This presentation is submitted in response to Question D of the 'Express Yourself' section in the IE IMBA application form. Submitted by Bhaskar Jyoti Deka.

1. 1
Application to IE International MBA Program
Express Yourself section
Question D:
Cite at least one example of when your leadership had an impact on
or changed a certain situation, and justify how an IE Master’s
Degree program would help you to strengthen or improve this
competence.
Answer submitted by: Bhaskar Jyoti Deka

2. Leadership cases from my life
Bhaskar Jyoti Deka
2

3. Context:
• My first sales stint – at a territory underperforming for 5 years.
• Limited company resources – only one dealership for 7 districts.
• Extreme socio-economic diversity – unique pockets/hubs existed.
Approach:
Problem Statement: Devise sales turnaround strategy
Case 1: Jun 2010 – Mar 2011
Segment
the
territory
(hubs)
Hub-specific
SWOT
analysis and
strategies
Execution
plan
Pilot in 5 hubs
Capacity buildup –
hiring, training, and
reviews
Tracking
scale-up
3

4. Impact / Outcome
• Built strong customer connect
• Increased market share in the hub
from 10% to 60% in 3 months
Bi-weekly reach-out camps at a hub
that had no company representation
• Improved customer satisfaction
• Generated additional business leads
Develop Sales and Service runners in a
hub having only one dealership
• Customer concerns addressed
• Road-side garage signage improved
brand visibility
Training and capacity enhancement of
road-side garages in a hub
• Market share in that hub grew from
almost nil to 25%, within a year
• Ripple effect – first time entry into
the bus market
Special finance scheme for truck body-
builders in a hub. These were both
opinion makers and customers
Action Plan and Outcome
Case 1: Jun 2010 – Mar 2011 4
Action

5. • 3-fold sales jump in first year; crossed 4-fold mark next year
• 10% market share gain in one year
• Won an early promotion
• Morale boost for the dealership team of 25 members
Results
• Reaffirmed my belief in the power of structured approach to
problem-solving
• Built excellent rapport with myriad stakeholders –
collaboration as key to success
• Learnt that no team is bad. Positive results work like magic
Learning
5
Results and learning
Case 1: Jun 2010 – Mar 2011

6. 6
Strength
• ROI for our dealers better than that
of competition
• Firm’s stylish products appealed and
connected to the aesthetic-
conscious customers in the location
Weakness
• Market leader had over 70% share
against our 10% - most prospective
investors were skeptical
• A previous dealer had tarnished the
brand’s reputation through wrong
market practices
Opportunity Threat
• Location had a distinct culture and a
closed community – difficult for
outsiders to break in
• Low penchant for new commercial
opportunities in local community
Problem Statement: Appoint a new dealership in a remote location
• Prime location in the city
• Huge headroom for growth for any
new dealer
Case 2: Oct 2013 – Jul 2014

7. 7
Extensive
interactions with
local business
community
Gained their
confidence to get
quality leads
Best lead
established
as dealer
Market share
in the territory
doubled
Roadmap and Learning
• Persistence can make a seemingly difficult task easy and achievable
• Ability and keenness to gel with different people can be beneficial
in difficult situations and can even solve certain chronic issues
Roadmap
Learning
Case 2: Sep 2013 – Jul 2014

8. • Management and leadership base through the core
• Critical leadership traits vide Behavioral Fitness program
• Business Impact Lab for cross-disciplinary management perspectives
Skills
8
Leadership development at the IE IMBA
• Real-world consulting experience through IE Consulting Projects
• Hands-on industry experience vide IMBA in Practice (internship)
• World Unplugged to add further international hues, as explained IE
IMBA alumnus, Ravi Singh
Experiential
Network
• Student diversity, Global Network Week and Short Exchanges to give
a variety of perspectives – critical for effective leaders
• A strong professional network through Consulting Club, Strategy
Club, and Operations Management Club events
• India Club, Music Club, and Cricket Club will foster a strong bond with
like-minded peers and forge lifelong associations

9. End
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