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The case is written based on publicly available data from primary sources such as the company’s annual reports, company website and the company’s presentations, as well as from secondary sources comprising newspaper articles, research papers, research magazines, magazine articles, industry reports, research reports, etc. as indicated in the references. The company’s financials and peer data are sourced from the Thomson Reuters Eikon database.

The case examines the financial position of Macy’s, Inc., America’s largest and one of the oldest premier departmental stores, with a consolidated annual turnover of US$18,097m in the fiscal year 2020/2021 (FY, 2021). Over the previous few years, the company had been struggling with decreasing market share and profitability mainly due to increasing competition from online retailers and deep discounters, which was affecting the company’s share price. With the appointment of a new chief executive officer (CEO) in fiscal year (FY) 2017, Macy’s, Inc. undertook several changes to revive its financial health and improve its market share. However, it still registered heavy losses of US$3,944m in the FY 2020/2021, the company’s first time in the past decade. With many retailers filing for bankruptcy, was there more that Macy’s could do to improve the company’s position and regain lost investor confidence? Will its entry into emerging markets play a crucial role in its turnaround?

The case can be used in undergraduate and postgraduate courses such as accounting for managers, financial statement analysis, management accounting, introduction to accounting and advanced financial statement analysis. The case can also be effectively used to understand the primary fundamental analysis of the company that involves understanding the company’s positioning and strengths, weaknesses, opportunities and threats analysis. The case would also help business management and entrepreneurship students to get a preliminary idea about the change management process. Finally, the case can be used to familiarize students with using Microsoft Excel to build financial analysis worksheets.

Teaching notes are available for educators only.

Social enterprise.

This case study can be used on modules on social enterprise (SE) and international business for undergraduate and postgraduate studies.

Arusha Women Entrepreneur (AWE) is a SE established in 2008 in Tanzania that employs low-income women from peri-urban Arusha and provides technical and management skills training to smallholder farmers. AWE has created a value supply chain from the production and marketing of aflatoxin-free, natural peanut butter, having a strong vision of delivering social and development benefits for smallholder peanut farmers and unemployed women.

This case is the basis for class discussion rather than for illustrating either effective or ineffective handling of a business. From this case, students will learn about the emergence and development of SEs and the challenges they encounter to grow.

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

CSS: 3: Entrepreneurship.

The premise of the case is how to make best use of customer shopping time while staying competitive and profitable: The increase in the number of ecommerce-based channels and the growth of Amazon and Wal^*Mart have forced brick-and-mortar retailers to seek alternative ways to reach potential customers in a cost- and time-efficient manner. In the U.S., an average of 0.74 hours per day is spent purchasing goods and services, while an average of 1.77 hours per day is spent doing household activities. Regardless of location, customers all have the same 24 hours in a day and only so much of it can be spent shopping.

One of the benefits of ecommerce has been an increase in product variety offered to customers. The online marketplace has enabled consumers in many industries to locate, evaluate and purchase a far wider variety of products than they can with traditional brick-and mortar channels. 30% to 40% of Amazon book sales are titles that wouldn't normally be found in brick-and-mortar stores.

Controladora Comercial Mexicana, a Mexican retailer, had successfully managed the bankruptcy process and was ready to emerge from its problems, primarily caused by speculation and excessive debt, and begin operations anew. Was the restructured Comerci capable of regaining its position as a premier retailer, and more importantly, was the firm capable of repaying the high level of debt that it carried following bankruptcy reorganization? How strong was the reorganized firm? Had Comerci truly left its problems behind in bankruptcy court, or would history repeat itself? How could Comerci raise funds needed for growth – through additional debt? Though asset sales?

This case was researched using publicly available information, including the company's financial statements, bankruptcy filings, news stories about the bankruptcy and financial data bases (e.g. ISI Emerging Markets, Economática, Capital IQ, etc.) to obtain information about the competitors and from financial analysts.

This case is intended for advanced undergraduate or MBA electives in finance. Students should have a basic understanding of valuation and financing before attempting this case. The case could also be used in a corporate finance or banking class to illustrate bankruptcy and credit risk, or could be used in an international business class to illustrate the differences between USA and international bankruptcies.

Marketing of Services, Brand Management.

Graduate (MBA), Services Marketing Course.

The case highlights growth challenges faced by a fast food brand named Peri-Peri Original in a developing country context of Pakistan. The major presence of the brand is in two major cities of Pakistan – Karachi and Lahore where mostly youth and families are the target markets of this brand. However, there is no unique element in the minds of the target market because the brand faces a differentiation challenge in the realm of strong global competition from McDonald’s and Kentucky Fried Chicken (KFC). The management team at Peri-Peri has several environmental challenges to face as well. Internally, the brand is confused with its close competitor Nando’s as people perceive these two brands as the same. Second, there is growing concern among social activist groups and families in Pakistan that fast food consumption is causing diabetes, cardiovascular diseases and obesity among children. On the contrary, the global fast food chains especially McDonald’s and KFC are on top of the mind in the consideration set. With these challenges and concerns in mind, the brand team has two options on the table. One is to geographically extend the brand to other cities whereas the other option is to use the same outlets and dedicate a portion to the kids’ market segment to increase product variety and ultimately the store traffic. It is noticeable that the brand has a reputation of excellence in service quality; the employees are motivated and Peri-Peri have retained their staff over a period of time. Furthermore, the brand is a small scale restaurant with only limited budget and focused product mix which is its core spirit of branding – the chicken grilled in Mozambican sauces and a service attitude which no one can demonstrate; in a way, Peri-Peri is approaching to grow its brand equity.

To understand the brand positioning of developing countries’ organizations facing a growth challenge in a service environment. To understand the concept and application of Services Tangibility spectrum. To understand the decision-making process managers have to face when dealing with brand extension decisions.

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

CSS 8: Marketing.

After completion of the case study, the students will be able to appreciate and understand why brands are an essential asset to the company and how they can enhance business value, understand the factors needed to grow brands in the growth stages and evaluate the choices that start-up companies have to grow their brand in competitive and growing markets.

Mamaearth was born as a direct-to-consumer brand in 2016 by a couple who could not find chemical-free, safe products for their child. The company that introduced as a baby-care brand soon consolidated itself to play in the space of personal care category (targeting millennials), and by 2020, it was earning majority of its revenue from skincare. It started by leveraging the power of social media space and online commerce and slowly moved to be a national brand with offline footprint and mass-media communication. In its growth journey, it acquired many brands and launched a few to cater to the specialized needs of its target audience. As the company grew, attracted impressive investors and started clocking profits, it aspired for an initial public offering (IPO). Varun and Ghazal Alagh, the founders of Mamaearth, knew that to refloat an IPO and to grow the company further, they needed to redefine their portfolio and marketing strategy. They had a choice to either invest in building a broader portfolio – organically or inorganically – or expand across geographies. Both were an option, albeit expensive, which could cost Mamaearth its profitability.

This case is intended for discussion in undergraduate and graduate management courses.

Teaching notes are available for educators only.

CSS 8: Marketing.

This case will lead students to a discussion of the causes and effects of hyperinflation. The link with fiscal deficits is explored, and so is the link with societal changes. The particular focus is on the hyperinflation in Zimbabwe under President Robert Mugabe whose government implemented a controversial land redistribution program. The case can be taught with a class experiment—see teaching note.

Cupcakes by Lizbeth (CBL) was a “gourmet” cupcake‐focussed retail store chain founded by a married couple. Eight years after opening, CBL used the relatively uncommon process of a “reverse merger” to become publicly traded. At that time, it had seemed as if CBL was on track to be the largest among cupcake focused businesses. However, financial setbacks as reported by the company and change in top management gave reason for pause and closer examination. Did the CBL business model have staying power or did there need to be a serious reconsideration of the company's strategic choices?

This case was prepared from secondary sources.

This case is appropriate for courses in strategy and management at the undergraduate level.

Competitive positioning, competitor analysis, operations strategy, SWOT analysis, planning business strategy, business expansion (franchising vs company owned).