Case studies

After completion of the case study, students will be able to understand the service offerings within the nascent electric vehicle (EV) sector and end-consumer needs of EV charging services, understand the reasoning behind Sunfuel Electrics (SFEs) prioritisation of destination charging for their first go-to-market (GTM) strategy and appreciate SFE’s use of community marketing and alliance partners to execute its various strategies. Connect game-theory with the proposed strategies.

SFE was an early start-up in EV charging space. The co-founders believed that any success would hinge on their ability to play a differentiated game and carve a distinct yet profitable niche in the EV charging arena. SFE deliberately focussed on “destination charging” and identified a segment that they were confident of making a difference: the discerning high-end consumer. Soon, SFE’s success caught the eye of its deep-pocketed competitors who also entered the same space. As a single service company, the co-founders set in motion a back-up plan and identified three new strategic thrust areas to maintain SFE’s competitive edge. The first involved entering the city charging segment, and the second was a pioneering concept branded “E-Trails” targeted at a community of EV owners who were motor enthusiasts. Thirdly, SFE conceptualised an EV-Roadhouse concept, promising a full-bouquet of select premium services at a pit-stops along the highway. The co-founders needed to test which and to what extent would these initiatives would translate into real gains and if returns were commensurate with investments and SFE’s ability to deliver a scalable consistent experience. Specifically, if these proposed asset-light avenues added the required heft to their GTM strategy.

This case study is suitable for post-graduate students in marketing, strategy, entrepreneurship and sustainability courses.

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At the end of this case discussion, the students should be able to analyze the challenges of Strategic Talent Management in the expansion phase of a tech startup; analyze the strategic elements of “Recruiting ahead of the curve”; interpret the application of different employment nodes in creating a differentiated human resource architecture, particularly in the context of an ed-tech startup; recommend Talent Management interventions for Edtech startups.

The protagonist in the case Mr. Rohit Manglik started his EdTech startup EduGorilla in year 2020 in the state of Uttar Pradesh in India. His passion for transforming test preparation assistance for competitive examinations coupled with innovative AI and ML-driven testing portals has led to tremendous growth. He has received several rounds of funding, and the investor community is now expecting robust growth and returns. Manglik is now expanding in other states and has already started expanding in the Middle East to attain his ambitious growth targets. His current organization design, structure and talent management approach have worked so far, and he has managed to retain a productive workforce. To cater to its fast-growing client, base the company followed a novice hiring strategy where Manglik decided to overstaff his recruitment team to overcome the challenge of manpower deficit. He has been on a hiring spree primarily driven by anticipated projections. The operations team was hired primarily from the Tier II cities of Uttar Pradesh, which allowed him to balance cost and demand effectively. Manglik planned to expand into Tier-1 cities in India & Middle Eastern countries, but he wondered if his over-hiring approach to the recruitment team a tactic or a long-term strategy. The case will explore the talent management issues in the expansion phase of startups, particularly in the context of emerging markets. Will talent management and HR strategies have to be adapted in the context of different economies of emerging markets? The case explores the talent management strategies of an Edtech startup that is growing tremendously in an emerging market context. Hence, the case will augment the understanding of talent management approaches in a startup.

Postgraduate business management students enrolled in SHRM & Talent Management courses. Prior knowledge of the basic concepts of human resources is required for analyzing the case. The case can also be used in Management Development Programs for senior HR professionals and HR consultants.

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CSS 6: Human Resource Management.

After completion of the case study, the students will be able to define and compute equivalent units of production, apply management accounting procedures for manufacturing businesses (Furqani Sugar Mills), calculate product cost and track product cost flows and prepare process cost summary using the weighted average method. By studying this case, learners will gain insights into the challenges and financial complexities faced by a sugar mill and how strategic decisions and economic analysis can impact the sustainability and profitability of such businesses.

This case study explained the problem Mr Zoraiz, chief financial officer (CFO) of Furqani Sugar Mill, was facing. The problems started in the month of November 2020. Mill’s owner Mr Jabbar asked him for suggestions that employees should not be laid off. So he was analysing and estimating the cost of production when increasing production. He was focusing on cost reduction in process or increasing production, and utilization of resources efficiently and effectively. This case study focused on the market segment of the sugar industry for process costing. Furqani Sugar Mill, founded in 1992 in Pakistan (Company Document), had a noble mission to improve the lives of local peasants by producing sugar and molasses. Pakistan heavily relied on agribusiness, particularly sugar production, which contributed significantly to manufacturing. However, Furqani Sugar Mill faced a dire situation despite its vital role. During the sugarcane season, it struggled due to a shortage of raw materials, primarily sugarcane. Zoraiz, the CFO, grappled with running the mill below total capacity in recent years due to two significant issues: government-fixed sugar prices and limited sugarcane supply from local farmers. The high cost of sugarcane hindered Zoraiz’s desire to operate at total capacity. Zoraiz, Furqani’s CFO, must decide what he can do so that the mill can operate at its total capacity. The future of Furqani Sugar Mill hung in the balance as Zoraiz navigated complex financial decisions while striving to uphold the mill’s legacy and commitment to the local community.

This case study is suitable for teaching in several modules, notably managerial accounting and control systems, management accounting decision-making and cost and management accounting. Specifically, it covers performance management and process costing in management accounts. It is appropriate for teaching at the undergraduate and postgraduate levels.

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CSS 1: Accounting and finance.

MBA.

Master’s level in Change Management, Organizational Leadership and Human Resource Management.

Mr Sharma, the dynamic and entrepreneurial Chief Executive Officer (CEO) of the newly formed Soni Manipal Hospital (SMH), Jaipur, and Unit Head, Manipal Hospitals [Manipal Health Enterprises Pvt Ltd. (MHEPL)], in a meeting with SMH’s Head of Human Resources and the Head of the Nursing Management, Mr Yaduvanshi realised the exponential growth of employee resistance, their lack of skills and technological advancements for documentation hindering the hospital's transformation goal. The case study highlighted the challenges the protagonist faced when taking charge as the CEO after nine months of acquisition and the factors contributing to them.

Students reading this case are expected to understand leadership theories, strategic and quality management approaches, and theories of social behaviour, such as Herzberg’s two-factor theory and social exchange theory (SET) and the application of these concepts in acquired organisations to develop healthy leadership–employee relations and change management theories.

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Upon completion of the case study, students will be able to assess the business environment a firm faces and develop strategies to match its strengths and weaknesses vis-à-vis opportunities and threats; formulate growth/expansion strategies for a firm; and evaluate resources of the firm to develop a competitive advantage.

The case describes the journey of Praajasv Foundation, an institute that provides coaching for students pursuing civil service exams in Gujarat. Established in 2019 in a rented space in Ahmedabad, Praajasv made a name for itself in the competitive market of civil service exam coaching by 2022, thanks to its expert tutors and focus on quality education. However, with the changing dynamics of the industry, Malhar Bhatt, the COO of Praajasv, must navigate the institute to strengthen its position. The increasing number of aspirants for the Class-III cadre exams and the presence of strong national competitors pose significant challenges for Malhar in terms of strategic planning. The rise of online education as an alternative to classroom teaching has also altered the competitive landscape of the industry. How do these trends impact Malhar’s plans for Praajasv? How should Malhar plan to expand the Praajasv Foundation in the coming years?

This case can be useful for students majoring in strategic management and marketing management at the master’s level

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After completion of this case study, students will be able to understand about characteristics of urban poor in the city of Mumbai which will aid in understanding about other emerging markets as well, to apply Health Belief Model to help students analyse behaviour change model, to apply social marketing strategies to popularize a social marketing cause, to learn about non-traditional intermediaries and apply to promote a social marketing cause, to apply Ansoff matrix and evaluate various strategies for growth and to analyse various challenges faced by social entrepreneurs and enable learners to arrive at solutions (applicable for social entrepreneurs and marketing executives).

This case study looked at a Mumbai-based organization, Medow Brite Enterprises, which sold sanitary napkins under the brand FeelOn to women particularly from urban poor background. The protagonist Mrs Ameeta Neel Ramesh was at the helm of the organization and was stuck with a dilemma – whether to enter rural markets or focus on selling incinerators and aid in disposing used sanitary napkins which was adding to the volume of non-biodegradable waste in the city. In 2019, Ameeta made her first investment in Medow Brite. The organization had seen turbulent times during COVID-19 outbreak. However, Ameeta with her astute strategy, helped the company get back on its feet. Medow Brite instead of manufacturing started procuring quality sanitary napkins from specific vendors. In contrast to many other sanitary napkins available in the market, FeelOn had cotton sanitary napkin variant without presence of plastic in the pads. Ameeta had taken a different route for sale of her sanitary napkin, she conducted awareness sessions with the help of non-governmental organizations in various locations of Mumbai as well as Maharashtra. Post these sessions she sold her sanitary napkins among the attendees of the awareness sessions.

The case study can be included in marketing management course, consumer behaviour as well as social marketing courses in both undergraduate level and postgraduate level. In addition, the case study is also suitable for social entrepreneurs and marketing executives to discuss about non-traditional sales and marketing approaches, identifying unique segments and understanding behaviour change theories.

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At the end of the case study exercise, students will be able to evaluate a company’s competitive standing and formulate business growth strategies based on internal and external environment analysis, develop business strategies for a company to strategise product offerings and recommend promotional strategies for a company to best market new product offerings.

This case study is about the Central Production Unit (CPU), a wholly owned subsidiary of Sirah Heritage Holdings Sdn. Bhd. (owner of the popular restaurant brand “Tuuu […] Dia Pak Tam”), which was initially set up to standardise production for the whole company. However, ever since the subsidiary was set up, the management realised a few pertinent issues that needed their attention. Firstly, the CPU was underutilised even with the large number of Tuuu […] Dia Pak Tam restaurants across Peninsular Malaysia. Furthermore, the CPU was also tasked to introduce new products and services that could attract consumers and increase the visibility of their restaurants, but the company had no idea how to promote its new products. This study aims to look at the issues faced by the CPU by applying analytical tools such as SWOT analysis, Ansoff matrix and promotion mix.

This case study is designed for undergraduate and postgraduate students who are taking courses such as strategic management, marketing management and business development. This case study can also be used by training departments, corporate trainers and other relevant managers to improve growth strategies using business theories.

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After completing this case study, students will be able to understand the issues firms, brands and influencers face due to sponsorship disclosure regulation and the impact of self-regulation on firms engaging in influencer marketing, explain the challenges regulators face in ensuring compliance in an emerging market, explain Advertising Standard Council of India (ASCI)’s challenges in adopting influencer guidelines from emerged markets and recommend ethical theory (or theories) and strategies to firms engaged in influencer marketing.

This case study centers on Mr Manish Chowdhary, co-founder of WOW Skin Science, who started the beauty and personal care business with his brother Karan Chowdhary in 2015 in Bangalore, India. The company successfully built its brand through influencer marketing but faced challenges after the ASCI implemented new influencer guidelines. On May 31, 2021, he expressed disagreement with ASCI guidelines during an interview with Akansha Nagar from Buzz in Content, particularly the requirement to label every product or service received by influencers as an advertisement. He expressed concern about certain rules, fearing they might harm organic content and reduce viewership and followers. Subsequently, ASCI registered noncompliance cases against the company and communicated with them about complaints regarding influencer guideline violations. In this situation, Manish needed to evaluate his decision on noncompliance with regulation and required an action plan to strategically manage its influencer marketing campaign by incorporating ASCI’s guidelines. Overall, this case study highlights the journey of WOW Skin Science and its challenges with self-regulatory authorities over its influencer marketing strategy in an emerging market. Additionally, students can gain insight into the marketing communication ethics of a startup operating in an emerging market by embodying the protagonist’s role.

This case study is suitable for postgraduate level students pursuing a Master of Business Administration program. The difficulty level ranges from moderate to complex. It fits well into integrated marketing communication and marketing strategy courses. This case study discusses marketing ethics, advertising and promotion regulation.

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After completion of the case study, the students will be able to understand the complexity of diversification and market expansion strategies in a growing consumer-driven market context, apply strategic frameworks to analyze the Indian oral care market, analyze brand positioning principles to develop a marketing strategy for Aquawhite and evaluate and identify the pros and cons of the various decisions taken during market diversification.

This case study seeks to examine the market expansion dilemmas faced by Aquawhite, a brand in the oral health-care sector, and the role of key decision-makers in addressing these challenges. This case study aims to provide insights into the complexities of brand extension and market expansion strategies in the context of a developing consumer-driven market. This case study is structured as a qualitative analysis based on publicly available information, including Aquawhite’s historical data, market trends and industry reports. Additionally, insights from relevant interviews with key stakeholders within the company have been considered to present a comprehensive view. This case study highlights the dilemmas faced by Aquawhite as it navigates market expansion. It reveals the critical role of Nikhil Nanda, the managing director in addressing these dilemmas and shaping the brand’s future. This case study emphasizes the need for a strategic approach that balances market dynamics with brand identity.

This case study is suitable for use in undergraduate and postgraduate-level courses on marketing management and strategic management. This case study provides insights into brand development, market entry and expansion strategies. It can be used to discuss the marketing mix, segmentation and targeting, as well as competitive analysis.

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The case study aims to provide students with an understanding of child labour in India and how the Bachpan Bachao Andolan (BBA) movement is facilitating the eradication of child labour in India. The key objectives are to understand the challenges of eradicating child labour in India, assess the approaches to rescue and rehabilitation for the protection of a child in India, analyse the personality traits of a leader and evaluate the charismatic leadership of a leader.

The case study discussed child labour and the movement started by Kailash Satyarthi to protect children through the BBA or Save the Childhood Movement in India. He was awarded the Nobel Peace Prize in 2014 for his contribution to creating an environment to abolish child labour. Headquartered in New Delhi, BBA was established in 1980 to eliminate child slavery and violence against children (BBA.org.in, 2017). Satyarthi’s effort brought regulatory changes in the Indian constitution in the form of “Education as a fundamental right” (The Novel Prize, 2023). As per census 2011, more than 10 million children were involved in various industries in India (Drishtiias.com, 2019). Satyarthi and his BBA were far behind the mission they were to achieve. How should he move to eliminate child labour from India? Will he be able to create any impact on citizens, society and government through his new approaches?

The case study is ideal for courses on understanding strategy, leadership, personality traits and labour laws. This case study is designed for use in undergraduate and graduate early-stage programmes. The main purpose of this case study is to be used in programmes leading to a Master of Business Administration or a Bachelor of Business Administration. This case scenario focused on the BBA movement in India and its aim to eradicate child labour in India. It discussed the child labour scenario in Indian industries and how Satyarthi started the BBA movement to protect the future of underprivileged children in India. The case study discusses the challenges faced in rescuing and rehabilitation of children in India. The authors applied the big five model to analyse the personality of Satyarthi in the case context. The authors also used the concept and components of charismatic leadership to evaluate the traits of charismatic leaders from a case perspective. This case study will benefit students by focusing on traits related to personality and charismatic leadership concepts. Students will get the opportunity to explore the practical and theoretical concepts that interplay in this study.

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