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Management

Case Folio

Febuary'04
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CASE IN FOCUS

Avis Still Trying Harder!

--V Sarvani

The case discusses the strategies adopted by the car rental company, Avis Rent-a-Car System, to gain market share in the US and European car rental industries. It provides detailed background information about the company, tracing the continual changes in its ownership over the decades. The case examines the marketing strategies undertaken by Avis and the transformation of its runner up status into a marketing virtue, to become the market leader in Europe and attract an extremely loyal client base in the US. The case also takes a look at the various humanitarian programs launched by Avis over the years to support its marketing initiatives.

FINANCE

Microsoft's Cash Balance: How Much is too much?

--Sharath Jutur

The case deals with the cash management policies of the global software major Microsoft. In 2003, the company reported an excessively high cash balance of $62.7 bn. The case examines the reasons why Microsoft maintained such a high balance and discusses various aspects of the company's financial management practices.

HRM

Fannie Mae's Human Resource Management Policies

--Neela Radhika

The case examines the innovative human resource (HR) policies adopted by the largest mortgage financing firm in the US, Fannie Mae. These policies helped the company earn the reputation of being one of the best companies to work for. The case gives an overview of Fannie Mae's growth since its inception in the late 1930s and examines the circumstances under which the company decided to focus on strengthening its HR policies. It examines in detail Fannie Mae's commitment to fostering a culture of diversity at the company and also studies the innovative HR practices employed (especially in the areas of employee benefits and career development). Finally, the case reviews the benefits reaped by the company through its HR policies and practices.successful leadership in the company's US and European operations, and the isolation with which business and strategy are handled under one brand (the Avis Worldwide System).

IT & SYSTEMS

Michigan.gov: The Leading Integrated E-government Portal

--P Mohan Chandran

The case discusses the Michigan.gov portal, an e-government initiative of the state government of Michigan, in the US. Launched in July 2001, the portal has won several awards for its visionary use of information technology. Michigan.gov provided one-stop, quick and convenient access to a range of information and services of several state government departments to the citizens and businesses of Michigan. The case examines the reasons for the launch of the portal, the implementation of the portal project, the role of leadership and the services offered. It also details the challenges confronted and the way they were overcome when the portal project was being implemented. The case then examines the benefits of the portal to the citizens, government and private organizations, and the areas where it needs to overcome certain weaknesses.400,000 businesses benefited from it. The project has won many accolades and awards and has shown how digital governance can be successfully implemented. It received a top ten ranking in the 2001 Digital State Survey, was ranked as the second best state government website in the US by the Taubman Center at Brown University, and was cited by Gartner Inc. (a premier information technology consulting firm), as an e-government strategy implementation leader. John Engler (Engler), the Governor of Michigan was the moving force behind it.

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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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