Inventory Planning at AB Corp., Applying ABC Classification
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This caselet focuses on the concept and application of ABC Analysis, an inventory classification and control technique. AB Corp., is a fast growing agriculture tools and farm equipment manufacturing company in Gondia, Maharashtra. AB Corp., owing to the issues faced in the erratic supply of spares and components during the peak season production, desired to take a call to manage their inventory in a much more professional and organized manner. The Store Manager, Abhinav Tomar (Tomar), of AB Corp., was asked to resolve the problem of classification and categorization of the inventory. After a lot of consideration, Tomar, decided to apply ABC Analysis to find a solution. Can ABC Analysis solve the problem of classification of the inventory items to make the inventory planning and control more effective and efficient?
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Demand and Supply Disequilibrium of Gilead’s Sovaldi
This case flyer and the accompanying article1 can be used to introduce the participants/students to the concepts of Law of Demand, Law of Supply and the elusive equilibrium between demand and supply. Presented through an intriguing, yet quite prevalent phenomenon, this case flyer debates on the high price differentials for a Hepatitis-C drug, Sovaldi. Produced by Gilead, while Sovaldi is sold at $84,000 for a 12-week treatment in the US, the same drug is available at $1000 in India. Mylan Pharmaceuticals - one of the five Indian generic drug manufacturers allowed to manufacture and distribute Sovaldi in India - makes it available at $1000. Enamored with huge price differentials, customers like Greg Jefferys from Australia, travel all the way to India for treatment. All at a total cost of $3000 which includes travel, boarding and lodging during the treatment. What explains this spiraling price differential? How can there ever be equilibrium between demand for and supply of Sovaldi? Can there be an equilibrium market clearance price?
Anita’s First Three Months at BEEPL: Elasticity Experiences?
This caselet is meant to understand three types of elasticity of demand - Price, Income and Cross Elasticity of Demand. Presented through a management trainee, Anita's first three months at her new job, this caselet presents several of her elasticity-related experiences. While her residence selection explains the price elasticity of demand, her changed brand preferences reflect the income elasticity of demand and her decision to purchase a two-wheeler highlights the cross elasticity of demand. Each of these episodes can be used to discuss and debate on the concept and contours of each of the three types of elasticity of demand. While each of the three types of elasticity of demand has sub-types, this caselet can also be used to examine the revenue relationships based on the elasticity type.
Hidesign’s Strategic Brand Management
This case frame is meant to introduce the participants/students to the basic building blocks of Brand Management. With very carefully chosen and relevant pictures/advertisements which indicate Hidesign brand's meteoric rise in building a premium leather brand, this case frame attempts to lay out all the critical elements of building a sustainable brand. The accompanying pictures, based on the idea of less is more, enable the participants/students to connect the dots between the four building blocks of strategic brand management process: (a) Identifying and establishing brand positioning; (b) Planning and implementing brand marketing programs; (c) Measuring and interpreting brand performance and (d) Growing and sustaining brand equity. As this case frame is meant to be positioned as an inaugural case in Brand Management course, a clinical analysis of the pictures provides an overview of all the critical elements of brand management.
Smartwear’s Marketing Research Proposal: NAC’s Dilemma
This case study is meant to introduce the participants/students to the subject matter and scope of Marketing Research as a discipline. Positioned to be the inaugural case in Marketing Research course, this case study enables an exposure to the richness of rigor and deep interconnections vis-à-vis the business decisions landscape. This case study, through the dilemma of Newton Advertising and Consulting Pvt. Ltd. (NAC), outlines the broad contours of Marketing Research subject. When approached by a B2B textile manufacturer Smartwear to undertake a Marketing Research for its newly planned ethnic wear for men, NAC was in a dilemma whether to undertake the assignment or not. John Mathews, Strategy Director, NAC, was not sure what would the Marketing Research business practice entail. Atul Jain, a marketing research enthusiast, provides him with a broad marketing research canvas. John was not convinced with Atul's reurging to take up Smartwear's marketing research assignment, let alone marketing research as a Business Practice.
BMW India - Designing Marketing Programs to Build Brand Equity
This case frame introduces the participants/students to different Marketing Programs designed to build Brand Equity. Based on BMW India's advertisement1, this case frame elaborates on four key elements of Designing Effective Marketing Programs - New Perspectives on Marketing, Product Strategy, Pricing Strategy and Channel Strategy - to build Brand Equity. The advertisement would have passed off as a mere announcement but what does a clinical analysis of the chosen advertisement highlight about BMW India's marketing programs? While BMW had been operating in India since 2006, BMW started manufacturing in Chennai, India in June 2015. The case frame also focusses on how BMW, building on its illustrious legacy, had been building its brand equity in India with its marketing programs.
TinyTech Plants: Is Small Beautiful?
TinyTech's story is about creating an affordable ecosystem making a difference to the people at the Bottom of the Pyramid applying the Gandhian philosophy. TinyTech Plants was established in 1982 by Veljibhai Desai, a mechanical engineer and a law graduate. The motive behind starting TinyTech was to develop and manufacture affordable rural machineries. Desai a fervent Gandhian, imbibed Gandhian ideology on industrialization in the conduct of his day-to-day business. Today, TinyTech is engaged in manufacture, export and supply of a wide range of affordable agricultural process equipment. Another firm associated with TinyTech is Aadhunik Global Energy, established in 2002, basically engaged in manufacture and development of low-cost renewable energy technologies. The annual turnover of TinyTech in 2013-2014 was ₹4 crore (including the export business of Aadhunik Global Energy).
Rural Relations: A Socially-Driven Organization
Rural Relations is a case study on Social Entrepreneurship with the twin objectives of creating social impact and being sustainable by being profitable. Pradeep Lokhande (Pradeep) demonstrates the importance of innovating along the way in the face of challenges in setting up field operations in rural India. Pradeep undertook a journey for his organization covering 40,000 villages of which he personally visited 4000. He tried to understand rural India's administrative methodologies, markets and the bazaar-haat systems and the education system. In his journey, he established direct contact with opinion makers in villages and started recording details of the local economy. In 1996, he acquired his first customers, Tata Tea and Parle, to delve into the data that he had collected. Since then there has been no turning back.
Child Labor in India: Role of Company HR
This caselet can be used to discuss whether the HR departments have extended responsibility of arresting the practice of child labor. In India, 4.5 million children (according to 2011 census) were reportedly employed but the unreported numbers are mindboggling. While many government and non-governmental organizations were working towards the eradication of this social malice, corruption among the enforcement authorities, illiteracy of the parents, poverty, adult unemployment, and many other factors kept the practice of child labor prevalent in the country. Can Indian companies and their HR departments play a proactive role to abate the prevalence and occurrence of child labor?
Managing Employee Turnover
This caselet describes employee attrition concerns faced by the Founders of Develop Computing, N. Gopi and M. Anjaneyalu. The caselet highlights the various issues like absenteeism, employee turnover, etc. The Founders try to analyze the issues by interviewing the employees who were in the process of quitting as well as those who had already quit and take corrective actions, if any. After making certain changes in the norms, there was a reduced turnover and absenteeism. However, the challenge now staring at Develop Computing was whether such flexible work environment would be beneficial or would it prove to be a debacle?
Interviewing Candidates
This Case Flyer and the accompanying article1 enable a discussion on the nuances of job interviews. The Case Flyer helps understand the purpose of a job interview and also the process of the same with certain pertinent questions. It triggers a debate whether an individual is hired only for his/her skills or knowledge or for other soft attributes such as attitude. Broadly, it focuses on the necessity of a job interview and the ways to conduct an effective job interview. It helps identify the ways in which information about a candidate can be gathered during an interview even without asking objectionable questions such as those related to age, religion, marital status, etc. This case flyer can be suitably used to teach the concept of interviewing candidates.
Chinese Mobile Brands and Cross-Cultural Consumer Behavior
This document introduces a case study on cross-cultural consumer behavior related to Chinese mobile brands in India. It discusses how Chinese brands like Xiaomi, OPPO Mobile, Gionee, and Lenovo have overcome negative perceptions in India about products made in China through focused strategies and branding initiatives. The case aims to examine factors that have contributed to China transforming its country brand image from a copier to a catalyst in some product categories. It also looks at how these late-entrant Chinese mobile brands have prompted acculturation among Indian consumers despite carrying the stigma of "Made in China."
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Pay for Performance and Financial Incentives (E): Team and Organization-wide ...
Fifth in a series of six caselets on Pay for Performance and Financial Incentives, this caselet is meant to understand the importance of organization-wide incentive plans. Siddarth Ray (Ray) established Ray Tech Pvt. Ltd. (Ray Tech) in January 2011. The company designed a software for doctors and clinics to store, access (from anywhere) and share healthcare records with other doctors. The company also launched a website through which patients can search for doctors and book appointments. However, the company’s projects were getting delayed on a regular basis. The management found lack of cooperation and coordination between the technical team and the marketing team. In order to motivate the two teams to work in sync with each other, Ray Tech’s management decided to go for an organization-wide incentive plan using the Scanlon Benefit Sharing Formula.
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