Case studies

The case provides an opportunity to students to learn about the basic concepts in Project Management using a situation that can be easily understood by all. The case provides the instructor an opportunity to demonstrate to the students as to how precedence relationships are to be generated from assertions made about a project by the project in-charge – a feature that is generally missing in most cases on the subject. The case also provides an opportunity to develop a Linear Programming (LP) model for the project. The teaching note accompanying the case provides a simple, innovative LP formulation and outlines as to how it can be used to identify the critical path and the critical activities. The case can be taught in one session (if LP formulation is not covered). Else, since it is suitable for two sessions, the model can be developed and solved in the class in the second session.

The ‘CSIR-Tech: Facilitating lab to market journeys’ case is designed to teach students the strategic intricacies of an organizational network. The case also throws light on the formation and design of a collaborative inter-organizational network. CSIR, a premier R&D organization in India, was plagued with challenges in the commercialization of technologies developed in its constituent laboratories. CSIR-Tech was established as a private-limited company to catalyse the technology development and commercialization process. The case analyses formation of CSIR-CSIR-Tech alliance and discusses how the alliance can help in overcoming challenges associated with commercialization of technologies being developed at CSIR.

Launched in 2005, Aava natural mineral water is one of the key brands in the natural mineral water market in India. It had sales of over Rs. 15 crore (150 million) in 2012 and it is the second largest brand and a volume leader in the natural mineral water category. The case discusses the dilemma faced by its Managing Director and his team in light of the emerging competition. The company needs to take important decisions related to customer segment selection, product mix and introduction of new product offerings.

Since the concept of rental clothing business was new for Indian market and very few players were dealing in it, ‘Wright & Company’ consulting did an exploratory research to understand the model. Through two expert interviews and extensive survey of the business model of existing players across countries, they developed better understanding of kinds of business models, range of products offered, customer expectations and concerns regarding such service and business challenges. The research showed the purchase intention but further detailed primary research was required to validate the findings. To conduct the quantitative survey they designed a questionnaire but was not sure of the appropriateness of the questionnaire and thus wanted to pre-test it and construct a final detailed questionnaire. Vishal also wondered if he needed to do more extensive in-depth qualitative research.

Wright & Company conducted a market research for ‘Fashion Destination’ to determine the consumer purchase intention for a clothing and accessories rental service. Based on secondary research and expert interviews, the consultants came up with a preliminary business model for the service. And through qualitative research they found that consumers indeed had a purchase intention for a clothing and accessories rental service. To validate the conclusion they conducted a primary research by administering a detailed questionnaire and prepared a codebook. The consultants now had the challenge to make an analysis plan to draw appropriate inferences vis-à-vis the objectives of the research.

In 2013, ‘Fashion Destination’, a well-established clothing retailer considered setting up a clothing and accessories rental service. They hired a market research agency ‘Wright & Company’ to conduct a research on the sustainability and profitability of such a business model. The consultants collected primary data and did an extensive analysis for Fashion Destination. Based on the secondary research, expert interviews, extensive qualitative and quantitative research the consultants recommended the management to start a clothes and accessories rental service but suggested that the product offering be limited to formal clothes only and offer accessories. Vishal had doubts despite of the go-ahead signal from consultancy. He wondered what recommendations should he accept and which needed further verification.

Acme Inc, a large retailer, explores the use of Data warehouse for addressing their decision support infrastructure Challenges. Acme plans for a pilot study to assess the feasibility and evaluate the business benefits of using Data warehouse. The focus of this case is to ascertain the steps involved in design, development and implementation of a Data warehouse.

Delhi Jal Board (DJB) is about to launch the first of three pilot Public Private Partnership (PPP) projects to improve water supply in Delhi. The case describes the past history of such projects and the design of new pilot projects, especially the terms of the concession agreements. This provides an opportunity for assessing the PPP Concession agreement in terms of incentivizing performance and simultaneously maintaining flexibility given project uncertainties.

Ashutosh Sinha is managing VIMPL as rural distribution business involving Villgro stores and village level entrepreneurs (VLE). After spending two years in evolving the business model which provides sustainable products to improve rural livelihood, he has recently started selling FMCG products through VIMPL network. As he decides to expand the business, he has to make choices about strategic path of horizontal expansion versus vertical expansion. The expansion decision is also linked with choosing the right type of VLEs. The case provides detailed description of VLE operations and examines the challenges in building last mile delivery models using entrepreneurs.

The Olympic Gold Quest (OGQ) was founded as a Non-profit to support Indian athletes in their quest to win Olympic Gold medals by bridging the gap between the best athletes in India and in the world. The support from OGQ has been instrumental to India in winning its highest number of medals at any summer Olympics. Buoyed by this success, OGQ has set up a target of achieving eight Olympic medals at the 2016 Rio Olympic Games. With OGQ relying on donations to support the athletes, the challenge is to market the Olympic cause by creating, communicating, and delivering the right offering for its donors.