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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.

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.

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Strategy

Mr. Sajjan Jindal, MD of JVSL (nos JSW) wanted to bring the latest technology of iron making into India. His project went to several cost overrun and time overrun due to several foreseen and unforessen circumstances. This case discusses the issues new technology introduction in iron making area, problem faced by inexperienced contractor. It shows the need for proper risk management is required. It also shows the criticality of the project does not mean time cost trade off, but many other factors like reliability of the equipment, process and reliability of the equipment and plants.