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1 – 10 of 327Rozita Ghaffari Fard, Vijayta Fulzele and Jitender Kumar
The purpose of this case is to expose readers to the dilemma of expanding domestically or internationally and simultaneously taking key decisions while expanding the business to…
Abstract
Learning outcomes
The purpose of this case is to expose readers to the dilemma of expanding domestically or internationally and simultaneously taking key decisions while expanding the business to the international markets. It could be a foundational case for understanding international expansion and growth strategies.
After the case analysis, students would be able to:
• understand the potential of the domestic market and the factors affecting the international expansion;
• evaluate the various methods to enter an international market;
• identify the challenges of expanding a business into emerging markets such as India;
• analyze the various growth and expansion strategies in an emerging market such as India; and
• assess the online promotion strategies in an emerging market.
Case overview/synopsis
NIVA, The Satin Collection, is a manufacturer and distributor of a luxury collection of silk and satin products. Founded in 2020, NIVA is based in Dubai with more than 1,000 customers. The products include silk bedding, silk sleepwear, fashion accessories and reusable satin masks, and they are made-to-order, custom-made and tailored locally in Dubai. Currently, all the operations are run and managed by the company’s founder, Purva. The only operation which is outsourced is the stitching process. The company is completely operating online and is currently promoting products only through social media platforms such as Instagram and Facebook.
Purva is planning to expand her business. The two options are extending her existing operations in the UAE and expanding to other emerging markets, starting with India. Purva needs to decide on a suitable internationalization strategy to decide whether it is the right decision to enter the Indian market, including an entry and promotion strategy in her target market. In addition, she needs to decide whether to continue with NIVA’s current business model in India. There might also be additional possible challenges for NIVA in entering the Indian market.
Complexity academic level
Postgraduate MBA students, other graduate-level management programs and undergraduate-level students.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 5: International Business.
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Surajit Ghosh Dastidar, Nitin Gupta and Damini Raichandani
The key learning objectives are mentioned as follows: to understand the attractiveness of the co-living sector using Michael Porter’s five forces model; to do competitive analysis…
Abstract
Learning outcomes
The key learning objectives are mentioned as follows: to understand the attractiveness of the co-living sector using Michael Porter’s five forces model; to do competitive analysis of ZOLO by understanding its objectives, strengths and weaknesses; to understand various competitive strategies which ZOLO’s competitors could apply against it; and to understand application of various defense strategies, which ZOLO would follow to retain its market leader position.
Case overview/synopsis
ZoloStays (ZOLO) was an Indian real-tech start-up based in Bengaluru. It was in the business of co-living, i.e. providing affordable accommodation for students and young professionals who had to leave their home and temporarily settle in other cities in search for jobs or education. ZOLO had grown 300% and had served over 50,000 customers across 10 Indian cities, since its inception in 2015. It had claimed to be the largest co-living brand in India in FY 2019. Nikhil Sikri (Sikri), who was a Co-founder of ZOLO, had big plans of expanding the firm to a million beds in 5 years. However, increasing awareness of a huge untapped market in the co-living sector had led to entry of a flurry of competitors. Notable among them were Nestaway, Colive, StayAbode, CoHo and OYO Life. Facing such intense competition Sikri had the challenge to be able to sustain his company’s early momentum. How would he retain ZOLO’s market leadership position? What would be the best strategy to achieve further growth? Should ZOLO diversify into allied services or apply a more focused strategy? Sikri was facing all these challenging questions and had to quickly address them to continue to lead in this competitive race.
Complexity/academic level
The case can be taught in advanced undergraduate, MBA or executive-level programs dealing with marketing. This case study helps students in dealing with issues pertaining to a given market sector where a firm is operating, the strategies that could be used by the competitors and application of competitive strategies which the firm can apply.
Supplementary materials
Teaching Notes are available for educators only.
Subject code
CSS 8: Marketing
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Pragya Singh, Karishma Chaudhary and Rishabh Upendra Jain
The learning outcomes of this case study are as follows: Students will be able to comprehend and visualize the initial hiccups and operational hurdles faced by digital start-ups…
Abstract
Learning outcomes
The learning outcomes of this case study are as follows: Students will be able to comprehend and visualize the initial hiccups and operational hurdles faced by digital start-ups in an emerging market. Students will be able to evaluate the importance of digital marketing for promoting start-ups dealing with sustainable products in the service industry, thereby helping them to develop digital marketing strategies to organically promote a service. Students will be able to perform strategic positioning of a start-up based on perceptual mapping methodology. Students will be able to identify the various aspects for identifying and creating a viable business model. Students will be able to use Osterwalder’s business model canvas for identifying the important operational aspects of the start-up. Students will be able to visualize the entrepreneurial challenges in an emerging market.
Case overview/synopsis
This case study highlights the dilemma the protagonist, Prerna Prasad, faced in her travel start-up venture, Ecoplore. Ecoplore is an aggregator platform that onboards only eco-hotels. To the best of the authors’ knowledge, Ecoplore is India’s only platform that promotes and onboards only those hotels made up of mud, wood, bamboo, stone or any local architecture and that maintain at least 30% green space on their premises. Ecoplore has been recognized by the United Nations Environment Program for fulfilling Sustainable Development Goal 12 and has also been bestowed with the Gold Award by Indian Responsible Tourism Awards 2019. Prasad had already identified her target market. Prasad took conscious steps towards reaching her target audience, and her first step towards that was designing Ecoplore’s website. Being aware of the importance of content marketing, Ecoplore’s content was curated with fresh and quality write-ups, pictures, blog posts, etc. Ecoplore’s website was also optimized for mobile and desktop versions to deliver a great user experience. Features like easy navigation and the website's speed were also taken care of. Being active on social media platforms, Prasad made sure that the pages of Ecoplore across various social media platforms were well connected with her website. Despite doing so much, it was found that the number of visitors was few after a span of two years. Conversion on the website was low, which ultimately affected the return on investment. Prasad was befuddled as to why the conversions were low despite having a great website that was considered a window to the organization. She faced the challenge of reaching her target audience despite being present online. Upon detailed analysis, Prasad found that Ecoplore was showing up in the search engine research pages (SERP) in only a few keywords, meaning the keyword density was low. Also, the website lacked backlinks, which would eventually help them to rank high on search engine optimization (SEO). This means that Ecoplore will need to revisit its SEO strategy if Prasad wants to promote her organization organically. Now, to increase visibility and ranking on SERP, Prasad had two options before her; first, she could do it organically via SEO or through search engine marketing. She was keen to build the traffic organically, knowing its long-term benefits. As a marketer, what should be Prasad’s strategy? This case study can be used for class discussion purposes for the students pursuing the courses on digital marketing, SEO and digital marketing optimization.
Complexity academic level
This case study is suitable for students learning the fundamentals of digital marketing (basic and advanced) course, marketing management students and digital marketing workshops. The level of difficulty is medium. The knowledge pre-requirement is marketing management.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
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This case study aims to stimulate the students’ thoughts about the introduction of sustainability and its importance in the travel and tourism industry and introduce the concept…
Abstract
Expected learning outcomes
This case study aims to stimulate the students’ thoughts about the introduction of sustainability and its importance in the travel and tourism industry and introduce the concept of resilience and building of dynamic capability of a venture from the perspective of an entrepreneur.
Case overview/synopsis
Established in 2009, India Someday was a fledgling travel company based in Mumbai, India. The team comprised passionate travellers who provided planning assistance for those willing to explore India independently. The company offered customised, personalised and tailor-made trips to create a memorable travel experience for travellers with differing budgets and age groups. Upon the launch of Asia Someday, an extension of the travel venture India Someday, Mr Asif Munshi shared a moment of relief as he shook hands with his co-founder, Mr Harsh Shirodkar. The pandemic significantly impacted the tourism industry, yet it fortified their entrepreneurial spirit and inspired them to bounce back with a dynamic and vigorous comeback and further strengthened the foundation of the endeavour. The expansion of their entrepreneurial venture marked the initiation of the second innings of their enterprise. Although the company had managed to stay afloat because of savings, it was soon depleted. But the withdrawal of the no-fly list and the gradual opening of borders brought a ray of hope for India Someday. Munshi was preoccupied with his thoughts about the future steps of his dream venture. With emails from his previous clients regarding travel plans to India, he could see that the prior impact of India Someday had not gone in vain. Although relieved with the commencement of people travelling, the future was uncertain and the founders knew that they had to be prepared to successfully operate their venture.
Subject area
Tourism and hospitality courses/entrepreneur courses
Study level/applicability
Beginner
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 12: Tourism and hospitality.
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Meghan Murray and Matthew Loftus
This case, “vineyard vines and The Brotherhood of the Traveling Pants,” introduces students to a unique partnership in the social media advertising world. Preppy clothing…
Abstract
This case, “vineyard vines and The Brotherhood of the Traveling Pants,” introduces students to a unique partnership in the social media advertising world. Preppy clothing powerhouse vineyard vines had a history of interacting with its customers by featuring user-generated content in its catalogs and on its website and decided to continue this tradition on social media by partnering with a group of fans called The Brotherhood of the Traveling Pants. This successful and authentic social media marketing campaign resulted in increased sales for vineyard vines and influencer status for the members of The Brotherhood. At the end of the campaign, the vineyard vines marketing team is left debating how to grow its social media presence through partnerships. The case has been used as part of a social media marketing course and would be effective in any undergraduate- or graduate-level marketing course.
Joe Anderson and Susan K. Williams
Risk literacy matters for business students. A significant aspect of decision-making is accurately evaluating the risks involved in a decision. Research shows that many people are…
Abstract
Theoretical basis
Risk literacy matters for business students. A significant aspect of decision-making is accurately evaluating the risks involved in a decision. Research shows that many people are challenged to understand simple, health-relevant risk rates and probabilities. It also shows that many people are functionally innumerate, even educated people like doctors. While there is much academic work in health aimed at understanding how to communicate health risks to patients, an important personal area for business students, there are many industries and organizations where understanding risk is important for business students’ careers. This case provides opportunities for business students to practice these skills.
Research methodology
This is a secondary-data, compact case. The impetus for the case was a blog and the data gathered is primarily from Aviation Safety Net, Worldbank, Airlines.org, International Air Transport Association and Statista.com.
Case overview/synopsis
Coming across a blog headline, a professor is dismayed at the message: 2018 saw a sharp increase in air crash deaths. Questioning that the headline is appropriate and that the number of fatalities is an appropriate measure, the professor sets out to analyze airline safety data.
Complexity academic level
This case is intended for undergraduate or graduate students in an introductory business analytics course. The focus is on using and communicating risk rates and visualization.
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This case describes what happened when three Boston area hotels, the Hyatt Regency Boston, the Hyatt Regency Cambridge, and the Hyatt Harborside, decided, during the 2009…
Abstract
Case description
This case describes what happened when three Boston area hotels, the Hyatt Regency Boston, the Hyatt Regency Cambridge, and the Hyatt Harborside, decided, during the 2009 recession, to layoff all their housekeepers and replace them with employees from an outsourcing company headquartered in Atlanta, Georgia. The action created a public relations nightmare for the company. In 2009 many other organizations had implemented layoffs with little reaction from the public. Students are asked to think about why the Hyatt Hotels had been singled out. Was the main problem their decision, or the communication and implementation of their decision, and what could they have done differently?
This case highlights repositioning strategies that change a product’s position in the minds of the consumer in response to changes in market conditions. These changes should be…
Abstract
Theoretical basis
This case highlights repositioning strategies that change a product’s position in the minds of the consumer in response to changes in market conditions. These changes should be balanced with a certain amount of brand authenticity and continuity. Brand identity is the vision, core values and key beliefs of the brand. There are four main branding strategies as follows: house of brands, endorsed brands, sub-brands and branded house. These options can be placed in a continuum and the position on the branding relationship spectrum reflects the degree to which brands are separated in strategy execution and in the customer’s minds.
Research methodology
This case is based on secondary data, mainly from interviews of industry leaders in business journals, newspapers, research articles and industry reports, including from international organizations.
Case overview/synopsis
The case examines the frequent revisions in branding strategies by India’s second largest group of hotels – Indian Hotels Company Limited. Repositioning involves changing the market’s perceptions of an offering to compete more effectively in its target segments. However, a certain amount of continuity is also essential to the brand’s development over time. The case helps students to view the brand from two angles as follows: the angle of brand identity and the disruptive angle of new developments. They will examine the rationale for the frequent repositioning strategies using the brand relationship spectrum and whether these will affect the brand identity of the iconic brand Taj.
Complexity academic level
This case has been effectively used with MBA Marketing students in Product and Brand Management and Services Marketing classes to demonstrate how companies use repositioning strategies as a considered response to the market conditions. As competitive conditions and consumers evolve, changes in branding strategy will be necessitated. The students are expected to have basic knowledge of brand architecture and brand strategies. The case can be used to illustrate the brand relationship spectrum and the differences among branding strategies in brand architecture.
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.
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Mohanbir Sawhney and Pallavi Goodman
PageWell, an e-reading platform provider, was preparing to launch PageWell 2.0 to the larger full-time MBA student market after a successful trial of PageWell 1.0 in Executive MBA…
Abstract
PageWell, an e-reading platform provider, was preparing to launch PageWell 2.0 to the larger full-time MBA student market after a successful trial of PageWell 1.0 in Executive MBA (EMBA) classes at the Kellogg School of Management. Research had shown that full-time MBA students would be very interested in using products that allowed electronic access to course materials everywhere and across many platforms and that allowed electronic note-taking and storage. To better understand this user group, PageWell conducted a market research survey of students, faculty, and administrators to gauge their needs, preferences, and potential interest in the PageWell product. The study revealed that MBA student usage patterns, scenarios, and behavior varied significantly from EMBA student needs and perceptions. PageWell now had the task of prioritizing the product requirements and recalibrating the market requirements document to more accurately reflect student needs and thus create a viable product
After students have analyzed the case, they will be able to:
Use customer feedback to help define requirements for a new product
Understand the role of personas and scenarios in defining requirements
Understand how to use scenarios and scenario templates to derive scenario implementation requirements
Understand how to prioritize scenarios based on customer, company, and competitive criteria
Write a market requirements document for a next-version technology produc
Use customer feedback to help define requirements for a new product
Understand the role of personas and scenarios in defining requirements
Understand how to use scenarios and scenario templates to derive scenario implementation requirements
Understand how to prioritize scenarios based on customer, company, and competitive criteria
Write a market requirements document for a next-version technology produc
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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.
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