Asian Journal of Management Cases, Ahead of Print.
This case primarily focuses on how Jamshedpur Utilities Services Company (JUSCO) identifies and nurtures talents from within their organization to prepare them for future positions. JUSCO places a strong emphasis on both the processes and content of building relational capacity and enhancing social capital within the company. This approach has led to a significant improvement in the level of respect, trust and commitment among internal and external members of the organization, ultimately contributing to enhanced individual, group and organizational performance. To keep up with the rapidly changing market demands, JUSCO has made strategic investments in developing the capabilities of its existing employees, who have the potential to drive growth in new categories. Through their competency development programmes, JUSCO has not only increased managers’ appreciation of their employees’ potential but has also succeeded in fostering a deep understanding of the organization’s vision and culture among its members. By aligning training programmes with promotions, they have created champions who play a vital role in implementing critical strategies. This case offers valuable insights to organizations and practitioners on how to effectively develop competencies among potential members within their own ranks, ensuring a sustainable pipeline of skilled and qualified individuals for the organization’s future success.
Category Archives: Asian Journal of Management Cases
Arvind Ltd: Can Hiving off Be a Growth Strategy?
Asian Journal of Management Cases, Ahead of Print.
This case sheds light on various aspects, including valuation, promoter holdings and shareholding patterns, concerning the pre- and post-demerger phases of Arvind Ltd. It serves as an educational tool for students to grasp the significance of demergers within the realm of corporate restructuring. Moreover, it equips them with the ability to analyse spin-offs, split-ups or split-offs as specific forms of demergers. What makes this case particularly intriguing is its potential to enable students to assess whether the chosen demerger structure and subsequent changes in shareholding patterns can effectively enhance shareholder wealth.
This case sheds light on various aspects, including valuation, promoter holdings and shareholding patterns, concerning the pre- and post-demerger phases of Arvind Ltd. It serves as an educational tool for students to grasp the significance of demergers within the realm of corporate restructuring. Moreover, it equips them with the ability to analyse spin-offs, split-ups or split-offs as specific forms of demergers. What makes this case particularly intriguing is its potential to enable students to assess whether the chosen demerger structure and subsequent changes in shareholding patterns can effectively enhance shareholder wealth.
Preparing for the Future in the Shadow of the Pandemic—The Goat Trust Emerges Digitally
Asian Journal of Management Cases, Ahead of Print.
The founder of a charitable organization dedicated to small livestock management for livelihood generation now confronts the additional challenge of supporting returnee migrant workers who lost their jobs due to COVID-19. Simultaneously, addressing the need to navigate the economy during and after the COVID era became imperative. India’s diverse economic landscape, marked by substantial regional disparities, compels thousands of labourers to migrate annually for a better life.The COVID-19 pandemic exacerbated the plight of these migrant labourers. Faced with joblessness and unable to sustain themselves in large cities, they began returning to their homes. The Goat Trust, actively promoting livelihood development in resource-deprived areas, is exploring avenues to reshape the value network of goat farming in India. The urgency of the situation demands immediate action.This scenario underscores the potential for social enterprises to play a pivotal role in building the new post-pandemic economy. Organizations like the Goat Trust can seize opportunities presented by this social crisis by upgrading and digitising local economies. This approach is pertinent to India and relevant to the global economy. Focusing on local economic development emerges as a key strategy for alleviating the profound economic depression induced by the pandemic.
The founder of a charitable organization dedicated to small livestock management for livelihood generation now confronts the additional challenge of supporting returnee migrant workers who lost their jobs due to COVID-19. Simultaneously, addressing the need to navigate the economy during and after the COVID era became imperative. India’s diverse economic landscape, marked by substantial regional disparities, compels thousands of labourers to migrate annually for a better life.The COVID-19 pandemic exacerbated the plight of these migrant labourers. Faced with joblessness and unable to sustain themselves in large cities, they began returning to their homes. The Goat Trust, actively promoting livelihood development in resource-deprived areas, is exploring avenues to reshape the value network of goat farming in India. The urgency of the situation demands immediate action.This scenario underscores the potential for social enterprises to play a pivotal role in building the new post-pandemic economy. Organizations like the Goat Trust can seize opportunities presented by this social crisis by upgrading and digitising local economies. This approach is pertinent to India and relevant to the global economy. Focusing on local economic development emerges as a key strategy for alleviating the profound economic depression induced by the pandemic.
Royal Enfield’s Plan RE 2.0: Turbulence in Two-wheeler Market
Asian Journal of Management Cases, Ahead of Print.
Eicher Motors Limited, custodian of the revered Royal Enfield (RE) motorcycle brand, faced a pivotal moment in 2019 when Siddhartha Lal, the long-standing Managing Director and Chief Executive Officer, stepped down, handing over leadership to Vinod Dasari. RE had enjoyed a decade-long dominance in India’s mid-segment motorcycle market (250–750cc). However, recent years ushered in formidable challenges, including stringent emission norms, evolving tax structures, disruptions in transportation and the rise of electric vehicles.RE navigated the competitive landscape amid the advent of global brands and was caught in a milieu of choices—ranging from product innovation to global expansion. The new leadership, led by Dasari, aimed to strike a delicate balance, addressing challenges in the domestic market and emerging and mature global markets. This case examines the strategic dilemmas and multi-pronged challenges faced by RE as it sought to reshape its trajectory and evolve under Dasari’s guidance during a transformative period in the motorcycle industry.
Eicher Motors Limited, custodian of the revered Royal Enfield (RE) motorcycle brand, faced a pivotal moment in 2019 when Siddhartha Lal, the long-standing Managing Director and Chief Executive Officer, stepped down, handing over leadership to Vinod Dasari. RE had enjoyed a decade-long dominance in India’s mid-segment motorcycle market (250–750cc). However, recent years ushered in formidable challenges, including stringent emission norms, evolving tax structures, disruptions in transportation and the rise of electric vehicles.RE navigated the competitive landscape amid the advent of global brands and was caught in a milieu of choices—ranging from product innovation to global expansion. The new leadership, led by Dasari, aimed to strike a delicate balance, addressing challenges in the domestic market and emerging and mature global markets. This case examines the strategic dilemmas and multi-pronged challenges faced by RE as it sought to reshape its trajectory and evolve under Dasari’s guidance during a transformative period in the motorcycle industry.
MG Hector Plus Entry in India: Challenges and Strategies
Asian Journal of Management Cases, Ahead of Print.
India’s robust gross domestic product (GDP) growth, combined with a burgeoning demand for automobiles and favourable government policies, attracted international players to the market. In 2019, MG Motor made its foray into the Indian automotive sector, capitalizing on a welcoming business environment. The company introduced two vehicles and had plans to launch its third, the Hector Plus. However, the COVID-19 pandemic disrupted the Indian landscape when a nationwide lockdown was enforced on 24 March 2020. This directly impacted MG Motor and the broader economy. Simultaneously, the strain in cross-border relations between India and China influenced consumer sentiment. In response to these evolving conditions, MG Motor India revamped its strategies. This case delves into how MG Motor India adapted its strategies in light of these changes, utilizing societal marketing approaches to navigate environmental challenges. We aim to examine the following questions within this case study: What business environment did MG Motor India confront in this transformed scenario? How did the ongoing COVID-19 situation affect MG Motor India’s sales? And will the electric variant of MG Hector Plus prove successful in the Indian market?
India’s robust gross domestic product (GDP) growth, combined with a burgeoning demand for automobiles and favourable government policies, attracted international players to the market. In 2019, MG Motor made its foray into the Indian automotive sector, capitalizing on a welcoming business environment. The company introduced two vehicles and had plans to launch its third, the Hector Plus. However, the COVID-19 pandemic disrupted the Indian landscape when a nationwide lockdown was enforced on 24 March 2020. This directly impacted MG Motor and the broader economy. Simultaneously, the strain in cross-border relations between India and China influenced consumer sentiment. In response to these evolving conditions, MG Motor India revamped its strategies. This case delves into how MG Motor India adapted its strategies in light of these changes, utilizing societal marketing approaches to navigate environmental challenges. We aim to examine the following questions within this case study: What business environment did MG Motor India confront in this transformed scenario? How did the ongoing COVID-19 situation affect MG Motor India’s sales? And will the electric variant of MG Hector Plus prove successful in the Indian market?
Crisis Faced by a B-School
Asian Journal of Management Cases, Ahead of Print.
This article discusses the marketing missteps made by a prestigious B-school, exploring key concepts such as improper positioning and the imperative for repositioning. It provides an in-depth analysis of the decline in admissions at this well-established institution, culminating in a crisis. Additionally, the article explores a range of strategies available to the B-school’s founder and top management team to enhance the institution’s visibility and bolster its brand.Furthermore, it sheds light on the challenges the B-school faces, including inadequate infrastructure and other weaknesses, such as subpar research output, moderate placement offers and a low ranking in national B-school surveys. The case meticulously examines the errors made by the B-school’s leadership team, such as discontinuing advertising and the ill-advised decision to withdraw from B-school surveys.Ultimately, this article epitomizes the predicament faced by an institution that relied on its historical strengths and failed to adapt to the evolving demands of its environment. It concludes by presenting short-term and long-term strategies available to decision-makers for crisis mitigation. It highlights digital marketing as one of the short-term solutions earnestly considered by the B-school’s management to enhance brand awareness among its target audience.
This article discusses the marketing missteps made by a prestigious B-school, exploring key concepts such as improper positioning and the imperative for repositioning. It provides an in-depth analysis of the decline in admissions at this well-established institution, culminating in a crisis. Additionally, the article explores a range of strategies available to the B-school’s founder and top management team to enhance the institution’s visibility and bolster its brand.Furthermore, it sheds light on the challenges the B-school faces, including inadequate infrastructure and other weaknesses, such as subpar research output, moderate placement offers and a low ranking in national B-school surveys. The case meticulously examines the errors made by the B-school’s leadership team, such as discontinuing advertising and the ill-advised decision to withdraw from B-school surveys.Ultimately, this article epitomizes the predicament faced by an institution that relied on its historical strengths and failed to adapt to the evolving demands of its environment. It concludes by presenting short-term and long-term strategies available to decision-makers for crisis mitigation. It highlights digital marketing as one of the short-term solutions earnestly considered by the B-school’s management to enhance brand awareness among its target audience.
Capital Dairy and Livestock: Buffalo Versus Cow Decision
Asian Journal of Management Cases, Volume 21, Issue 1, Page 10-23, March 2024.
This case delves into the entrepreneurial journey of a dairy business owner, shedding light on the intricacies of the dairy industry within the Pakistani market. It provides a comprehensive overview of the dairy business’s value chain and delves into the life cycle of cattle used for milking. The case also offers insights into the operational aspects of managing a cattle farm and the requisite business systems. Emphasizing the vital components of cattle farm management and the evolving business landscape, it elucidates the crucial roles played by farm workers and the necessary systems for efficient management.Furthermore, the case furnishes valuable information regarding the economics of running a cattle farm, highlighting key cost factors such as food and overhead expenses. The revenue side of the business is intricately linked with the farm management practices, specifically focusing on the yield. The case concludes with the entrepreneur’s desire to reevaluate their business model, shifting from buffalo milk to the exploration of the dynamics involved in the cow milk business.
This case delves into the entrepreneurial journey of a dairy business owner, shedding light on the intricacies of the dairy industry within the Pakistani market. It provides a comprehensive overview of the dairy business’s value chain and delves into the life cycle of cattle used for milking. The case also offers insights into the operational aspects of managing a cattle farm and the requisite business systems. Emphasizing the vital components of cattle farm management and the evolving business landscape, it elucidates the crucial roles played by farm workers and the necessary systems for efficient management.Furthermore, the case furnishes valuable information regarding the economics of running a cattle farm, highlighting key cost factors such as food and overhead expenses. The revenue side of the business is intricately linked with the farm management practices, specifically focusing on the yield. The case concludes with the entrepreneur’s desire to reevaluate their business model, shifting from buffalo milk to the exploration of the dynamics involved in the cow milk business.
cMercury: Finding Returns in Precision Marketing
Asian Journal of Management Cases, Ahead of Print.
This case stems from a 2019 scenario at Caspar Technologies Pvt. Ltd., a rapidly growing digital marketing and automation service provider in India. CEO Jacob faced concern after presenting to a major client, Pragati, the founder of Villuvia.com, one of India’s top online jewellery brands. While email marketing had been a core strategy since the beginning, its return on investment had dwindled compared to social media advertising, exacerbated by a recent overhaul introducing a new digital marketing team. They excelled in social media but were new to email marketing software. Caspar Technologies unveiled cMercury, an AI-based technology to streamline email marketing campaigns. Although initial tests showed promise, it came at a five-fold cost compared to traditional email management software, which demanded extensive manual intervention. Jacob considered offering Villuvia a discount for the festive season but awaited Pragati’s decision. This would determine whether their budget would be allocated to email marketing, social media, or offline expansion. This case allows students to delve into email marketing intricacies, assess metrics and make quantitative evaluations. It also presents a platform for qualitative discussions on managerial dilemmas, like evaluating the digital team’s capabilities, prioritizing customer acquisition or retention and gauging the long-term viability of AI-powered email communication.
This case stems from a 2019 scenario at Caspar Technologies Pvt. Ltd., a rapidly growing digital marketing and automation service provider in India. CEO Jacob faced concern after presenting to a major client, Pragati, the founder of Villuvia.com, one of India’s top online jewellery brands. While email marketing had been a core strategy since the beginning, its return on investment had dwindled compared to social media advertising, exacerbated by a recent overhaul introducing a new digital marketing team. They excelled in social media but were new to email marketing software. Caspar Technologies unveiled cMercury, an AI-based technology to streamline email marketing campaigns. Although initial tests showed promise, it came at a five-fold cost compared to traditional email management software, which demanded extensive manual intervention. Jacob considered offering Villuvia a discount for the festive season but awaited Pragati’s decision. This would determine whether their budget would be allocated to email marketing, social media, or offline expansion. This case allows students to delve into email marketing intricacies, assess metrics and make quantitative evaluations. It also presents a platform for qualitative discussions on managerial dilemmas, like evaluating the digital team’s capabilities, prioritizing customer acquisition or retention and gauging the long-term viability of AI-powered email communication.
Maledia Broadcasting: Getting Ready to Go on Air
Asian Journal of Management Cases, Ahead of Print.
This case focuses on the positioning strategy development for a new regional television channel of Maledia Broadcasting Network (MBN), a venture of the Kerala-based media group from India, Model Publication Trust. It also introduces the concept of perceptual maps for brand positioning and addresses brand extension.In 2011, MBN prepared to launch a Malayalam news channel. Samjad, Deputy CEO of the new company, faced the challenge of determining the channel’s positioning strategy. This task involved not only differentiation but also redefining competition in India’s dynamic and competitive broadcasting industry. The decision would impact marketing aspects such as the brand name and channel identity.This case offers opportunities to explore qualitative aspects of audience behaviour beyond competitive data, helping marketing students gain insights and analyse the competitive landscape in the industry to make strategic marketing decisions.
This case focuses on the positioning strategy development for a new regional television channel of Maledia Broadcasting Network (MBN), a venture of the Kerala-based media group from India, Model Publication Trust. It also introduces the concept of perceptual maps for brand positioning and addresses brand extension.In 2011, MBN prepared to launch a Malayalam news channel. Samjad, Deputy CEO of the new company, faced the challenge of determining the channel’s positioning strategy. This task involved not only differentiation but also redefining competition in India’s dynamic and competitive broadcasting industry. The decision would impact marketing aspects such as the brand name and channel identity.This case offers opportunities to explore qualitative aspects of audience behaviour beyond competitive data, helping marketing students gain insights and analyse the competitive landscape in the industry to make strategic marketing decisions.
Spreading Netflix Culture Stirs a Furore
Asian Journal of Management Cases, Ahead of Print.
The availability of a large number of smartphones, widespread internet access and the penetration of high bandwidth, coupled with competitively priced data plans, spurred tremendous growth in the Indian media and entertainment industry, particularly in the realm of over-the-top (OTT) platforms. The demand for OTT services surged even further during the lockdown period brought about by the COVID-19 pandemic. The focal point of this case lies in the entry and expansion of the multinational corporation ‘Netflix’ within India. The case delves into the company’s employment of the marketing mix to address the escalating demand for the novel OTT service in India amid intensifying competition and emerging challenges. In its eagerness to produce original content, Netflix appeared to have inadvertently offended and disregarded the sentiments, religious emotions and beliefs of its audience, resulting in consumer protests. This, in turn, led to the formulation of various regulations governing the content presented on OTT platforms. Owing to its controversial and insensitive content, Netflix faced backlash in India and globally, leading to legal battles in several countries. A recent instance occurred on September 18, 2021, where Nona Gaprindashvili, a Georgian chess prodigy who made history as the world’s first female grandmaster, took legal action against Netflix for defamation and invasion of privacy. This lawsuit was filed in a federal district court in California in response to their show titled ‘Queen’s Gambit’. The core of the lawsuit revolves around a scene in the final episode of the show, wherein a radio commentator suggests that Gaprindashvili was not regarded as a significant contender by her male counterparts. The lawsuit accuses Netflix of belittling Gaprindashvili’s achievements to craft a more sensational narrative and dismissing her previous defamation claim without issuing a public apology or retraction (https://www.npr.org/2021/09/18/1038442947/nona-gaprindashvili-netflix-lawsuit-chess-queens-gambit).
The availability of a large number of smartphones, widespread internet access and the penetration of high bandwidth, coupled with competitively priced data plans, spurred tremendous growth in the Indian media and entertainment industry, particularly in the realm of over-the-top (OTT) platforms. The demand for OTT services surged even further during the lockdown period brought about by the COVID-19 pandemic. The focal point of this case lies in the entry and expansion of the multinational corporation ‘Netflix’ within India. The case delves into the company’s employment of the marketing mix to address the escalating demand for the novel OTT service in India amid intensifying competition and emerging challenges. In its eagerness to produce original content, Netflix appeared to have inadvertently offended and disregarded the sentiments, religious emotions and beliefs of its audience, resulting in consumer protests. This, in turn, led to the formulation of various regulations governing the content presented on OTT platforms. Owing to its controversial and insensitive content, Netflix faced backlash in India and globally, leading to legal battles in several countries. A recent instance occurred on September 18, 2021, where Nona Gaprindashvili, a Georgian chess prodigy who made history as the world’s first female grandmaster, took legal action against Netflix for defamation and invasion of privacy. This lawsuit was filed in a federal district court in California in response to their show titled ‘Queen’s Gambit’. The core of the lawsuit revolves around a scene in the final episode of the show, wherein a radio commentator suggests that Gaprindashvili was not regarded as a significant contender by her male counterparts. The lawsuit accuses Netflix of belittling Gaprindashvili’s achievements to craft a more sensational narrative and dismissing her previous defamation claim without issuing a public apology or retraction (https://www.npr.org/2021/09/18/1038442947/nona-gaprindashvili-netflix-lawsuit-chess-queens-gambit).