1S T R A T E G Y – IIIS T R A T E G Y – IIIS T R A T E G Y – IIIS T R A T E G Y – IIIS T R A T E G Y – III                ...
Industry        Fashion                        Customer preference; Competitive                                           ...
outsourced projects and co-production         (14.4% to 2.17 million units). The demand      at much lower prices. Whether...
• To analyse Indian hotel industrys            Pedagogical Objectives                          and how it has changed the ...
Keywords                                        Industry        Internet Search & Navigation    prompt customers to buy th...
consumption growth was slower. No doubt,         online music stores and supermarkets.            But many more are embedd...
the senior managers and the policy makers       • To understand the US real estate market       • To debate the ethical pa...
Works     (FAW);    Dongfeng     Motor           outsourcing     industry;       BPO   sector;   contrast, the Chinese avi...
Pedagogical Objectives                           Ukraine by Mittal Steel, potential             • To understand how to mak...
Case studies in_strategy(catalogue_iii)
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Case studies in_strategy(catalogue_iii)

  1. 1. 1S T R A T E G Y – IIIS T R A T E G Y – IIIS T R A T E G Y – IIIS T R A T E G Y – IIIS T R A T E G Y – III www.ibscdc.org
  2. 2. Industry Fashion Customer preference; Competitive Reference No. INA0078 environment; US Auto industry Industry Analysis Year of Pub. 2009 Fashion Industry: Can Asia Buck Teaching Note Available the Trend? Struc.Assign. Available The US Newspaper Industry at Keywords Crossroads? Well, how does one define fashion going global – When a Gucci or Armani is Asia, Oriental, Fashion, Blue Ocean The print newspaper industry of the US displayed on the fashion streets of Japan Strategy, SWOT Analysis, GAP Analysis , has been witnessing revenue decline since and China or when celebrities like Liz Japan, China, Europe, Retail, Gucci, Global, 2005. Decreasing circulations and Hurley or Will Smith showcase themselves Brand, Apparel, Supply chain consequently decreasing advertising in an Asian outfit? The winds of global revenue, due to the increasing popularity fashion industry are changing their course of digital media, is said to have affected – no more do fashion winds move only the print medium. Many newspaper CAFE Fuel Rules: Changing Auto from west to east but they blow from east companies initiated several cost cutting to west too. Asian fashion, of late, has Industry Dynamics in the US efforts to cope up with the industry made its presence felt on the global ramp. In a move to increase fuel efficiency and downtrend. The increasing online For centuries, western brands like Gucci, to reduce gasoline usage for travel, a bill advertising revenue at the US newspaper Versace, Armani and LVMH maintained was passed by US Federal government websites put forth a notion that the their supremacy in the world of fashion. raising the standards of Corporate Average industry will undergo a paradigm shift from Innovation, rich designing, marketing Fuel Economy (CAFE) standards to 35 the print medium to the online medium. expertise coupled with the presence of miles per gallon (mpg), to be achieved by Many analysts believed that the US excellent fashion connoisseurs, enabled the 2020 from the current standards of 27.5 newspaper organisations will retain their western brands to command a premium mpg for passenger cars and 22.2 mpg for local franchises in print format, as it over the years. In comparison, the Asian trucks. US car manufacturers like GM, Ford contributes significantly to their revenue. fashion industry, which is still in the nascent and Chrysler were apprehensive of this However, speculation is rife about the stage of growth, has been trying vigorously decision as they were in doubt in achieving future of US print newspaper industry as to position itself among the global players. the proposed standard in 12 years. The the focus shifts to the online medium. Although oriental fashion is pulling huge automakers were left with two options – crowds to its fashion weeks, the Asian either make cars more expensive or make Pedagogical Objectives fashion industry, despite talented designers them smaller and less powerful. By and lean manufacturing processes, is failing upgrading their manufacturing processes • To analyse the increasing popularity of to build a brand image in the high-end and investing in expensive technology, new media over the traditional media in luxury segment. Factors like low brand they hoped to reach the standards set by the US value, lack of technical know-how, the Act. It was also found that Japanese • To provide an overview of the US infrastructure and distribution networks manufacturers like Honda or Toyota were newspaper industry and the competitive have been hampering their growth closer to the proposed standards as scenario opportunities globally. compared to the Detroit 3 and European car manufacturers. On the other hand, • To analyse the various factors that affect This case study dwells upon the dynamics the US print newspaper industry of the global fashion industry and the fearing a rise in oil prices, consumers are comparative position of the Asian fashion looking for fuel efficient and compact cars. • To analyse how the US print newspaper industry. The case study also analyses the Consumers as well as market analysts industry can hold its audience and challenges and threats to Asian fashion presume that new CAFÉ standards can be increase its revenue. designers and brands from global players met by 2020 which is in contradiction to besides providing a scope to identify the the view of the automakers. The case Industry Newspaper Publishing ways in which Asian fashion industry can attempts to profile the needs of consumers Reference No. INA0076B create an uncontested market space and and expertise of auto-manufacturers, in Year of Pub. 2008 make competition irrelevant. the wake of new CAFÉ rules. Teaching Note Available Struc.Assign. Available Pedagogical Objectives Pedagogical Objectives Keywords • To understand and analyse fashion • To comprehend the implications of US Newspaper Industry; NAA; WAN; industry dynamics in a flat world (market environmental regulations on industry Digital Media; Ad spend; Classified ads; share, profit margins, value chain, etc.) dynamics Consumer spectrum; Interactive • To understand the impact of CAFE bill marketing; New media; Internet • To analyse the critical success factors advertising; Crossroads; Newspaper for fashion industry and debate on on US customers and auto manufacturers websites; Business models; Google; Yahoo whether they would change when the • To understand the prospects and companies go global challenges of US auto industry. • To understand the Asian fashion Industry Auto Industry Indian Animation Industry: industrys capabilities and contrast them Reference No. INA0077C Roadblocks for Global with the global fashion industrys critical Year of Pub. 2008 Competitiveness success factors Teaching Note Available Struc.Assign. Available Since 2005, India witnessed an increase in • To debate on the essential requisites for the amount of work related to animation any Asian fashion house to go global Keywords outsourced to India. Most of the companies and the strategies they should follow to CAFÉ rules; Environmental Standards; that outsourced such work were from the position themselves so as to successfully Industry Analysis Case Studies; Big three; Europe, US and also Asia. Though there compete with the incumbents. Detroit three; Japanese Automakers; has been an increase in the volume of2 www.ibscdc.org
  3. 3. outsourced projects and co-production (14.4% to 2.17 million units). The demand at much lower prices. Whether Nikon S T R A T E G Y – III S T R A T E G Y – III S T R A T E G Y – IIIdeals, the animation content in the form for such scooters increased in Indian two- would be able to successfully fight grey S T R A T E G Y – III S T R A T E G Y – IIIof movies and television content did not wheeler market due to improvement in market issue in India was yet to be seen.seem to entice the Indian audience. This product features, design and style; and wascast doubts on the competitiveness of the targeted to attract young college girls, Pedagogical ObjectivesIndian animation industry. This case study housewives, and teenagers. Looking forexamines the various hurdles that Indian growth, Suzuki launched gearless scooter • Dynamics of compact camera marketanimation companies need to cross, not Access 125 (Access) in the 100cc to 150cc in Indiaonly to appeal to the local market but also segment to compete with its competitors • Market entry strategies of Nikon into become globally competitive. like Honda, Kinetic, and Bajaj. But still, a India segment of customers preferredPedagogical Objectives motorcycles because of bigger wheels, • Strategic implications of grey markets better road grip, power, higher groundThe case study helps in understanding • Nikons strategies to fight grey markets. clearance, and low maintenance cost• The growth of global animation industry compared to scooters. The case facilitates Industry Compact Camera Market discussion on whether Suzuki would be able Reference No. INA0073A• Growth prospects of the Indian to succeed in capturing these buyers mind Year of Pub. 2008 animation industry in relation to the space. Teaching Note Available worldwide markets Struc.Assign. Available Pedagogical Objectives• Inadequacy of the Indian animation Keywords industry to compete globally. • To examine the growth drivers and Nikon Corporation; Compact CameraIndustry Animation Industry demand factors of Indian two-wheeler market Market in India; Grey Market; CompactReference No. INA0075B Camera; Single Reflex Camera (SLR);Year of Pub. 2008 • To understand the importance of Canon India; Kodak India; NikonsTeaching Note Available continuous innovation in two-wheeler Coolpix; Industry Analysis Case Study; GreyStruc.Assign. Available market Market; Digital Cameras; ProductKeywords cannibalisation; Brand Image; Brand • To study the impact of consumer BuildingIndia; Emerging economy; Animation; behaviour in Indian two-wheeler industryGlobal animation Industry; Indian • To discuss whether the strategies adoptedanimation Industry; Roadblocks; by Suzuki would help it succeed in Indian Hotel Industry (A): TheDeveloping nations; Financial News;Outsourcing; Intermediaries; Industry shifting the consumer priorities from Competitive Dynamics motorcycles to gearless scooters inAnalysis Case Study; MNCs; Animation India. Fuelled by the countrys booming economy,outsourcing hub low-cost air carrier introduction and Industry Automobile Industry liberalisation of FDI norms that allow Reference No. INA0074A 100% foreign investment in real estate, Year of Pub. 2008 Suzuki in India: The Growing Teaching Note Available the Indian hotel industry is currently seeing Gearless Segment of Indian Struc.Assign. Available a boom. Demand for hotel accommodation has increased tremendously across India but Two-Wheeler Market Keywords the rooms supply has seen an insignificantThe worlds second largest manufacturer growth, causing staggering room rates andof two-wheelers – the Indian two-wheeler Indian Two-Wheeler Market; Industry insufficient room availability. Inbound tourindustry is broadly classified into three Analysis Case Study; Transportation; operators blame these as key deterrentsproduct segments – scooters, motorcycles Consumer Behaviour; Motorcycles; that keep tourists from visiting theand mopeds. During 1980, the de-licensing Gearless Scooters; Marketing Strategy; country. Moreover, with poorly facilitatedpolicy of Indian government allowed Joint Venture; Competition; Foreign airports, inadequate road infrastructure,foreign companies to operate in Indian Players; Product Innovation; Suzuki; high taxation levels and a bureaucratic visatwo-wheeler market through joint ventures Honda Motorcycle & Scooter India (P) processing system, Indias hotel industry(JV). Especially, the entry of Japanese Ltd.; Hero Honda; Bajaj Auto; Kinetic; has serious challenges ahead. Significantcompanies changed the dynamics of Indian LML investments in tourism infrastructure aretwo-wheeler market by concentrating on essential for this industry to progress andcustomer aspirations, and embracing new ultimately achieve its potential.technology. Banking on the opportunity, Compact Camera Grey Marketduring 1982, Suzuki Motorcycle India Pvt. in India: Nikons Dilemma Pedagogical ObjectivesLtd (Suzuki), a subsidiary of Suzuki MotorCorporation (SMC), entered the Indian Sensing the fast growth in the Indian • To understand Indian hotel industrytwo-wheeler market through a joint camera market, Nikon Corporation, a dynamics before and after the countrysventure partnership with TVS Group, an Japan based camera brand, in 2007, decided economic liberalisation and analyse theIndian company, to manufacture to set up a subsidiary in India. Nikon was a key success factors of the industrymotorcycles. Until 2000s, the motorcycles late entrant and players like Sony, Canon, • To examine the Indian hotel industrywere more popular in Indian two-wheeler Kodak and Samsung had already established segmentation and contrast it with themarket. But the launch of gearless scooter themselves as key players in the Indian countrys economic development andHonda Activa – a four-stroke scooter by market. To establish itself in the Indian room pricesHonda Motorcycle and Scooter India Pvt market, Nikon had to compete with theseLtd (HMSI) in 2001, changed the demand established players. Apart from this, the • To highlight global hotel chains growingdynamics of Indian scooter segment. Since presence of grey market was a serious presence in India and the various market2007, the gearless scooter segment has concern for Nikon. Nikons own products entry strategies available for them tobeen growing as compared to motorcycles were widely being sold in the grey market establish their presence in India 3 www.ibscdc.org
  4. 4. • To analyse Indian hotel industrys Pedagogical Objectives and how it has changed the meaning of demand-supply mismatch, the reasons business over the decade. Specifically it can Industry Analysis for it and the necessary steps to fill the • To understand the dynamics of the be used to: gap. Chinese B2B E-commerce market • To understand the difference between Industry Hospitality Industry • To analyse the business methodology of Internet economy, electronic business Reference No. INA0072 the Alibaba group and electronic commerce Year of Pub. 2008 • To discuss the risks of online business, Teaching Note Available • To discuss the significance of digital especially in global expansion economy vis-a -vis traditional economy Struc.Assign. Available • To understand the importance of • To understand the constituents of e- Keywords efficient and adequate business model in commerce business Indian Hotel Industry; Industry the growth of an online business. Segmentation; Indias Economic • To analyse the critical success factors Industry E-Commerce Liberalisation; Industry Classification; for the growth of e-commerce Reference No. INA0071 SWOT Analysis of Indian Hotel Industry; Year of Pub. 2008 • To debate the relevance of e-commerce Critical Success Factors; Challenges in the Teaching Note Available business in China Indian Hotel Industry; Role of Government Struc.Assign. Available in Industrys Development; Industry • To understand the resulting business Analysis Case Study; Taj and Oberoi Group Keywords opportunities and challenges. of Hotels; Market Entry Strategies; Global E-commerce; Dynamics of online business; Industry E-Commerce Hotel Chains in India; Incredible India Alibaba.com; Internet commerce; Chinese Reference No. INA0070 Campaign; Demand Supply Disparity electronic commerce; China in global e- Year of Pub. 2008 eommerce; Digital economy; Critical Teaching Note Available success factors of e-commerce; Industry Struc.Assign. Available Emergence of China in the Analysis Case Study; Strategies of Keywords Global E-Commerce Market (B): Alibaba.com; Internet economy Alibaba.coms Surge E-commerce; Dynamics of online business; Industry Analysis Case Study; Electronic Second in the two case series, this case Emergence of China in the global marketplace; Internet commerce; portrays Alibaba.com, a portal that Chinese electronic commerce; China in withstood the Chinese and emerged as a Global E-Commerce Market (A): global e-eommerce; Digital economy; leader in a short span of 9 years. Launched Dragon Drags on Adaptation Critical success factors of e-commerce; in 1999, the portal targeted SMEs One of the most popular economic stories Opportunities and challenges of e- providing Business to Business (B2B) in the last decade and half was the emergence commerce; Internet economy; Old solutions and aggressively expanded the of China as a formidable force in the global economy and New Economy customer base by tailoring its offerings to economy. With the growth booming at more various SMEs. Alibabas web presence than 10% per annum, all sectors of the includes an international marketplace, which focuses on global importers and Chinese economy got the required thrust, Luxury Brands in China: Profiting E-commerce being one of them. Internet from Scale exporters, and a China marketplace penetration in the country registered focusing on domestic suppliers and buyers. dramatic surge, as the Chinese establishment China’s 1978 economic reforms helped Alibabas business and operational patterns eased regulations and foreign multinationals boost its economic growth and in turn, the helped it to become the highest market provided the required know-how along with income levels there. China’s demography valued firm. This enabled the company to necessary hardware. Once the infrastructure too changed - with thousands of be listed on the Hong Kong Stock was in place, the Chinese business millionaires and a growing middle class Exchange in November 2007. And set its community was quick in embracing E- coming up. All this had an impact on the sights on global expansion, also offering commerce. However, the common country’s luxury industry, whose growth is more services to its domestic clients. populace was not quick enough, being pulled expected to jump from 1% in 2000 to 29% Though hailed as a good strategy, as the back by many apprehensions – chief among by 2015, making it the largest market for incremental revenues will out do them were lack of physical feel of the luxury brands. However, China is a incremental costs by miles, it has its own products and security (over privacy and complex cultural market. risks. Companys success of the company payments) – ultimately E-commerce has depends on its ability to tailor itself to suite the needs of global diversities – not a not gained expected popularity. Albeit Pedagogical Objectives slowly, number of people purchasing online mean task by any measure and not many is picking up – much to the liking of Chinese The case study helps students: portals could achieve in the past. This case e-commerce companies. This case study, enables analysis on the strategies, which • Analyse the impact of China’s economic the first in the two case series, enables a the company has adopted in its initial reforms discussion on why e-commerce failed to stages to establish itself facing adverse attract Chinese public, though it had all the • Discuss the growing demand for luxury conditions. How could Alibaba.com install necessary ingredients. Why was Chinese brands faith in its customers in such a short span public averse to online transactions? What of time? What measures did the company strategies did the companies adopt to • Assess Chinese consumer behaviour take to overcome the resistance of the increase the popularity of E-commerce? Chinese? Is the company too ambitious in • Discuss various strategies How China was able to establish itself on its global plans? Can the company handle global E-commerce market place? • Analyse the challenges for players. diverse needs of foreign and domestic customers? What measures should it take Industry Luxury to succeed the complexities involved in Pedagogical Objectives Reference No. INA0069 global expansion? Which regions should it Year of Pub. 2008 The case study is meant to understand the focus on? Teaching Note Available importance of electronic form of business Struc.Assign. Available4 www.ibscdc.org
  5. 5. Keywords Industry Internet Search & Navigation prompt customers to buy the new product. S T R A T E G Y – III S T R A T E G Y – III S T R A T E G Y – III Then the growth phase sees rapid market S T R A T E G Y – III S T R A T E G Y – III ServicesLuxury Brands; Counterfeiting; Luxury Reference No. INA0068 expansion and increasing competition, withRetailing; Tourism and Luxury Industry; Year of Pub. 2008 the entry of new players. In these twoBrand Image; L’Oreal; LVMH; Teaching Note Available phases, a lot of evolution (both in termsCompetition; Critical Success factors; Struc.Assign. Available of products and markets) happens. ProductsMarket Entry Strategies; Consumer undergo many changes with the applicationBehaviour; Industry Analysis Case Study; Keywords of new technologies, rising demands andIndustry Dynamics; Brand Building; varying choices of consumers. This caseChallenges for Luxury Goods Companies Google; Baidu.com; China’s Search Engine Market; Business Model; Industry Analysis study sees how Motorola dealt with such Case Study; Globalisation and Localisation; evolution in an emerging market. Motorola CAGE Frame Work; Alliance Strategies; was the first to enter the Chinese mobile Google vs Baidu.com (C): The Acquisitions and Partnerships; Chinese phone market in 1987. So it was blessedBattle for China’s Internet Search Google; Government Business with the First Mover Advantage for nearly Market Environment; Internet Censorship; Online 15 years. However, with the evolution of Advertising; International Business; Legal Chinese telecom industry, improvementsFrom being an emerging economy, China Environment and Regulations in mobile networks there and entry of newis a surging one and the number of its competitors (local and foreign), MotorolaInternet users is swelling. With that, the began to lose its market share. But Chinanumber of companies offering search became a crucial market for Motorola, asservices there is also going up. Google, the Motorola in China (B): From its western markets dried up.preferred search engine in many countries ‘Intended’ to ‘Emergent’beats its rival Yahoo! by a wide margin. Strategies Pedagogical ObjectivesYet, in China - forecast to be the largestInternet market in the world - Google finds This case study is a sequel to Motorola in • To understand the evolution of China’sitself upstaged by a local rival, Baidu.com. China (A): Dealing with an Evolutionary mobile industry and the operatingChina’s cultural nuances seem to Industry Life Cycle. This case explains how challengescompletely elude Google. The company Motorola tuned its strategies to emerging trends. Actually, by January 2003, its going • To discuss and analyse strategyto find a foothold in China, is however, was becoming tough in the Chinese market. formulation in the evolutionary phaseleaving no stone unturned. It has opened Most of its invented strategies failed. Then of an emerging marketan office in 2005, hiring a Chinese at thehelm. The company is working to improve it realised that its strategies can no longer • To discuss whether First Moverits sales force. Along with this, Google in neglect the market trends. Viability of these Advantage can guarantee success in theChina has launched a censored Chinese emergent strategies can be vividly long run.version of its site in 2006, which is a first discussed. Industry Telecommunicationsfor the company. This case, the third inthe series, Google vs Baidu.com, details the Pedagogical Objectives Reference No. INA0066 Year of Pub. 2008Chinese online search landscape along with • To analyse and discuss the causes of Teaching Note Availablethe major players. The focus is on the Motorola’s failure in China’s mobile Struc.Assign. Availableongoing battle between Google and Baidu, phone market, in spite of having theand the reasons for their failure and success First Mover Advantage Keywordsrespectively. The case facilitates adiscussion on the critical success factors • To analyse whether its emergent Motorola; China Handset Market;for search engines and the need for strategies are workable and sustainable. Economic reforms in China; Mobilelocalisation. The business dilemma of Phones; Motorola and Eastcom; Industry Industry Telecommunications Analysis Case Study; Motorola and Nokia;choosing between ethical behaviour and Reference No. INA0067 Centrally planned economy; Industry Lifeshareholder wealth creation is also briefly Year of Pub. 2008 Cycle; Intended Strategies; Emergentdealt with. The case finally dwells on Teaching Note Available Strategies; First Mover Advantage; Firstwhether Google, after making changes to Struc.Assign. Available Mover Disadvantages; Chinese Guanxi;its approach, will be able to succeed inChina and what should be its plan of action. Keywords Chinese Business EnvironmentPedagogical Objectives Motorola; China Handset Market; Economic reforms in China; Mobile China’s Retail Industry (B):• The critical success factors for a search Phones; Motorola and Eastcom; Industry engine and whether these factors need Analysis Case Study; Motorola and Nokia; Consumer Behaviour and to be localised Centrally planned economy; Industry Life Competitive Responses Cycle; Intended Strategies; Emergent While case (A) enables an analysis of• The Chinese Internet search market and Strategies; First Mover Advantage; First what makes it attractive to China’s retail industry dynamics, case (B) Mover Disadvantages; Chinese Guanxi; provides scope for analysing Chinese multinationals Chinese Business Environment consumer behavior (with specific reference• Why Google, otherwise the leading to retailing). Using this analysis, students Internet search provider worldwide, is can decode the variety of competitor’s losing out in the Chinese market to a Motorola in China (A): Dealing responses Each one wants to their slice (a local player that has no presence with an Evolutionary Industry Life bigger one though) of the retail cake. overseas Cycle Whose strategic moves are viable? Which• The business dilemma between ethical company is better poised to tap China’s An industry’s life cycle runs through four retail potential? Since economic reforms behaviour and what may be construed as stages: introduction, growth, maturity and in the 1980s, China’s production and foolishness by exiting a lucrative decline. In the first stage, companies productivity rapidly grew, while average emerging market. 5 www.ibscdc.org
  6. 6. consumption growth was slower. No doubt, online music stores and supermarkets. But many more are embedded into this case consumers create a huge retail potential. When the giant retailers are struggling by series that can be unearthed with meticulous Industry Analysis But, do they have similar aspirations? So, selling all-things-to-all-people how could analysis. Retail industry is one among the what should companies assume? Do their FOPP survive by selling just CDs, DVDs, many that saw intensified competition assumptions mismatch consumer books and gift items to one consumer during the past decade, in China. aspirations? More so, as the Chinese segment? How long can the patronage in Competition is not yet even because of consumer tends to save more than spend, these dynamic times last? Now, when huge untapped potential; so a discussion how can retailers get them to do the internet is posing the biggest threat to every on Industry Life Cycle can ensue. It is for reverse? other seller, can the company sustain? If the players to strategise their moves and yes, how long? If no, does the company counter-moves, where value chain analysis Pedagogical Objectives need to change its business approach? would prove essential. Market entry strategies of Wal-Mart and Carrefour would • To understand the (ever-) changing Pedagogical Objectives make up for an interesting analysis. consumer behaviour in China and debate its effects on the way retail companies • To understand unique business dynamics Pedagogical Objectives respond of music industry and also music retailing • To give a brief overview of retail • To juxtapose and analyse the obvious • To analyse the critical success factors in industry’s formats and the operational paradoxes in these responses (which can the music retail industry dynamics involved help better in converting adversities into advantages?) • To understand and relate consumer • To understand the potential and behavior in music retail industry to the attractiveness of China’s retail industry Industry Retail target market selection. Reference No. INA0065 • To analyse the challenges of operating Industry Entertainment Year of Pub. 2007 in China’s retail industry because of its Reference No. INA0064 Teaching Note Available value chain Year of Pub. 2007 Struc.Assign. Available Teaching Note Available • To debate on the critical success factors Keywords Struc.Assign. Available in China’s retail industry Wal-Mart; Carrefour; Chinese Consumer Keywords • To analyse the market entry strategies Behaviour; Economic reforms in China; of Wal-Mart and Carrefour and debate Centrally planned economy; Investment- Music Retailing; Customer Segmentation; on their effectiveness. led growth; Industry Analysis Case Study; Customer Targeting; Niche Marketing Consumption-led growth; Organised retail Fopp; Industry Analysis Case Study; Fifty Industry Retail industry; China’s traditional retail industry; Quid Bloke; Music Labels; Music Recorders; Reference No. INA0063 Re-balancing of the economic growth; Universal Music Group; Sony BMG Music Year of Pub. 2007 Saving patterns in China; Consumption Entertainment; HMV; Customer Teaching Note Available patterns in China Community; Music Industry; Positioning; Struc.Assign. Available Differentiation Keywords Wal-Mart; Carrefour; Economic reforms FOPP, UK’s Music Retailer (A): China’s Retail Industry (A): An in China; Retailing in China; Centralised Profiting from Positioning? supply chain system; Logistics and Supply Assessment of Potential and Chain Management; Centrally planned With the current trend of consumers Challenges economy; State-owned department stores; exploring music online and supermarkets The first of this three-part case series helps Dalian Dashang; China’s traditional retail offering CDs at competitive prices, stand- richly and deeply analyse a happening industry; Metro AG; Ito Yokado; Industry alone music retailers face an uphill task to industry in China - retailing. Its competitive Analysis Case Study; Chinese Guanxi; maintain real differentiation in the dynamics is the fine thread that runs Retail industry dynamics industry. The Fopp case series (A&B) track the positioning, the challenges and the through all the three cases. Now that China growth dilemmas of Fopp - a music retailer is on every global (MNC/TNC) company’s with 105 stores spread across UK and growth agenda, the class can debate Global Steel Industry: The Scotland. The company had been selling industry-specific dynamics as well as Country Factor CDs, DVDs, books, and peripherals for about economy-wide factors. So bigger questions 25 years. Started in early 1980s, the retail pop out. What is the “China Factor”? The reconstruction of infrastructure across chain has grown from a small corner shop What does this mean to the companies the world after the Second World War to UK’s third largest music retailer. What operating or willing to operate in China? prompted steel industry rise sharply. differentiates Fopp from its rivals is its What should be their homework before Demand exceeded supply resulting high positioning to reach Fifty Quid Bloke: the entering China? What should be their profitability which translated into capacity marketing name for people aged between strategic moves, while they are in China - augmentation. But since 1970’s the demand 25 and 45, who are cash-rich and time- strategy or tactics? With Chinese economy plummeted down, resulting over capacity poor. A typical Fifty Quid Bloke is seen on integrated into the global economy (since and high cyclicality in the Industry. The a Friday afternoon buying piles of CDs, all 1978 and more so from 2001 when it industry regained from 2002 due to China’s worth £50, thereby giving the company formally joined the WTO), its economic booming economy, higher economic more revenue per visitor. The company is growth rate has hovered around 10%–12%. developments in other BRIC (Brazil, said to have developed strong patronage And that’s very good news for all the major Russia, India) countries, emergence of CEE with these music followers. Case A describes global corporations because there is huge (Central and Easter Europe) countries as the dynamics of the music industry in demand there. However, this good news rapidly developing economies and positive general and UK’s music retail industry in has a flip-side too: China’s business terrain economic developments in Triad (Europe, particular, and will trigger a discussion on is bumpy for a variety of reasons. What USA and Japan) etc. Analysts were Fopp’s positioning strategy against the are those reasons? Hard infrastructure and skeptical about the long term sustainability soft infrastructure are the prime suspects. of the industry. The concern is vital for6 www.ibscdc.org
  7. 7. the senior managers and the policy makers • To understand the US real estate market • To debate the ethical participation by S T R A T E G Y – III S T R A T E G Y – III S T R A T E G Y – IIIin the steel industry to understand the developed and developing countries on S T R A T E G Y – III S T R A T E G Y – IIIdynamics of this industry and to shape their • To analyse the volatilities in the US real humanitarians ground in carbon trading.strategies accordingly. estate market Industry Carbon market • To debate whether the US real estate Reference No. INA0060APedagogical Objectives market would recover after the downturn Year of Pub. 2007 started in 2006. Teaching Note Not Available• An outlook of global steel industry Industry Real Estate Struc.Assign. Not Available• Factors affecting the demand and supply Reference No. INA0061K of the global steel industry Keywords Year of Pub. 2006• The impact of China, BRIC, TRIAD and Teaching Note Not Available Carbon dioxide; Greenhouse Gases; Industry CEE economies on the global steel Struc.Assign. Not Available Analysis Case Study; Kyoto Protocol; industry Carbon trading; Emission Trading; Global Keywords Warming; Climate Change; Annexure I• Opportunities and challenges for the US real estate; United States housing bubble; countries; Annexure II countries; Assigned players in the global steel industry. Industry Analysis Case Study; Economic Amount Units; Emission Reduction Units;Industry Steel bubbles; Stock bubble; P/E (price-to- Chicago Climate Exchange(CCX); EU ETS;Reference No. INA0062K earnings) ratios for houses; National UK ETS; New south Wales market (NSW);Year of Pub. 2007 Association of Realtors; Speculation; House Joint Implementation; Clean DevelopmentTeaching Note Available price index; Baby boomers; Downtrend in mechanism (CDM)Struc.Assign. Available housing; Foreclosure; US mortgage rates; Stock vs house investment; Collapse inKeywords housing; Housing wealth Chinese AutomakersCEE; TRIAD; Steel Production; BRIC; International DriveValue Chain; Arcelor-Mittal; Baosteel;Fragmentation; Industry Analysis Case Kyoto Protocol and its effects on Following the footsteps of their Asian predecessors Japanese and South KoreanStudy; Downstream Production; the carbon trading automakers all major Chinese automakersInvestment Trap; Global Steel Industry;Regional Champions; Niche Specialists; Carbon Market, the new concept of trading like Geely, Cherry and other leading autoGlobal Player; Steel Cycle Carbon dioxide (CO2) and other companies aspired to become global Greenhouse gas was much similar to the players. With the advantages of low cost other trading markets of the world. This production and government support, concept came into force with the Chinese automakers primarily targeted US US Housing Market: Waiting for implementation of the international treaty and European market to sell their cars and Recovery called Kyoto Protocol, which envisioned consequently become powerhouse in global reduction of Greenhouse Gas emission in automotive industry.After experiencing a boom for aconsiderably long period, the US Real Estate the world. The treaty was mainly applicable Nevertheless, Chinese automakers hadstarted declining from early 2006. The to the industrialized and developed many obstacles to overcome before sellingnumber of new housing projects dropped countries of the world. cars in international markets. The imagefrom an annual rate of 1.535 million to The first implementation period was 2007- of poor quality, weak design and lack of1.486 million. Meanwhile, the mortgage 2012 which enforced many countries and distribution networks hindered the progress.loans had reduced from a peak of 6.8% on industries around the world to maintain their Besides, the world automotive market wasaverage for a 30-year fixed loan in July to level of emissions. This also gave boost to saturating and analysts opined that the6.24% in October 2006. The Federal rate carbon market around the world. This growth prospects were better in Chinaremained unchanged at 5.25% from the mechanism initiated major carbon itself.month of August. There were speculations exchange and market around the world.that the Federal Reserve could cut rates in Pedagogical Objectivesthe coming months if inflation remained The case highlights the major carbonunder control and the economy flagged. trading markets around the world and the • To discuss the global and ChineseThis further slashed down the housing countries which would implement this automotive industry scenariofinance loans. All these triggered a recovery treaty. The treaty was rejected by leading industrialized countries like US, Canada and • To discuss international market entrybut the market so far had not shown any barriers and strategies to overcome themkind of bounce-back activities. Moreover, Australia. It also faces some challenges,as the once-booming U.S. housing market debate and criticism by environmental • To discuss challenges faced by Chinesecame down in 2005-2006, economists activist. Amidst the challenges and automobile manufacturers in their questdebated whether this was a "soft" or "hard" regulatory hindrances, the treaty promised to go global.landing and the impact this slowing would to provide an initiative to prevent further global warming. The case ends on the Industry Automobilehave on consumers confidence and on the debate whether Kyoto Protocol will Reference No. INA0059Aoverall economy. This case captures both achieve its vision by 2012. Year of Pub. 2007the up and down trends of the US housing Teaching Note Not Availablesector. The case further explores the factors Struc.Assign. Not Availableaffecting the housing sector and whether Pedagogical Objectivesthere will be any recovery in the US housing • To understand the concept of carbon Keywordsmarket. trading and carbon markets Chinese Automakers; China Cars; IndustryPedagogical Objectives • To understand the international treaty , Analysis Case Study; Automobile Industry; Kyoto protocol and its mission and Globalisation; International Markets;• To discuss how the economic factors are vision Expansion Strategies; Shanghai related with the real estate market Automotive (SAIC); First Automobile 7 www.ibscdc.org
  8. 8. Works (FAW); Dongfeng Motor outsourcing industry; BPO sector; contrast, the Chinese aviation market had Corporation; Geely Automobile; Chery Offshoring become the second-largest in the world after Industry Analysis Automobile; Challenges of globalisation; the US, carrying 138 million passengers in Exports; Low cost production 2005. Apart from that, Chinese airlines ordered a large number of new aircrafts in Organic Food Market in the US: 2005. Analysts felt that government The Wal-Mart Effect interference in matters related operations Emerging Destinations in was the main reason behind airlines’ poor Outsourcing: The Indian In the wake of a rapidly growing market for performance. Though government was organic products in the US, in March 2006, dilemma reforming the airline industry to make the Wal-Mart, the world’s biggest retail chain, As of 2006, India continued to remain an announced that it would include more Chinese airlines more competitive, experts IT outsourcing powerhouse, with $17.7 organic products in its grocery section. The doubted Air China’s ability to remain billion revenue in software and IT services management of Wal-Mart hoped to attract profitable in the long run. The case discusses exports, compared with $3.6 billion for more and more customers to buy its organic in detail the evolution of China’s aviation China and $1 billion for Russia, according items thereby promoting the consumption industry to its present form as well as to the trade organizations in each country. of organic products. While some analysts government reforms. It also discusses Air Also, Indias outsourcing industry was still believed that it would increase China and its operations. The concluding growing at a faster pace than that of Russias environmental awareness among the section attempts to highlight the and other outsourcing centers. But as labor consumers and prompt the farmers and challenges that the Chinese aviation costs and turnover rates began rising in supplier to adopt green practices, another industry (particularly Air China) faces. It India, companies started looking out for set of analysts felt that Wal-Mart could use also tries to raise a question regarding the cheaper labor. As a result, many alternative its market strength to exert pressure on structure of the industry in future. outsourcing destinations emerged. farmers and suppliers to its own advantage. Countries speaking European languages like Pedagogical Objectives The case starts with a short history of Hungary, Czech Republic, Russia, Poland, organic farming in the US and moves on • To understand the evolution of China’s Bulgaria and Romania were benefiting from to Wal-Mart discussing it business briefly. aviation industry the trend of nearshoring. Moving IT It then highlights Wal-Mart’s business operations into developing countries can • To understand government reforms that practices over the years and finally tries pose big risks, such as language and cultural shape the structure of the industry to raise a question regarding what could be differences, geopolitical instability, and the the possible repercussions of Wal-Mart’s • To discuss competitive dynamics of risk of stolen intellectual property. Indias entry into the organics. Chinese aviation industry outsourcing players needed to overcome major challenges to continue their growth • To analyse the competitive advantages and sustain their competitive advantage Pedagogical Objectives of Air China over other emerging outsourcing • To get an understanding of organic destinations. India needed to improve its • To analyse Air China’s ability to sustain farming infrastructure, maintain competitive labor profitability in the long run. costs and tackle the turnover rates of labor • To analyse the impact of Wal-Mart’s Industry Aviation attrition. It had to concentrate more on entry on the organic food market of the Reference No. INA0056K new areas in outsourcing such as E- US Year of Pub. 2006 governance, Retail Services Outsourcing, • To debate whether Wal-Mart’s entry Teaching Note Not Available Pharmaceutical Research, Financial would drive suppliers to adopt organic Struc.Assign. Not Available Services and Healthcare. farming or exert pressure on them for lower prices. Keywords The case outlines the changing global scenario of the outsourcing industry, Air China; Chinese Aviation Industry; Industry Organic Food emerging destinations and challenges faced CAAC; CANC;Shanghai Airlines. Reference No. INA0057K by Indian outsourcing companies towards Year of Pub. 2006 keeping competitive advantage and Teaching Note Not Available retaining business. Struc.Assign. Not Available China’s Auto Industry: The Keywords Emerging Trends Pedagogical Objectives Wal-Mart; Organic food; Retailing; With China’s entry in the WTO in • To introduce the students to the Organic farming; National Organic December 2001, the domestic automobile Outsourcing industry Programme (NOP); Supercentre; Sam’s industry witnessed a plethora of changes. • To highlight the various new destinations Club; Neighbourhood market; Grocery Overall tariff and non-tariff barriers were coming up in outsourcing retailing; Industry Analysis Case Study; US reduced and the sector was opened up for farmers; Organic seal; Supermarket; FDIs. China rapidly emerged as the third- • Factors that constitute a successful largest automobile market behind the US outsourcing destination. Discount store; United Food & Commercial Workers and Japan, with about 3.1 million new cars Industry Business Process Outsourcing being sold in 2005. The Chinese auto Reference No. INA0058C industry was evolving gradually into a Year of Pub. 2007 mature market with consumers becoming Air China and the Chinese more aware of the differences between Teaching Note Available Struc.Assign. Not Available Aviation Industry brands. Keywords By 2005, Air China was the only profitable The case while providing a broad overview carrier among the three major airlines in of the Chinese automobile industry, Outsourcing; Nearshoring; Emerging China. The other two, China Southern and discusses the emerging trends in the destinations; Industry Analysis Case Study; China Eastern, were making losses. The industry as well as in the consumer Indian outsourcing industry; Chinese low cost carriers also were struggling. By behaviour.8 www.ibscdc.org
  9. 9. Pedagogical Objectives Ukraine by Mittal Steel, potential • To understand how to make S T R A T E G Y – III S T R A T E G Y – III S T R A T E G Y – III synergies and problems associated with consolidation successful one, problems S T R A T E G Y – III S T R A T E G Y – III• To understand the dynamics of the the acquisition associated with successful making of a Chinese automobile industry in the pre- consolidation and post-WTO era • To discuss how acquisition as a growth strategy help companies to consolidate • Acquisition as a key growth driver in• To understand the critical factors in fragmented steel industry global steel industry. responsible for the emergence of Chinese automobiles as the leading • To discuss the concept of ‘forward Industry Steel brands, both in the domestic and integration’ and ‘backward integration’ Reference No. INA0053K international market in steel industry Year of Pub. 2006 Teaching Note Not Available• To discuss the global impact of the • To discuss how alliance with raw material Struc.Assig. Not Available increasing export capability of the suppliers and ownership of mines help Chinese automobile manufacturers steel companies to have better control Keywords over the value chain of the industry• To understand the changing dynamics Mittal steel; consolidation; value chain; of consumer psychographics in China. • To discuss value chain of the steel global steel industry. industry and steel making process.Industry AutoReference No. INA0055K Industry SteelYear of Pub. 2006 Reference No. INA0054K Auto Component Industry: ATeaching Note Not Available Year of Pub. 2006 New PerspectiveStruc.Assign. Not Available Teaching Note Not Available Struc.Assig. Not Available According to a report by McKinsey andKeywords ACMA in 2004 Indian auto component industry was worth around $5 billionChina; Auto Industry; Cherry; First auto Keywords (Rs.25,000 crore) and was growing at theworks; GM; Toyota; Volkswagen. rate of 18% yearly. But industry experts Mittal Steel; CVRD; Riotinto; Kryvorizhstal; Backward Integration. felt that in auto component exports, India was far behind other developing countries. Mittals New Move: Capacity Indian companies did not have the scale ofExpansion or Vertical Integration production to beat global companies. The L.N. Mittal: Consolidating Indian auto component industry was highlyIn October 2005, Mittal Steel, the world’s Presence Globally fragmented as most of the auto makerslargest steel company, made a bid for belonged to Tier IV and Tier III category.KryvorizhStal Steel, the largest steel Lakshmi Niwas Mittal (popularly known High fragmentation, low investments incompany of Ukraine. In the era, when as LNM), also called the “Carnegie of R&D, low capability in high-end designing,consolidation and acquisition were Steel”, built his steel empire by aggressively manufacturing and development hinderedcommon practices in the industry, Mittal acquiring poorly performing steel plants Indian auto parts maker to move up theSteel’s new move would help it to at low prices in 14 countries across the value chain. Global OEMs and Tier 1consolidate its presence more aggressively. globe, like Trinidad and Tobago, suppliers were relocating their plants andThe acquisition was a key acquisition for Kazakhstan, Romania, Germany, Poland, set up R&D centers from US/Europe toMittal Steel in Central Europe, as it Canada and America, and turning them into India due to its low cost and skilledprovided the company with a large size money-making ventures. He is considered manpower. But the majority of Indian autolow cost platform in a core and fast growing to be industry visionary, spotting trends component firms belong to the lower tiermarket. It also helped Mittal Steel to much before his contemporaries and of Industry value chain. Tier Iexercise control on the large iron ore investing accordingly. In October 2004, manufacturers enjoyed advantages overreserves of the Ukrainian Steel major, Mittal acquired International Steel Group Tier II and Tier III suppliers in gettingwhich it planned to use in its expansion of the US for $4.5 billion and became the orders with the help of their designing,programme. In the steel industry, due to largest steel producer in the world, manufacturing and development skills.raw material shortage, the ownership of surpassing the world leader, Arcelor. The Since Tier I suppliers got the order directlymines and long-term alliances with the raw case study offers scope for discussion about from auto makers it helped them tomaterial suppliers became a critical success the acquisition strategy, adopted by Mittal recover the investments quickly andfactor for any company. The case study and how it helped him to become the enjoyed better profit margins. Indianoffers a scope for discussing the rationale market leader. It also provides information manufacturers, mostly belong to Tier IIIof the acquisition in the recent global regarding the current and future levels of and Tier IV category, lacked in high endtrends, the value chain of the industry and consolidation in the global steel industries, designing, manufacturing and developmenthow Mittal Steel plans to leverage it. consolidation as a major strategy in the skills. The case deals about how Indian autoStudents can also discuss how Mittal Steel steel industry, steel industry value chain components industry which is in the un-can leverage the acquisition by and the risks that companies like Mittal organised sector, could exploit itsstrengthening its position in Central and Steel, would encounter. strengths, nullify its weaknesses and becameEastern Europe and areas close to China. the preferred sourcing partner of global Pedagogical Objectives OEMs ,by moving up the value chain ofPedagogical Objectives • To understand the trends, dynamics of the industry.• To discuss the trends, patterns of global global steel industry steel industry and consolidation as a Pedagogical Objectives • To understand how consolidation act as major strategy in fragmented steel growth strategy in global steel industry • To discuss in details about global and industry globally Indian auto component industry, trends • To understand how consolidation and patterns of the industry• To discuss acquisition of KryvorizhStal transform the globally fragmented steel Steel, the largest steel company of industry into a consolidated one • To discuss the value chain of the auto component industry 9 www.ibscdc.org

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