Case in focus
Intel - The Component Branding Saga -- V Sarvani, Anshul Kaushesh
The case discusses the marketing initiatives undertaken by the global microprocessor industry leader, Intel. The reasons that made it necessary for the company, to brand what was essentially `just another component' in the PC industry are discussed in detail. The case explores the component branding game plan of Intel and mentions the marketing activities undertaken by the company, with special reference to the Intel Inside campaign. The case also discusses the growing criticism against Intel and the intensifying competition in the microprocessor market.
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Case Studies
Business Strategy
The Gucci-LVMH Battle -- A Mukund
The case gives a detailed account of the dispute between two of the world's leading luxury good companies, Gucci and LVMH. The case examines how Gucci managed to thwart the takeover efforts of its rival LVMH.
The case is so structured as to enable students to understand the tactics Gucci used to avoid being taken over by its rival LVMH. The case explains how the Gucci management used the ESOP poison pill and the PPR white knight. They should be able to look at the controversy from Gucci's as well as LVMH's point of view.
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Fiat, GM, Suzuki - Three to Tango --Swati Prasad
In an industry where alliances between major players are an uncommon phenomenon and only mergers and acquisitions are considered as ways and means to consolidate position, the proposed alliance between three major players—Maruti Udyog, Fiat Auto India and General Motors India is attracting a lot of attention. Three To Tango discusses how in a first-ever industry-altering alliance, the three automakers are planning to jointly develop cars, share components and combine marketing distributions. The case study also examines the pros and cons of such an alliance and comments on who stands to gain the most.
© Business Today, December 22, 2002. Reprinted with permission. Originally published as "It Takes Three to Tango".
Entrepreneurship
Sunil Mittal - Connecting India. -- Bhakti Chuganee
The Indian cellular services major, Bharti Televentures has the largest cellular footprint in India covering 16 states. Bharti also has fixed line operations in six states and has recently started providing voice service on international long distance calls. All this happened just within two years—and the person responsible for all these achievements is Sunil Mittal, Bharti Televentures' Chief Executive Officer.
© Business India, December 9-22, 2002. Reprinted with permission. Originally published as "The Man Who Got India Talking".
HRM
Employee Downsizing –- A Neela Radhika
The case examines the increasing trend of employee downsizing across the world in the 1990s and early 21st century. The case discusses in detail the downsizing concept and explores its positive and negative impact on the organization as well as the employees. The case also examines the ‘best practices’ regarding downsizing prevalent in the world and the steps downsized employees need to take in the future. It also discusses the growing trend of organizations adopting concepts such as flexible working arrangements and contingent employment, in the early 21st century, to facilitate easy downsizing, when required.
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Advertising
Managing Cultural Nuances -- Meera Seth
Advertisers and marketers often face difficulties when it comes to sending messages about their products to people in different regions. This is especially true for a country like India, where different regions have distinct languages. To address this issue, companies have started communicating to people about their products in a common language, English, that can be understood by many, if not all. Even Hindi messages have transformed into `Hinglish' with English words being used liberally. The opinion that people will reject any product if not communicated in English, seems to be gaining ground.
© Businessworld, December 16, 2002. Reprinted with permission. Originally publihed as "Ab Aayi Baat Samajh Mein!
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