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Case study
Publication date: 30 January 2024

Anyu Wang and Nuoya Chen

This case is about “Red”, a cross-border e-commerce platform developed from a community which was built to share overseas shopping experience. With sharp insights into the…

Abstract

This case is about “Red”, a cross-border e-commerce platform developed from a community which was built to share overseas shopping experience. With sharp insights into the consumption behavior of urban white-collar women and riding on its community e-commerce advantage, “Red”, a cross-border e-commerce startup, pulled in three rounds of financing within just 16 months regardless of increasingly competitive market. On the other hand, well-established platforms such as T-mall International and Joybuy also stepped in, and their involvement will also speed up the industry integration and usher in a reshuffling period. Confronted with the “price war” started by those e-commerce giants, in what ways can “Red” adjust its shopping experience and after-sales services to enhance the brand value and sharpen its edge?

Details

FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

Case study
Publication date: 3 March 2016

Srikumar Krishnamoorthy

CFX Inc, an e-commerce start-up based out of India, has built a large e-marketplace that allows sellers and buyers to transact online. The firm currently has 30,000 sellers and…

Abstract

CFX Inc, an e-commerce start-up based out of India, has built a large e-marketplace that allows sellers and buyers to transact online. The firm currently has 30,000 sellers and aims to have around 50,000 sellers by FY 2015–16. In order to provide best shopping experience to their growing customer base, the firm needs to collect, store and analyze different kinds of data and improve their customer shopping experience. It is in the process of identifying and designing suitable data management systems to sustain and manage their business growth. The management needs a concrete set of recommendations in terms of the nature of solution, choice of the database, a data model that suits CFX's requirements, cost-benefit trade-offs involved and implementation considerations.

Details

Indian Institute of Management Ahmedabad, vol. no.
Type: Case Study
ISSN: 2633-3260
Published by: Indian Institute of Management Ahmedabad

Keywords

Case study
Publication date: 11 December 2023

Debajani Sahoo, Rachita Kashyap and Manish Agarwal

This case study is designed to enable students to formulate the strategic planning process in relation to an organization’s resources; assess the critical tasks required for the…

Abstract

Learning outcomes

This case study is designed to enable students to formulate the strategic planning process in relation to an organization’s resources; assess the critical tasks required for the company’s business planning for growth and market expansion; and examine the importance of the value delivery process for the company, its customer and its employees. At the end of the case discussion, students will learn how to plan their business in an emerging market by using their existing resources, where the business stands at present and where it may go in the coming future.

Case overview/synopsis

The case study discusses how Byju’s, an Indian multinational educational technology company, revolutionized student learning programs through its innovative strategic implementation. It explores the company’s growth and expansion strategy by considering a strength, weakness, opportunity and threats analysis. It elaborates on how Byju’s acquired various companies in India and other countries to become an international technology-based educational brand with 150 million users in 2022. The case study also highlights the marketing and promotional strategy used by the company on online and offline platforms. The case study elaborates on the value delivery process and its importance for customer and employee satisfaction. Despite its success in the Indian market, Byju’s faced tough challenges in the US and European markets, such as lower-than-expected growth rates and lower subscription numbers, even though it followed the same strategy as in the Indian market. The acquisition and celebrity strategy works in emerging economies such as India but not in developed countries. The company’s return on investment was down owing to the high costs it had incurred over the years on market acquisitions and marketing promotions. The growing competition was also expected to bring more challenges for Byju’s. New players such as Tata Studi and YouTube planned to enter the market. Byju Raveendran and his management group had to decide whether to maintain or change the current market offering to reflect market developments to satisfy their customers and employees. They also had to determine whether the main components of the marketing strategy, such as the company’s ongoing value delivery process and ongoing strategy toward the target audience, partners and rivals, are advantageous to the firm or not. The team was in dilemma whether the marketing planning process was going in the right direction and how to make all elements of its businesses more efficient in dealing with the issues. Raveendran kept asking questions about to what extent it is still possible to alter the marketing plan.

Complexity academic level

The case study is appropriate for discussion in courses such as marketing management, service marketing and strategic marketing management, whether they are part of an undergraduate program (Bachelor of Business Administration [BBA]), a postgraduate program in business management (Master of Business Administration [MBA]) or an executive-level program (executive MBA). The breadth of business topics addressed and the intricacy of the scenario make this case study best suited to be used after the semester as either a culminating project or as a seminar discussion for undergraduates (BBA). The case study can also be discussed in the marketing management course (graduation level) under the marketing and service strategy chapters.

Subject code

CSS8: Marketing

Supplementary material

Teaching notes are available for educators only.

Details

Emerald Emerging Markets Case Studies, vol. 13 no. 4
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 1 December 2004

James J. Carroll

This article provides perspectives on the academic review process, instructional cases, and suggests guidelines to follow when reviewing cases as part of the referee process. This…

Abstract

This article provides perspectives on the academic review process, instructional cases, and suggests guidelines to follow when reviewing cases as part of the referee process. This paper provides an overview of the academic review process and describes the review processes for instructional cases. The processes of the CASE Association are provided as perspectives.

Details

The CASE Journal, vol. 1 no. 1
Type: Case Study
ISSN: 1544-9106

Content available
Case study
Publication date: 22 November 2019

Rebecca J. Morris

Abstract

Details

The CASE Journal, vol. 15 no. 6
Type: Case Study
ISSN: 1544-9106

Case study
Publication date: 1 May 2011

Gina Vega

Abstract

Details

The CASE Journal, vol. 7 no. 2
Type: Case Study
ISSN: 1544-9106

Case study
Publication date: 4 January 2016

Jacqueline C. Landau, Lillian Little and Myunghee Mindy Jeon

This case focusses on management and customer service issues at a historic hotel, the Hawthorne, in Salem, Massachusetts. By 1999, when Juli Lederhaus was hired as the new general…

Abstract

Synopsis

This case focusses on management and customer service issues at a historic hotel, the Hawthorne, in Salem, Massachusetts. By 1999, when Juli Lederhaus was hired as the new general manager, the Hawthorne had a reputation of being well past its prime and customers were dissatisfied with the quality of service and outdated physical facilities. This case describes the actions she took, up to 2012, to improve service. The case ends with Lederhaus contemplating whether more changes are needed given that she had just heard a rumor that a company was considering building a new hotel just a few blocks away. The case gives students the opportunity to analyze the strengths and weaknesses of the Hotel in relation to customer service, and propose recommendations for future improvements.

Research methodology

A qualitative, interview based, methodology was used. The researchers held numerous, face-to-face interviews with the owner and employees of various ranks. Information was also gathered from archival data and traveler review sites such as TripAdvisor.com and Yelp.com.

Relevant courses and levels

The case is targeted to undergraduate business and hospitality students at a sophomore or junior level. Classes in which this case could be used include: Organizational Behavior, Human Resource Management, and Hospitality Management.

Details

The CASE Journal, vol. 12 no. 1
Type: Case Study
ISSN: 1544-9106

Keywords

Case study
Publication date: 16 August 2021

Avil Saldanha and Rekha Aranha

After discussing this case, the authors expect that the students will have the following learnings: critically analyse the latest Reserve Bank of India (RBI) banking proposal…

Abstract

Learning outcomes

After discussing this case, the authors expect that the students will have the following learnings: critically analyse the latest Reserve Bank of India (RBI) banking proposal, which was proposed by the Internal Working Group (IWG) in November 2020. Understand concepts such as connected lending, crony capitalism and financial crisis. Have a basic idea about the Banking Regulations Act, 1949 and regulatory framework in the Indian banking sector.

Case overview/synopsis

This case is an analysis of the recent RBI proposal on banking regulations in India. The authors have referred secondary data in terms of published papers by stalwarts and experts in the banking and economics field. This case analyses the pros and cons of the IWG proposal to RBI governing body. The case also touches upon interesting banking and macroeconomics concepts. What makes this case interesting is that RBI is open to receive comments from all the stakeholders till January 2021.

Complexity academic level

Applicable to undergraduate and postgraduate students studying banking and finance specialisation in commerce and business management streams.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 1: Accounting and Finance.

Details

Emerald Emerging Markets Case Studies, vol. 11 no. 3
Type: Case Study
ISSN: 2045-0621

Keywords

Case study
Publication date: 17 October 2012

Pinaki Dasgupta and Jones Mathew

Marketing management, digital marketing, advertising and promotion management, and technology management.

Abstract

Subject area

Marketing management, digital marketing, advertising and promotion management, and technology management.

Study level/applicability

The case is suitable for BBA and MBA students. It can also be considered in executive education programs.

Case overview

Venkatesh Kothapalli, the marketing head at Reebok India headquarters at Gurgaon, was in a decision dilemma about the effectiveness of using social media marketing and its employment in the current scheme of marketing strategy being planned. He had been able to generate a fair amount of awareness and excitement amongst potential users on Reebok's social media sites. However, these often fail to convert into topline sales. In addition, Alex his superior had given clear instructions that no separate budget would be earmarked for this type of medium. So Venkatesh had to divert some parts of his existing budgets (which he did from the PR budget and the DM budget) and channel these into the new area of social media marketing. This had also created concerns in Venkatesh's mind about the possibility of the new media not showing favourable results while budgets of the traditional and tried and tested media like PR and direct marketing were being chopped.

Expected learning outcomes

These include: understanding the dilemma of an organization's adoption of newer marketing tools as opposed to traditional marketing practices; evaluating the role of newer mediums like social media marketing and its long term and short term relevance; understanding the origins and development of social media marketing to grasp the full scale of its usefulness; and appreciating the complexities of measuring the effectiveness of social media marketing initiatives.

Supplementary materials

Teaching notes are available, please consult your librarian for access.

Case study
Publication date: 2 January 2018

Nicolas Kervyn, Michael Breazeale and Iskra Herak

Cara Pils is the private label beer brand of Colruyt, the biggest supermarket retailer in Belgium. As a true private label brand, Cara Pils has never been advertised. In 2015…

Abstract

Synopsis

Cara Pils is the private label beer brand of Colruyt, the biggest supermarket retailer in Belgium. As a true private label brand, Cara Pils has never been advertised. In 2015, Colruyt undertook an initiative to reposition its numerous private label brands under two larger private label brands. Unexpectedly, customers were incensed by this initiative, came out in droves and took the matter to social media hoping to lament the demise of their beloved brand. This case study investigates the roots of this strong brand attachment and the consequences for its brand management.

Research methodology

This case is built on primary (one in-depth interview and two focus group) as well as secondary data sources (previous research and web information).

Relevant courses and levels

This case is designed to be used in a marketing management or brand strategy course for students that already followed an introduction to marketing course or for students at a master level.

Theoretical bases

This case should provide the basis of discussions on the topics of brand management, private-label brands, repositioning strategy, brand portfolio management, brand architecture, brand equity, brand elements, brand nostalgia, and consumers’ relationships with brands.

Details

The CASE Journal, vol. 14 no. 1
Type: Case Study
ISSN: 1544-9106

Keywords

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