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This case study has been written to illustrate the basic difference between goods and services, the difficulties of customer education in a developing county and the transition from goods to goods-cum-services for a company.

This is an ideal case to be taught in the second class of service marketing at the BBA level and will highlight the differences between goods and services in the same company.

Haseen Habib is a company selling a combination of products and services in Pakistan. It is involved in the supply of fire protection equipment together with the provision of training and other facilities to enable organizations to take a proactive approach to disasters caused by fire and the appropriate response in case of a fire related disaster. This dimension of business is still in the infancy stage in Pakistan, and few people actually realize the need for fire protection services. Safety, risk management and risk prevention are often matters which take a backseat in the corporate, industrial, residential and commercial spheres. The emphasis is on dealing with the aftermath of events rather than to prepare them in advance. The company has a very clear vision and mindset which aims at taking a proactive approach toward managing and preventing risk. They are the pioneers of the safety industry in Pakistan and hold a strong work ethic. The company imports its equipment from the USA, China and Europe. Their target market mainly includes high risk sectors including oil and gas, chemicals, textiles, paint, nuclear and defense. The product portfolio included firefighting equipment like fire extinguishers, safety items which included head-to-toe safety attire for industrial workers and fire alarm systems including smoke detectors. The company also provides different levels and kinds of training and has experienced staff trained abroad in state-of-the-art techniques. However, in Pakistan, investment in risk management is often considered unnecessary, and in such a situation, imparting knowledge is a considerable challenge. The case can be used to study a number of topics. It can be used in a services marketing class to highlight the ways in which services marketing differs from conventional marketing of goods. It can also be used in disaster management courses or to reflect the status and position of developing countries, such as Pakistan, in dealing with unexpected disasters and catastrophes.

Following are the expected learning outcomes: to appreciate the difference between goods and services; to understand the issues in moving from a goods-oriented to a service-oriented company; to understand the challenges facing Haseen Habib in the context of customer education, keeping in mind it is functioning in an emerging marketing with a particular socio-cultural context; and to propose a way forward for Haseen Habib.

CSS 8: Marketing.

General Management, International Strategic Management, International Marketing and Brand Management.

MBA (General Management), MBA (Marketing), Management and executive development programme.

The Indian Hotels Corporation limited known as the Taj Group was set up by JRD Tata in 1903. The company has undertaken a long journey since then. It is one of the most recognized hotel brands in luxury market segment of the hotel industry. Off late some micro- and macro-level changes in the business environment have not been in favor of the group. The strategy of international expansion in acquiring and refurbishing of assets has mounted the debt and the growing losses. What has compounded the growing troubles is the entry of aggressive multinational brands in the luxury segment of the hospitality industry. The group prioritizes to get its financials in order. It thereafter needs to rework on its competitive strategy and take advantage of the booming domestic hotel industry for profitable future growth.

Expected learning outcomes are as follows: to understand the impact of expansions on the top line and the bottom line on the hospitality industry; to understand the impact of expansion on brand image for the legacy brand; to understand and develop strategies for a company which make it profitable in the hotel industry; and to formulate entry and exit strategies for companies dealing in the hospitality industry.

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CSS: 11: Strategy.