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1 – 2 of 2Sajeev Abraham George, Latika Tejwani, Anubha Kachhawa Saini, Nikhil Pathak and Nimish Kanvinde
The case is intended to enable the student to understand: The dynamics of SME, particularly in the adhesive industry entrepreneurial dilemma faced by the owner of an SME, faced…
Abstract
Learning outcomes
The case is intended to enable the student to understand: The dynamics of SME, particularly in the adhesive industry entrepreneurial dilemma faced by the owner of an SME, faced with an existential crisis; the application of analytical frameworks such as Porter’s five forces, PESTEL and SWOT in strategy formulation; importance of long-term supplier relationships and focus on quality in retaining relationship clients.
Case overview/synopsis
The case is set up in the context of a SME in the adhesive industry in India where the Managing Director of the company Suntej Engineering Private Ltd was engulfed with questions on the future of the firm. The firm was faced with multiple challenges mostly from the external environment. The case could help students to appreciate the process of strategic decision-making by the owner of a small firm, in response to a crisis situation, and how his vast experience and entrepreneurial mind-set helps him to tide over the crisis.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
Strategy
Details
Keywords
Ramendra Singh, Pramod Paliwal and Sanjay Sakariya
Marketing-managing customer relationship, market positioning, target marketing, product strategy, distribution, retailing and supply chain management, integrated marketing…
Abstract
Subject area
Marketing-managing customer relationship, market positioning, target marketing, product strategy, distribution, retailing and supply chain management, integrated marketing communications.
Study level/applicability
Undergraduate and graduate students in international marketing; business administration; strategic decision making and general management courses.
Case overview
The case study focuses on the current scenario within the Indian automotive lubricants industry, in order to provide an understanding of the marketing challenges, especially in retailing and distribution, faced by organisations within this highly competitive sector. The case examines the implementation of marketing strategies into practice and provides an insight into the importance of branding, market segmentation, market positioning, product and pricing strategies and customer relationship management (CRM).
Expected learning outcomes
The case study enables the students to understand and analyse: the current business environment and dynamics of emergence in the Indian automotive lubricants market; the critical success factors for doing business in the Indian automotive lubricants market and the associated opportunities and challenges; the importance of distribution and retailing strategies in the Indian context; Izo's growth and expansion strategy in India; and Izo's sales management and CRM systems and there importance to the success of the business.
Supplementary materials
Teaching note.
Details