as means for providing news, information and entertainment. The case is set in Karachi, Pakistan's media capital and, in particular, in an organization that has been involved in the business of media for several years. It currently runs the country's second most-circulated Urdu newspaper, Daily Express. Specifically, the time period is three weeks after the paper, The Express Tribune, was launched into a market with a few competitors and high brand loyalty for existing competitors. The publisher of the paper, Bilal Lakhani, is questioning his pricing decision right after the launch of the paper and there are a series of reasons he is looking into on how he set the original price and why should he reduce the price of the paper now. Expected learning outcomes Students should be able to see, understand and analyze: challenges faced by entrepreneurs of starting an initiative which has a largely unreliable and untested audience; the extent of interdependence in an oligopolistic industry and how it influences the current and future decision-makings of an entrepreneur or any other firm for that matter, especially in a developing economy; the personnel, financial production and regulation issues involved in setting up assembly/ delivery systems that deliver a product for mass use, i.e. a newspaper; and the pricing and marketing strategies involved in the launch and subsequent successful operation of a product, in this case, a newspaper. 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.

Aural Teaching in the First Year of Tertiary Education: An Outline for a Course

1987 ◽  
Vol 4 (2) ◽  
pp. 115-138 ◽  
Author(s):  
George Pratt ◽  
Michael Henson
Keyword(s):  
Tertiary Education ◽  
First Year ◽  
Full Time ◽  
Research Assistant ◽  
Postgraduate Students ◽  
Music Department ◽  
Musical Perception ◽  
Set Up ◽  
Head Of Department

The unit for Research into Applied Musical Perception (RAMP) was set up in the Music Department of Huddersfield Polytechnic in October 1985. Led by Professor George Pratt, then newly appointed as Head of Department, it was supported generously by the Polytechnic which made available a full-time Research Assistant post, filled by Michael Henson. Dr John Sloboda of Keele University, musical psychologist and author of ‘The Musical Mind’, agreed to be an Associate of the Unit and to co-supervise the first postgraduate students registered for research degrees.The Unit spent a year enquiring of other institutions about their attitudes to teaching musical perception, and trying out a first-year course which this article describes.

“Good-looking step” in “bad direction” – RBI Internal Working Group proposal

2021 ◽  
Vol 11 (3) ◽  
pp. 1-14
Author(s):  
Avil Saldanha ◽  
Rekha Aranha
Keyword(s):  
Working Group ◽  
Banking Sector ◽  
Secondary Data ◽  
Content Type ◽  
Postgraduate Students ◽  
Internal Working ◽  
Academic Level ◽  
Banking Regulations ◽  
Reserve Bank ◽  
Crony Capitalism

Learning outcomes After discussing this case, the authors expect that the students will have the following learnings: critically analyse the latest Reserve Bank of India (RBI) banking proposal, which was proposed by the Internal Working Group (IWG) in November 2020. Understand concepts such as connected lending, crony capitalism and financial crisis. Have a basic idea about the Banking Regulations Act, 1949 and regulatory framework in the Indian banking sector. Case overview/synopsis This case is an analysis of the recent RBI proposal on banking regulations in India. The authors have referred secondary data in terms of published papers by stalwarts and experts in the banking and economics field. This case analyses the pros and cons of the IWG proposal to RBI governing body. The case also touches upon interesting banking and macroeconomics concepts. What makes this case interesting is that RBI is open to receive comments from all the stakeholders till January 2021. Complexity academic level Applicable to undergraduate and postgraduate students studying banking and finance specialisation in commerce and business management streams. Supplementary materials Teaching notes are available for educators only. Subject code CSS 1: Accounting and Finance.

Sushruth Ayurved Industry: strategies for growth

2021 ◽  
Vol 11 (2) ◽  
pp. 1-22
Author(s):  
Gururaj Kidiyoor ◽  
Prashant V. Yatgiri
Keyword(s):  
Health Care ◽  
Capacity Utilization ◽  
Cost Effective ◽  
Online Marketing ◽  
Content Type ◽  
Otc Drugs ◽  
Online Sales ◽  
Academic Level ◽  
Elective Course ◽  
Set Up

Learning outcomes Understand the dynamics of the diabetes supplement market and carry out an industry analysis using Porter’s five force analysis. Understand the challenges faced by a small entrepreneur in setting up distribution channels and examine the channel powers that come into play in the given context. Discuss the merits and demerits of traditional vs online channels. Understand the factors that are important to succeed in a highly competitive diabetes supplement industry (this would include aspects such as value sought by end customer, business-to-business [B2B] buyers, expertise required to handle B2B customers and also the price and salesforce reward approaches). Enumerate the merits and demerits of individual product branding vs an umbrella brand for a company selling over-the-counter (OTC) drugs online. Understand the various considerations for export marketing for OTC drugs. Case overview/synopsis Sushruth Ayurved Industry (SAI) is a proprietorship firm owned by Girish Banvi who always dreamt of being an entrepreneur. He had set up SAI to produce diabetes supplement by the name “Sugar Knocker” to give wings to his dreams. Notwithstanding competition from corporate players and demands from health-care practitioners, he had to abandon his traditional route to selling his product and open his eyes to online marketing. He believed it could provide him the perfect medium to reach his prospects directly without any middlemen within a cost-effective budget. SAI registered revenue of INR 24m per year, completely attributable to online sales. With a firm footing in the online space, Girish was now exploring physical marketing to expand his audience reach in the B2B market and also add new products to his portfolio. He was also worried about the low capacity utilization of his manufacturing unit, which stood at 20%. With only 30% of the 40 formulations used, there was much scope for expansion. With his plant capacity underused, the time was ripe for Girish to trace his footsteps from where he had begun in the first place. Complexity academic level This case can be used in marketing management course under the marketing strategy module. It can also find use in the elective course on marketing channels, and in sectoral programs such as health-care management or MBA in health care. This case can also be used in the health-care products marketing course. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.

“Bookmysurprise”: navigating through the predicament of a start-up

2021 ◽  
Vol 11 (2) ◽  
pp. 1-10
Author(s):  
Shagun Bansal ◽  
Inakshi Kapur ◽  
Anjani Kumar Singh ◽  
Piyush Verma
Keyword(s):  
Small Business ◽  
Learning Outcomes ◽  
Scale Up ◽  
New Venture ◽  
Event Management ◽  
Content Type ◽  
Academic Level ◽  
Short Period ◽  
Pros And Cons ◽  
Set Up

Learning outcomes The learning outcomes of this paper are as follows: to identify the pros and cons of waged employment and entrepreneurship, to identify the contextual factors influencing entrepreneurship, to set up a new venture, namely, steps, challenges involved and decision-making process, to scale up a small business; when, how and where? And to tradeoff required for scaling up a small business. Case overview/synopsis Pooja, a young management graduate from Varanasi, decided to overcome all challenges and barriers faced by a women entrepreneur and chase her lifelong dream of creating her own event management startup. After having achieved phenomenal success in a short period of time within the city, she began to receive interest from neighbouring cities as well. The decision to scale up operations was particularly difficult for Pooja, as she had funded the venture through her personal funds and personally nurtured the business and her team based on the values of quality and creativity. Like any small business, she had to decide what level of trade-off was required between scaling and dilution of control over the operations. Complexity academic level The case study is applicable for students of management. The learnings from the case can be applied by an individual who is looking to start a business or expand one. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 3: Entrepreneurship.

Wow Momo Foods Pvt. Ltd.: in search of new growth drivers

2020 ◽  
Vol 10 (4) ◽  
pp. 1-25
Author(s):  
Swati Singh ◽  
Sudhir Naib ◽  
Kartikeya Singh
Keyword(s):  
Market Share ◽  
Successful Implementation ◽  
Branding Strategy ◽  
Content Type ◽  
Academic Level ◽  
Positioning Strategy ◽  
Short Period ◽  
Game Plan ◽  
Set Up ◽  
Quick Service

Learning outcomes The case presents an ideal platform for discussing the branding strategy, brand elements and the factors that contributed to success of an entrepreneurial venture in the quick-service restaurant (QSR) segment. Further, it enables students to discuss changes that are necessitated as the firm looks for new growth avenues. After working through the case and assignment questions, students will be able to analyze the entrepreneurial journey of a startup in red ocean markets by assessing the factors that contributed to its success; comprehend the importance of branding strategy for small business – choosing/designing of brand elements and selecting the positioning strategy; and assess changes needed in the branding strategy over time and devise strategies for the continued success of the firm. Case overview/synopsis Kolkata-based QSR chain Wow! Momo was bootstrapped with a meager INR 30,000 in 2008 by two school friends Sagar Daryani and Binod Kumar. It went on to become India’s Wow! Momo very first QSR specializing in momos. By the year 2019, Wow! Momo was dishing out India’s favourite street food, “momos” from 300 outlets across 15 cities. It also claimed to have captured 90% market share in the organized momo business. The startup grew at a CAGR of over 50% between 2015 and 2019 and reported INR 1.19bn revenue in financial year 2019 with an EBITDA of 9.3%. Wow Momo Foods Pvt. Ltd (WMF), the parent company of Wow! Momo, had tasted stupendous success within a short period and set an ambitious goal of achieving revenue of INR 10bn by 2023–2024. Wow! Momo had achieved top of mind recall among the target customers and was also vying for the same share of wallet as formidable international giants such as McDonald’s, Domino’s, Burger King and KFC. However, compared to these large players, Wow! Momo offered a limited menu and a smaller average ticket size. At the same time, Wow! Momo’s market share was also threatened by a host of branded momo players that offered a similar menu and pricing. Both these factors did not argue well for WMF’s mammoth growth objective. Achieving revenue of INR 1.19bn in a matter of just 10 years was no small feat, but reaching targeted INR 10bn in half that time needed a different game plan altogether. The founders clearly needed to rethink their strategies for the next phase of growth. What would be the next growth driver for the company? Should it look for greener pastures outside India? Was it time to diversify the menu and think beyond momos? If so, then should new items be added to existing menu or a new brand be launched altogether? The case maps the journey of two entrepreneurs as they went on to set up a successful QSR chain. It examines their trials and tribulations as well as successful implementation of marketing strategy. It also looks at the dilemmas faced by a startup as it searches for new avenues for growth. Complexity academic level Graduate and postgraduate courses in Management. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

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