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Management

Case Folio

January'04
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CASE IN FOCUS

The `David Beckham' Brand

-- Shirisha Reghani

The case discusses the `branding' of one of the most successful sportsmen of the 21st century, the soccer legend David Beckham. Due to his skills on the field, his good looks and his lifestyle, David Beckham has become a style icon for millions of fans across the world. The case talks about the various endorsement deals he has entered into over the years such as Vodafone, Adidas, Pepsi, Brylcreem and Mark & Spencer's (besides some Japanese companies). The concept of celebrity endorsements and the various associated issues are also explored. Finally, the case takes an in--depth look at the landmark business deal in 2003, wherein the £200 mn brand, Beckham, was `sold' by Manchester United to Real Madrid, a Spanish club.

BUSINESS ETHICS AND CORPORATE GOVERNANCE

Kmart _ Forced Towards Bankruptcy?

-- A Mukund

The case explores the events that led Kmart, a US--based retailing company that was an integral part of the country's corporate history, to bankruptcy in 2002. It explains how the company, which was struggling with various problems on the operational front, was pushed into bankruptcy by the various unethical and illegal practices resorted to by its executives including former Chairman Conaway and former President Schwartz. The case also takes a brief look at Kmart's reorganization plans and its efforts to emerge from bankruptcy during 2002--03. Finally, the case discusses Kmart's future prospects in the light of its changed strategic game plan and the various problems that still persist.

BUSINESS STRATEGY

Advanced Micro Devices _Life Beyond Intel

-- V Sarvani

The case discusses the competition between Intel and AMD, the number one and two players respectively, in the global semiconductor industry. The war between the two companies in terms of product superiority, technology transfer issues, pricing strategies and marketing campaigns has been explored in detail. The case provides information on AMD's growth over the years and traces the events that led to the two companies becoming bitter rivals. The launch of various microprocessor chips by the two companies, and their competitive moves have also been discussed. The case also touches upon the future prospects of the two companies, the industry as well as the consumers in the light of this intense competition.

IT AND SYSTEMS

Fedex _ The E--procurement Journey

-- K Subhadra

The case looks at how the leading logistics solutions company FedEx implemented e--procurement solutions to enhance the efficiency of its procurement process. The case also discusses the evolution of the e--procurement concept. It also explores the implementation procedure of the Ariba Buyer solution at the company.

OPERATIONS

Logistics Management at Domino's India

-- Sanjib Dutta

The case gives an overview of Domino's revamped supply chain operations in India. It discusses the benefits of the new logistics model and the reasons for the revamp. The case analyzes how the benefit of low costs achieved through the new model was passed on to the customers in the form of lower prices. It also compares Domino's new supply chain model with McDonald's supply chain model.

SUPPLY CHAIN MANAGEMENT

Naturally Fresh Dresses its Supply Chain with New Capabilities

-- Jean V Murphy

Rapid growth, Y2K issues and the need to better control and trace inventory all led salad dressing manufacturer Naturally Fresh to implement an enterprise system that included robust supply chain capabilities.

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Automated Teller Machines (ATMs): The Changing Face of Banking in India

Bank Management

Information and communication technology has changed the way in which banks provide services to its customers. These days the customers are able to perform their routine banking transactions without even entering the bank premises. ATM is one such development in recent years, which provides remote banking services all over the world, including India. This paper analyzes the development of this self-service banking in India based on the secondary data.

The Information and Communication Technology (ICT) is playing a very important role in the progress and advancement in almost all walks of life. The deregulated environment has provided an opportunity to restructure the means and methods of delivery of services in many areas, including the banking sector. The ICT has been a focused issue in the past two decades in Indian banking. In fact, ICTs are enabling the banks to change the way in which they are functioning. Improved customer service has become very important for the very survival and growth of banking sector in the reforms era. The technological advancements, deregulations, and intense competition due to the entry of private sector and foreign banks have altered the face of banking from one of mere intermediation to one of provider of quick, efficient and customer-friendly services. With the introduction and adoption of ICT in the banking sector, the customers are fast moving away from the traditional branch banking system to the convenient and comfort of virtual banking. The most important virtual banking services are phone banking, mobile banking, Internet banking and ATM banking. These electronic channels have enhanced the delivery of banking services accurately and efficiently to the customers. The ATMs are an important part of a bank’s alternative channel to reach the customers, to showcase products and services and to create brand awareness. This is reflected in the increase in the number of ATMs all over the world. ATM is one of the most widely used remote banking services all over the world, including India. This paper analyzes the growth of ATMs of different bank groups in India.

International Scenario

If ATMs are largely available over geographically dispersed areas, the benefit from using an ATM will increase as customers will be able to access their bank accounts from any geographic location. This would imply that the value of an ATM network increases with the number of available ATM locations, and the value of a bank network to a customer will be determined in part by the final network size of the banking system. The statistical information on the growth of branches and ATM network in select countries.

Indian Scenario

The financial services industry in India has witnessed a phenomenal growth, diversification and specialization since the initiation of financial sector reforms in 1991. Greater customer orientation is the only way to retain customer loyalty and withstand competition in the liberalized world. In a market-driven strategy of development, customer preference is of paramount importance in any economy. Gone are the days when customers used to come to the doorsteps of banks. Now the banks are required to chase the customers; only those banks which are customercentric and extremely focused on the needs of their clients can succeed in their business today.

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