Case studies

Macro-Economics.

Undergraduate and MBA.

The COVID 19 pandemic-related restrictions devastated South Africa’s economy in 2020 and although the restrictions were generally less damaging than in 2020, the government had to budget for vaccinations and rebuild the economy. Public service unions had just announced that they were demanding an increase of 4% above inflation for their members and that they were preparing for a strike. They were bitter about the fact that the South African Government had withdrawn from the last year of a three-year wage agreement in February 2020 and their members had not received an increase for the two years. These demands and Finance Minister Mboweni’s response to them had to consider the structural and cyclical impact on the fiscus and economy.

The learning outcomes are as follows: understand the general objectives of fiscal policy and stakeholders’ interests; understand the tradeoffs in fiscal policy and the implications of taking a position; and make recommendations based on reasoned judgements about those recommendations.

Undergraduate and MBA level courses on Macro Economics.

Teaching notes are available for educators only.

CSS 10: Public Sector Management.

This case focuses on the business rescue of South African Airlines. SAA, four times rated the best airline in Africa (SAA, 2019), was already insolvent when in early 2020 COVID-19 decimated the world. The state-owned airline, which had last made profits in 2011, continued to lose millions of passengers to competitors over the next decade and, despite bailouts of more than R40bn, entered Business Rescue in December 2019, still owing creditors more than R26bn. To the surprise of many, Public Enterprises minister Pravin Gordhan was determined to rescue the airline. In May 2021, the business rescue practitioners handed SAA back to the interim board and Thomas Kgokolo (CA) (MBA) was appointed interim CEO. In June 2021, Gordhan announced a “born again” SAA, “almost ready to take off” and promised no more bailouts. But, with several billion rand outstanding to complete the rescue plan, a grounded fleet, unresolved labour problems, an critical but unnamed “strategic-equity partner” and a largely unvaccinated country entering its third COVID wave – what were the chances?

Within the framework of a country desperately in need of jobs and short of capital, the case raises questions about ethics, accountability, responsibility, management, economics and strategy. Should retrenched workers in airlines feel the consequences of their unfortunate career choices? Ought government’s bail-out already failed industries? Should governments run airlines? What sources of funds are available? Have all the necessary requirements for “restructuring” to succeed been satisfied?

Teaching notes are available for educators only.

CSS 11: Strategy.

MBA, Exec-ed.

Consumption and consumer behaviour are driven by social and cultural factors. The global movement against racism and skin colour bias has created a situation where companies need to relook at the way they are marketing skin lightening and cosmetic products in an emerging economy like India.

The case study was developed by collecting data from news articles and published research.

Johnson and Johnson in June 2020 decided to stop selling products under the category of Skin lightening popularly known as fairness creams in Asian markets, especially India. This created a dilemma for popular brands like Hindustan Unilever (HUL), Loreal and Procter & Gamble which have brands under this category. Among all these brands the biggest challenge is for HUL which is a major player in this segment. The case discusses the cosmetic industry in India and how HUL responded to this situation.

The case is intended for use in graduate-level courses in consumer behaviour, new product development, integrated marketing communication and marketing. Market environment, cultural and social factors and the importance of considering these factors in developing the product and marketing strategy is the focus of this case.

The information presented in this case was gathered through interviews and observations carried out during the time Ms Joy attended the Initiative for A Competitive Inner City business support program in 2017. In addition, focus groups that took place after the program provided important information and insights into her decision-making process and business goals. Additional interviews were conducted in 2018 and 2019 after the business program ended to gain in-depth knowledge of Ms Joy’s entrepreneurial journey.

This case details the experiences of Winsome Joy in recognizing market opportunities in the child care industry and then expanding into the educational materials industry. The case focuses on challenges related to founding and sustaining her business and the ways in which Ms Joy engaged in “opportunity recognition” and “effectuation” to become a successful entrepreneur. The case points out the challenges of the child care and early education field in terms of professional training, hiring practices and retaining qualified staff. It provides an aspirational role model who has overcome these challenges by finding and recognizing new market opportunities.

This case is relevant for undergraduate and graduate courses in entrepreneurship.

The learning outcomes of this paper are as follows: to understand the meaning of celebrity endorser, to understand factors that play a significant role in selecting a celebrity endorser for product endorsement, to decide when a brand needs a celebrity endorser and to generate option analysis factoring in the pros and limitations of celebrity endorsement.

Dish TV pioneered digital entertainment in India. It was July 2016, the first quarter board meeting of Dish TV India Limited at the company corporate office in Noida, India. One of the agenda items was whether the company needed to rely on celebrity endorsement 12 years after its inception. In three months, time, at its next meeting, the board was expected to come up with a product campaign that would most effectively impact its target customers.

The case is targeted at business management students pursuing a postgraduate management program.

Teaching notes are available for educators only.

CSS 8: Marketing.

This case introduces the context of seaport logistics supply chain management with a focus on the issues of risk management in handling and transportation of dangerous goods (DG). The authors present the following learning objectives under the overarching framework of Bloom’s Taxonomy as follows: To understand the severity of handling and transportation of DG in the export supply chain context. To understand the relevance of multi-criteria decision-making in risk assessment. To apply Delphi Technique to appropriately explain the process of risk assessment in a supply-chain context.

It was midnight on December 21, 2020, and Nishadh Amonkar, Chief Executive Officer, Yorokobi, was still awake recollecting his telecon with Tushar Rane, the Head-Materials, Western Maharashtra site of Crop Life Pvt Ltd. The organization was developing and manufacturing pesticides and other specialty chemicals for its clients worldwide. As new and diverse products were being manufactured in the organization, transportation of the products was becoming challenging. The case highlights the need for a data driven risk assessment approach to manage supply chains that were prone to product driven risks such as the handling and transportation of DG.

This course is suitable at the Master of Business Administration level for the following courses: Supply Chain Management (Focus/Session: Supply Chain Risk Management), Logistics Management (Focus/Session: Risks in Logistics and Supply Chain), Research Methodology (Focus/Session: Application of Delphi Technique).

Teaching notes are available for educators only.

CSS 9: Operations and logistics.

Applicable to both undergraduate and graduate courses in managing technology or sustainability.

Technology strategy.

Business Model evaluation.

Sustainable technologies.

In this case study, gas and electric utility holding company Southern Company has embarked on an ambitious experiment to learn more about energy usage at a household level, as well as community scale microgrids. Every minute, 62 homes in Reynolds Landing upload appliance and electrical outlet level data to Southern Company. How can Southern Company use this vast amount of data to promote energy efficiency? Are microgrids a key to creating a more sustainable and resilient energy future? At a higher level, how can microgrids impact or change traditional power generation business models like those used by Southern Company?

1. To explore why companies develop technologies that are counter to current business models.

2. To understand how new technology can lead to new business models for existing businesses.

3. To understand the drivers of company led R&D.

4. To discuss “technology push” applications. Where technology is developed and then a market or markets are sought.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Two parts here. The first is looking at sustainable energy solutions such as solar farms and micro-grids. The second is this case challenges students to ask how this research helps the 45% of consumers making less than $40,000/yr.

CSS 11: Strategy.

To understand the strategic importance of location selection within the organization. To analyze the constraints in decision-making for selection of location. To analyze the alternate options for a location selection. To understand the usage of the factor rating method.

Due to a countrywide anti-encroachment drive, Mr Mughal loses his shop. He had just received a notice that his shop including those of others near him was established on one of the amenity plots. The structure was declared as illegal and was to be demolished in 24 h. He had to vacate the shop and his display center to avoid the loss of his items. He along with other shop owners approached to Supreme Court of Pakistan (SCP) to stop this demolishing act and to prove that these shops belonged to them for decades and that they had already paid the price of shops at that time. However, the SCP rejected their appeal straightforward and the anti-encroachment drive was carried out. Now, Mr Mughal had to find out an alternate location to establish his display center and to resume his business operations.

Undergraduate.

Teaching Notes are available for educators only.

CSS 9: Operations and logistics.

This compact case study uses the marketing mix (product, price, place and promotion) and customer segmentation/targeting as theoretical platforms for the Amazon Go business concept. It reinforces the idea that these are important aspects in developing a successful marketing strategy especially when they are aligned with the core competencies of a firm. Additional concepts include localization strategy, loyalty and Maslow’s hierarchy. Localization focuses on merchandising and local partnerships. Customer loyalty is discussed in the context of loyalty programs and consumer trust. Maslow’s hierarchy is used as a way to connect the pandemic and safety concerns to the offline retail experience.

This case was developed from secondary sources readily available in the public domain including websites, news articles and social media sites. This case has been taught in undergraduate marketing management courses.

In 2018, Amazon opened high tech convenience stores across a number of metropolitan cities in the USA offering a checkout-free experience for customers. This case evaluates the marketing aspects of the move including industry structure, store format and customer loyalty. The underlying question is how will Amazon, the company that pioneered online shopping, perform in an offline retail marketplace that is highly competitive? Will Amazon be able to leverage its massive technology power and shake up offline retail? Will changing market forces caused by the pandemic reshape retail as we know it?

This case should be used in a marketing management course or a retailing course for undergraduate students. Applicable concepts include competitive advantage, marketing mix, customer loyalty and retailing in a digital world. This case could also be used to discuss or compare the differences between online and offline brand leadership.

The learning objectives of this case study are listed below: • What is corporate social responsibility (CSR)? • The role of CSR in creating opportunities to growth. • Distinguish the ways in which social marketing evolved differently in urban and rural areas. • Obstacles in CSR • CSR beyond the competition.

The case of CSR by Reckitt Benckiser (RB) follows the marketing practices through purpose-led marketing through CSR. RB Pakistan Limited is a fast-moving consumer goods provider in Pakistan following a vision of the world where people are healthier and live well. The purpose is to make a difference by giving people innovative solutions for healthier lives and happier homes. This means they are expending their capabilities and investing in innovation to stay ahead of the game. RB is trying to achieve this vision by following the strategy of health and hygiene awareness in rural marketing through various types of communications, by introducing low price products to reduce diarrhea and open defecation. In urban areas, the young generation is the trend creators and they are much involved in awareness of state of the world. RB is committed in providing innovative solutions with the help of well-organized programs such as reaching new moms, educating them and providing awareness sessions in schools to students for handwashing practices. RB carries these activities with the help of non-government organizations and small support of Government of Pakistan.

This case is appropriate for MBA (Marketing) courses. The case explains the significance of CSR in capitalizing the growing trend and unleashing untapped areas and remaining competitive by providing innovative solutions. The case can be taught to the strategic marketing students.

CSS 8: Marketing.

Teaching Notes are available for educators only.