Archies limited: where have all the feelings gone?
Publication date: 13 March 2020
Abstract
Learning outcomes
The learning outcomes are to get an understanding of the greeting cards (GCs) industry – appreciate the evolution of the industry and the changes that have been impacting the industry; analyze the external environment situation and assess the current strategy of Archies; analyze the existing strategy of Archies and apply the knowledge of strategic frameworks to the current business context of Archies; and create a new strategy for the company to overcome its current challenges.
Case overview/synopsis
The case highlights the situation faced by Archies Limited, a company, which pioneered the growth of the social expression industry in India and developed the market for GCs, a quintessentially Western concept in the Indian market. While it experienced phenomenal growth for two and a half decades, in the past 10 years, things have become more difficult for the company. Based on secondary data, this case presents various facts related to the case and seeks answers related to possible strategies that the firm may explore in the future.
Complexity academic level
Undergraduate and postgraduate management course in the area of strategic management. The level of difficulty can be from medium to high depending on the learning level.
Supplementary materials
Teaching Notes are available for educators only.
Subject code
CSS 11: Strategy.
Keywords
Acknowledgements
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.
Citation
Nandi, S.K., Saxena, M. and Vadehra, P. (2020), "Archies limited: where have all the feelings gone?", , Vol. 10 No. 1. https://doi.org/10.1108/EEMCS-05-2019-0089
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited