Case studies
Teaching cases offers students the opportunity to explore real world challenges in the classroom environment, allowing them to test their assumptions and decision-making skills before taking their knowledge into the workplace.
Marketing, marketing communication and business strategy.
Abstract
Subject area
Marketing, marketing communication and business strategy.
Study level/applicability
Graduate level and some core courses in undergraduate level.
Case overview
The case describes the evolution of a start-up company, Great Sports Infra Pvt Ltd, which had acquired the exclusive dealership of the largest artificial sports surface products company – FieldTurf Tarkett. Great Sports Infra was started as a small business with a capital of INR 5 million, by Mr Anil Kumar who had won the exclusive license to sell the FieldTurf brand of artificial turf in India and the SAARC region. FieldTurf was a well entrenched brand for playing surfaces in several developed countries around the world. The size, scope and consumer base of the Indian market was vastly different from the mature markets in which FieldTurf was a well established brand. Anil had to find a market for the product in India which was a classic context of “existing product entering a new market” – in this case an emerging market. Identifying new markets and targeting them with a relevant marketing mix and communication mix were the dominant challenges faced by Anil. Having developed the market in India, he now faces competition from cheaper manufacturers and limited growth in the sports infrastructure. The students must deliberate on current strategies and suggest strategies for the future growth of the product in this market.
Expected learning outcomes
Challenges of an established brand entering a new market in the emerging economies. Using Ansoff's matrix to identify the nature of challenges.
Understanding positioning strategy.
To understand how to extract IMC strategy from business strategy.
Targeting each segment differently but keeping the message consistent following the principles of principles of IMC, i.e. harmony, consistency and synergy.
Understanding the role of 6Ms in designing a communication plan.
Understanding how to identify appropriate media mix.
Understanding the holistic IMC framework.
Challenges of an established brand entering a new market in the emerging economies. Using Ansoff's matrix to identify the nature of challenges.
Understanding positioning strategy.
To understand how to extract IMC strategy from business strategy.
Targeting each segment differently but keeping the message consistent following the principles of principles of IMC, i.e. harmony, consistency and synergy.
Understanding the role of 6Ms in designing a communication plan.
Understanding how to identify appropriate media mix.
Understanding the holistic IMC framework.
Supplementary materials
Teaching notes.
Details
Keywords
Management, strategy, entrepreneurship.
Abstract
Subject area
Management, strategy, entrepreneurship.
Study level/applicability
MBA, executive education.
Case overview
The case deals with the challenges of fundraising and location decision making for a high technology start up company based in the United Arab Emirates. Tan Rasab is a Chief Executive and co-founder of Sensehere, a high technology start up company involved in the design and development of semiconductors for wireless sensors. The company has developed a unique technology that allows sensors to dramatically reduce energy consumption and thereby improve battery life of sensors.The company is currently based in the UAE, where it finds the environment highly supportive overall but challenging from the point of view of fund raising. On the other hand in China the company is meeting significant investor interest and several partnerships have been concluded. Despite the advantages offered by the UAE environment, the company is considering moving some or all of its operations to China.
Expected learning outcomes
Familiarise students with the challenges of fundraising for new ventures.
Understand the implications of technological breakthroughs in different application areas.
Develop an understanding for the different considerations to be made when choosing a location for business functions.
Familiarise students with the challenges of fundraising for new ventures.
Understand the implications of technological breakthroughs in different application areas.
Develop an understanding for the different considerations to be made when choosing a location for business functions.
Supplementary materials
Teaching notes.
Details
Keywords
The case describes the launch of Twiga Hosting Ltd, a company providing information and communication technology (ICT) services to the underserved small and medium enterprise…
Abstract
Subject area
The case describes the launch of Twiga Hosting Ltd, a company providing information and communication technology (ICT) services to the underserved small and medium enterprise (SME) sector in Tanzania and in a many countries in Africa.
Study level/applicability
This case targets a range of audience from undergraduate students taking both Bachelor of Commerce and those taking Bachelor of Business Administration; and Postgraduate students taking business-related courses. Nonetheless, the case may be used by all other learners of advanced studies in entrepreneurship and innovation management.
Case overview
The case addresses a number of issues including:
Issues to be considered when starting an ICT enterprise.
Strategic management.
Business revenue models.
Issues to be considered when starting an ICT enterprise.
Strategic management.
Business revenue models.
Expected learning outcomes
To impart/inculcate entrepreneurial insights in ICT and related areas.
To make learners aware of the business growth opportunities in ICT ventures.
The success factors for fruitful ICT ventures.
To enable learners to identify challenges facing entrepreneurs in ICT ventures and the ways to overcome them.
Supplementary materials
Teaching notes.
Details
Keywords
Entrepreneurship, Corporate sustainability, CSR, Supply chain.
Abstract
Subject area
Entrepreneurship, Corporate sustainability, CSR, Supply chain.
Study level/applicability
Master's courses: Entrepreneurship, Strategic management.
Case overview
In 2002, potential risks deriving from emerging normative demands in the CSR debate prompted Axel Springer (AS) to rethink their supply chain strategy for Russian wood. Being one of the first movers in CSR in the publishing business, AS realized that current practices could spark future public discussion that might put pressure on AS, a key player in these supply chains. In early 2002, AS and one of their main suppliers, Stora Enso, started a joint initiative to redesign the supply chain processes in two of the major Russian logging regions to improve their social and ecological performance. Sometime later, other major players in the publishing sector as well as critical reviewers from several non-governmental organizations (NGOs) were invited to participate in the design of the new voluntary sustainability initiative called “Tikhvin Chalna project”, the second phase of which was accomplished by the end of 2006.
Expected learning outcomes
Learn that organizations (specifically high-brand owners) are responsible for practices within their entire supply chains (social as well as environmental performance).
Explore proactive corporate sustainability, CSR strategies are market but also institutional driven; Strategizing involves forming and transforming the rules, norms and standard models of customers as well as institutions such as NGOs or governmental bodies. Whether the initiator of such strategy is successful in increasing or manipulating demands is dependent on its resources and capabilities as well as on its network position. The case supports students in understanding resources being used to successfully transform or create institutional arrangements.
Discover that the value of a business' relationships and its network position.
Supplementary materials
Teaching note, Video files
Details
Keywords
Finance, accountancy, auditing.
Abstract
Subject area
Finance, accountancy, auditing.
Study level/applicability
Supports information systems audit (ISA), auditing practises and controls, corporate governance and internal controls and financial management modules, business administration and MBA programmes.
Case overview
The case study focuses on the implementation of ISA and information technology in the highly responsible task of executing financial audits The case emphasises on the fact that the advantages of ISA can only be reaped when they are amalgamated with an auditor's scrutiny, sharp eye, extensive knowledge of auditing systems and accounting principles and a rich experience of the auditing function. The suggested synergy also facilitates a reduction of around 60 per cent, in the cost of executing the audits and the man-hours required to complete the audit, as in the case of Jain Chowdhary & Company.
Expected learning outcomes
The case helps students to comprehend the relevance of audit trail. It emphasises on the importance of identifying the source of information and tracking raw data backward. It familiarises the students with the complexities involved in a real audit and emphasises on the role of logic, intelligence, diligence, patience and farsightedness while performing the auditing function. It is important for them to understand how White collar crimes take place in real business economy. This case, hence exposes students to these nuances and can make a student, from a non-commerce background, understand the key elements of efficient auditing. (Elaborate teaching objectives are appended in the teaching note.)
Supplementary materials
Teaching note.
Details
Keywords
Igor V. Gladkikh, Sergei A. Starov, Edward Desmarais and Gavriel Meirovich
The case describes the popular Russian children's animated TV series named the Smeshariki, its parent company (Marmelad), the domestic animation industry, and the principal…
Abstract
The case describes the popular Russian children's animated TV series named the Smeshariki, its parent company (Marmelad), the domestic animation industry, and the principal international rivals and their respective animated products and/or services. The series' success led to the organic growth of vertically and horizontally related business units. Marmelad's business units' scope included producing more than 200, six and one-half minute episodes of the Smeshariki, branded children's products (e.g. educational games), granting licenses to manufacturers, establishing a network of kindergartens, and licensing the Smeshariki animated series to exhibitors in international markets. Key issues the company faces include: brand management for the Smeshariki and Marmelad, domestic and international competition in the Russian animation industry, and the need for professional management. The case provides instructors with a range of options including a holistic marketing case, or one that concentrates on focused marketing issues (i.e. all or parts of the marketing mix, brand architecture, brand equity and brand management).
Sport marketing, sponsorship, marketing strategy, event management.
Abstract
Subject area
Sport marketing, sponsorship, marketing strategy, event management.
Study level/applicability
Undergraduate and Postgraduate Business and Management.
Case overview
This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew attention to Dubai's financial situation.
Expected learning outcomes
This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments.
Supplementary materials
A teaching note is available on request.
Details
Keywords
Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance.
Abstract
Subject area
Integrated marketing communication (IMC), communication strategy, media strategy, budgeting and usage of metrics in measuring communication performance.
Study level/applicability
Undergraduate and postgraduate marketing.
Case overview
The choice of a well-planned IMC strategy becomes crucial for the successful launch of an event. This is a case study on how a brand management consultancy house, TMH, used IMC to launch a world music festival event in Abu Dhabi, United Arab Emirates, in 2009, registering a visitorship of five times their target, 89 percent satisfaction and a staggering 99 percent of the visitors planning to visit the festival also in 2010.
Expected learning outcomes
This case can be used to teach IMC, marketing communication strategy, media strategy and scheduling and budgeting.
Supplementary materials
A teaching note is available on request.
Details
Keywords
Strategy, competitive analysis, remittance industry.
Abstract
Subject area
Strategy, competitive analysis, remittance industry.
Study level/applicability
Undergraduate and postgraduate business and management.
Case overview
This case study examines the money transfer and foreign exchange industry in the Middle East context particularly United Arab Emirates. It focuses on the strategy making process. Possible business level strategies different firms can employ will be a consideration in the process of strategy making. Also, the stakeholder perspectives in the strategy making process are also dealt with. The characteristic required for cost leadership, differentiation, and focus needs to be matched with the context to arrive at an optimal strategy. The importance of arriving at a strategy to avoid being stuck in the middle during a period of financial crisis is one of the key areas of discussion.
Expected learning outcomes
This case can be used to teach: the stakeholder perspective, business level strategy, cost leadership, differentiation, remittance industry, foreign exchange business, and strategy process.
Supplementary materials
A teaching note is available on request.
Details
Keywords
Shahriar Khaksari, Khaled Amira, Lacey Teixeira, Rosa J. Vela and Zhimin Liu
Doug Scovanner, CFO of Target Corporation, was about to present his proposal at the November 2008 Board meeting. He was prepared to discuss immediate strategic actions which would…
Abstract
Doug Scovanner, CFO of Target Corporation, was about to present his proposal at the November 2008 Board meeting. He was prepared to discuss immediate strategic actions which would provide support for working capital for the discount retailer. The retail community was about to suffer their worst fourth quarter in recent memory. Consumer spending had contracted, unemployment was rising and the deflated housing market had driven the economy into a recession. Although discount retailers had fared better than other industries during the second and third quarters, they were not immune to the overall economic downturn which had become a global crisis. To further complicate matters, Target's largest competitor, Wal-Mart, just posted third quarter growth even though Target was bracing for a busy holiday season. Scovanner anticipated further strain on working capital before year-end as cash flow tightened and the capital markets remained at a virtual stand-still.
Subject
Country
Case length
Case provider
- The CASE Journal
- The Case for Women
- Council of Supply Chain Management Professionals
- Darden Business Publishing Cases
- Emerging Markets Case Studies
- Management School, Fudan University
- Indian Institute of Management, Ahmedabad
- Kellogg School of Management
- The Case Writing Centre, University of Cape Town, Graduate School of Business