|
Case
Studies
Value
Addition by Cooperatives: `Alu' in Thailand --Prof. Sukhpal Singh
The
case study discusses the `Alu' potato chips venture
in Thailand undertaken by the San Sai Land Settlement
Cooperative (SSLSC). A brief history of the evolution
of the cooperative sector in Thailand is given, along
with information about changes in the business environment
that led to the emergence of new generation cooperatives.
The case describes in detail, the issue of potato farming
in Thailand and SSLSC's role in the same. It goes on
to discuss the reasons behind the start of the `Alu'
venture. The case also covers marketing strategies adopted
for the chips venture and the various developmental
projects undertaken by the cooperative.
©
IUP . All Rights Reserved.
Article Price : Rs.50
Business
Strategy
MusicWorld:
Redefining Indian Music Retailing --A Mukund
The
case study examines the strategies adopted by MusicWorld,
a group company of the diversified Indian business house
of RPG. The case discusses the background of the players
who set up MusicWorld (RPG group and Saregama) and their
role in establishing MusicWorld as the largest music
retailing store network in India. The marketing strategies
adopted by the company, especially on the retail format
of the store and the promotion front, are also explored
in detail.
©
IUP . All Rights Reserved.
Starbucks:
Reinventing Coffee --Prof. A V Vedpuriswar
The
case study explores the strategies adopted by the world's
most successful and famous coffee retailing venture,
the US-based Starbucks, over the decades. Information
is given about the global coffee industry and the evolution
of the specialty coffee segment. Starbucks' entry into
the segment is examined in detail. The company's initial
years and the role played by Howard Schultz in its success
are also discussed. The case discusses Starbucks' product
line, and the strategies relating to brand building,
store management, human resources and operations. The
case also discusses in-depth, the company's growth strategies
and its initiatives to globalize.
©
IUP . All Rights Reserved.
HRM
Welldome
Limited: `Project Milestone' --Prof. Sushil Bahl
The
case study explores the circumstances in which a leading
Indian pharmaceutical company, Welldome Ltd.*
implemented a Voluntary Retirement Scheme (VRS). Welldome
had acquired a smaller, loss-making pharmaceutical company
and wanted to shed some of its workforce, in order to
make the merged entity much more efficient and profitable.
The case examines the resistance to the VRS from a section
of the workers and the tactics utilized by the company
to tackle the crisis. Thereafter, details of the VRS
are provided along with information on how the scheme
was marketed to the employees. Finally, the results
of the VRS implementation are examined.
©
IUP . All Rights Reserved.
Marketing
The
Gillette Company --Prof. Senthil Ganesan and Debanjan Bhattacharya
The
case study describes the product development strategies
of the world's number one shaving products company,
Gillette, over the decades. A detailed history of the
company is given that primarily focuses on its various
acquisitions. The case explores the rationale behind
Gillette consciously diversifying its product mix and
then fine-tuning the same. The strategies put in place
by the company for developing and marketing two of its
globally successful brands, Sensor and Mach3 are discussed
in detail.
©
IUP . All Rights Reserved.
The
Launch of Nestlé Butter -- Dr. Anita Goyal
The
case study discusses the entry of leading fast moving
consumer goods company Nestlé India, into the `table
butter' segment of the Indian dairy products market,
in 2001. Besides providing a brief history of Nestlé
India and its parent Unilever, the case examines the
rationale behind the move to enter the butter segment,
in the light of the fact that the company was already
present in the dairy products market in the country.
The marketing strategies adopted by the company to promote
the brand are explored in detail. The case also discusses
the initial response to the brand in the market and
briefly comments on its future prospects, considering
the virtual stranglehold of the leading table butter
brand, Amul.
©
IUP . All Rights Reserved.
All
Out': Marketing a Mosquito Repellant --Prof. SS George and A Mukund
The
case study examines the success of the `All Out' mosquito
repellant brand launched by a small Indian company,
Karamchand Appliances Pvt. Ltd. (KAPL). KAPL was responsible
for introducing `vaporizers' in the Indian mosquito
repellant market, which had, till its entry, been dominated
by mosquito coils and mats. The marketing strategies
that helped the company to become a leader in the segment,
even while competing against financially stronger players,
are examined in detail. Specifically, the company's
product development, promotion, distribution and pricing
strategies are studied. The case also discusses the
brand's future prospects, in the light of the allegations
that it contains certain harmful chemicals.
©
IUP . All Rights Reserved.
|
