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Case study
Publication date: 4 August 2022

Sheela Bhargava and Parul Gupta

The case will help learners to analyse how effective handling of an extended marketing mix of 7Ps (product, price, place, promotion, physical evidence, participants and…

Abstract

Learning outcomes

The case will help learners to analyse how effective handling of an extended marketing mix of 7Ps (product, price, place, promotion, physical evidence, participants and processes) makes a startup profitable in its initial years of inception; understand the significance of the online marketing strategies like digital marketing and social media marketing implemented by firms to attain a competitive edge amongst established local and global competitors; examine the strategic challenges faced by a business enterprise while entering an emerging market; analyse the growth strategies of a startup relative to various market constraints; and propose long-term strategies for sustainable growth for a startup operating in the wearables market.

Case overview/synopsis

Founded in 2016, Boat Lifestyle is a Delhi-based Indian startup in fashionable consumer electronics. In the past five years, Boat earned remarkable profits and emerged as one of the most promising startups through its innovative products offerings and promotion. Aiming at its target customer segment, the millennials, it promoted its products through social media marketing such as influencer marketing and brand tie-ins with sports teams and music events. The case focuses on the dynamics of the Indian wearables market that is facing tough competition from global and local players. To ensure continued growth prospects, while maintaining a tight focus on product differentiation, quality, and customer satisfaction, there is a greater need for Boat to rethink its market development and growth strategies regarding new innovations and adopting long-term orientation like diversification and global expansion.

Complexity academic level

The case aims for teaching business management students at the Undergraduate, Postgraduate, and Executive education level. In addition, the case can be related to the Strategic Management course curriculum and Marketing course curriculum.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 11: Strategy

Details

Emerald Emerging Markets Case Studies, vol. 12 no. 2
Type: Case Study
ISSN: 2045-0621

Keywords

Article
Publication date: 1 January 2013

Saji K. Mathew and Robert Jones

The purpose of this paper is to analyse the cross‐cultural reasons underlying the extreme industrial unrest experienced during the first seven years of Toyota’s operations…

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Abstract

Purpose

The purpose of this paper is to analyse the cross‐cultural reasons underlying the extreme industrial unrest experienced during the first seven years of Toyota’s operations in India.

Design/methodology/approach

The paper employs a case study approach using data obtained from 30 personal interviews, field notes, observations, and internet media sources.

Findings

The paper reports how Toyotism shares three common features with Brahminism – renunciation, performance, and perfection – and how antipathy towards the manner in which these features were implemented in India caused significant resistance amongst the production workforce.

Research limitations/implications

The paper has implications for academics and practitioners in helping to understand how employee relations, unrest and antagonism towards lean manufacturing practices are closely related to cross‐cultural issues prevalent in host countries.

Originality/value

The concept of Brahmanism in Indian employee relations is under‐researched in comparison with other aspects of Indian culture and antipathy towards the concept as a source of resistance to the implementation of lean systems needs to be better understood.

Details

Employee Relations, vol. 35 no. 2
Type: Research Article
ISSN: 0142-5455

Keywords

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