Suntej Engineering: a struggle to stay afloat in the face of competition

Abstract

Learning outcomes

The case is intended to enable the student to understand: The dynamics of SME, particularly in the adhesive industry entrepreneurial dilemma faced by the owner of an SME, faced with an existential crisis; the application of analytical frameworks such as Porter’s five forces, PESTEL and SWOT in strategy formulation; importance of long-term supplier relationships and focus on quality in retaining relationship clients.

Case overview/synopsis

The case is set up in the context of a SME in the adhesive industry in India where the Managing Director of the company Suntej Engineering Private Ltd was engulfed with questions on the future of the firm. The firm was faced with multiple challenges mostly from the external environment. The case could help students to appreciate the process of strategic decision-making by the owner of a small firm, in response to a crisis situation, and how his vast experience and entrepreneurial mind-set helps him to tide over the crisis.

Supplementary materials

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

Subject code

Strategy

Citation

George, S.A., Tejwani, L., Saini, A.K., Pathak, N. and Kanvinde, N. (2018), "Suntej Engineering: a struggle to stay afloat in the face of competition", , Vol. 8 No. 4. https://doi.org/10.1108/EEMCS-03-2018-0041