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The purpose of this paper is to identify and evaluate faculty and academic staff perceptions, experiences and expectations with respect to a voluntary, bilingual peer assisted learning (PAL) program, which operates for the benefit of students studying in the Faculty of Business at a regional Australian University.

A survey instrument and semi-structured interviews were used to faculty executive and academic staff in order to collect information about the perceived benefits of the program and identify opportunities for improvement.

Based on an analysis of student results, the bilingual PAL program is shown to have a positive effect on performance of students participating in the program. Results from interviews with executive and academic staff indicate a high level of support for this type of student learning program.

Although the value of both bilingual teaching and PAL has been explored in the teaching and learning literature, few studies have examined the integration of these two approaches. This research contributes to the literature by exploring the practical contribution of integrating these approaches. This research also provides valuable information regarding executive and academic perceptions of PAL programs, which is infrequently addressed in the literature. Findings may be used to inform institutions of the value of bilingual PAL programs in relation to international student retention and learning support and provide a starting point for discussions around the practical implications of such programs.

Operational Management, Strategic Management and Marketing Management.

The case can be taught in introductory marketing courses and management and organizational policy course and in advanced level in promotion, distribution channels, marketing research, consumer behavior and brand management courses at graduate level. Importance of market and technological research; first mover advantage and disadvantages in new market segment; importance of competition in a market; use of PESTL analysis before pursuing for any segment; types of growth strategies which could be used that is Broad base or Narrow base; how company uses marketing mix strategy; and how managers make decision in dynamic environment (contingency theory approach).

This case study relates to a real-life situation the data was collected from primary and secondary sources between 2012 and 2013. The case is of a company Pakistan Accumulators (PAL), having less than 18 years of experience, has been able to grow successfully in the dynamic environment of Pakistan. The decline of the private businesses in Pakistan due to the energy crisis has popped up a new need of power generation alternative equipment in the country. PAL, which is a privately owned company, suppliers of automotive batteries, Uninterruptable Power System (UPS) batteries, lead acid batteries and rechargeable batteries has been able to manage the growth of 20 per cent per year. In this case study, we have highlighted only one market segment of the company that is of UPS batteries, we have focused on what is the future prospect of this particular segment, its attractiveness. Also, the area of focus was the new market segments which can be targeted by the company. Basic issues of the case study: calculation of the market segment value of UPS industry; identification and solution of different challenges faced by PAL in the dynamic Pakistani market (contingency theory); recognition of different future growth prospects for PAL.

The basic objective of this case is to enhance the analytical and qualitative skills of the students by giving them the real-life perspective of a company working successfully in country like Pakistan which is facing economic and political crises. This case can also be used for understanding the problems of third-world markets and how company can pursue successfully in the long–term.

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