Initially the motivation behind the branding of Intel Inside was to establish the company by name and identify the high performance products that were used inside the computer with the company. This was in an effort to create an image for a company which often was subjected to behind the scenes and specific industry awareness, but wanted to establish it’s brand presence to the general public. Intel created a consumer brand to make sense of the rapidly changing computer cycles. The technology giant had already established a reputation as a quality brand throughout the technology world, however, their aim was to spread awareness and create a positive image for themselves in the public eye. The success of Intel can be attributed to many factors over their rise to the top of the technology world. First, they established a co-op advertising program to start attracting original equipment manufacturers and place their Continue reading
Management Case Studies
Management case studies are real-life examples of issues and problems found in particular workplaces or business organisations. Case study assignments give the opportunity to relate theoretical concepts to practical situations. Most case studies are written in such a way that the reader takes the place of the manager whose responsibility is to make decisions to help solve the problem. In almost all case studies, a decision must be made, although that decision might be to leave the situation as it is and do nothing.
Case Study of Kishore Biyani: India’s Retail King
Kishore Biyani’s saga starts with his family business in textiles, which he joined after graduating in commerce. In 1987, Biyani launched the first branded ready-made trousers brand known as Pantaloon through his company Pantaloon Fashions. The trousers were marketed through the Pantaloon Shoppe stores. By the time Pantaloon Fashions went public in 1992, it had 60 exclusive shops. Later, he started manufacturing garments under two more brands-John Miller and Bare. Despite pod products and competitive pricing, the business seemed unviable due to high distribution costs and margins. Therefore, in August 1997, Biyani decided to open his own store at Kolkata to market these brands. He was expecting to do business of around Rs 70 million in the first year, but beating all expectations, the store did a business of Rs 100 million. This experience was an eye-opener for Biyani, who came to know that Indian market is ‘under-retailed’. The year Continue reading
Case Study of Toyota: International Entry Strategies
Toyota is being known world-wide and being accepted as the world most popular car manufacturer. Wherever we go, not even a single soul did not know what a Toyota is. This is what we called as Toyotaism. But, to accomplish this was not that easy compared to how it sounds. Toyota had to face several issues and problems also had taken multiple actions to solve them. Hiroshi Okuda had identified 3 issues relating to the management of Toyota. Those management issues are; (1) Lag in product Planning, (2) Declining market share in Japan, and (3) was behind in overseas expansion. Due to these main issues, Toyota had taken several steps for the manufacturer to survive in its own name in own country and also to the world outside. For Toyota to make known of its brand name, a number of development strategies had been taken by Toyota. The first stage Continue reading
Case Study of GUCCI: Transformation of Luxury Branding
Guccio Gucci opened a small shop selling leather goods on the via del Parione in Florence in 1923. He sold luggage imported from Germany and offered customers with repair services. As the luggage business prospered, he opened his own workshop to produce his own design. The business in the 1920’s created huge profit and success however in the 1930’s Gucci began to face some challenges when the sanctions imposed on Mussolini. He faced shortage of imported leather yet this challenge gave him innovated idea of using new materials such as canvas and produced small leather goods, wallets and belts that are still big part of the Gucci company. Gucci became an internationally known luxury brand after World War II and over the next two decades the company flourished. In the1970s Gucci began to fall down due to internal conflict. Most of the conflict was between Aldo and Rodolfo Gucci, the Continue reading
Case Study: Tata Salt’s Advertisement Campaign
The ‘Meine desh ka namak khaya hai’ TATA advertisement campaign in 2002 offered viewers an instant connection. In India, salt and loyalty have been associated from time immemorial. ‘Namak halal” and “Namak Haram” are commonly used terms for honest and dishonest people respectively. According to cultural connotations, after consuming salt at a person’s house the one who has consumed the salt should not cheat his/her host. The campaign connected with the consumer at an emotional level. TATA Chemicals Ltd (TCL) started manufacturing salt in 1939 after establishing a solar salt works at Mithapur, Gujarat. It pioneered the concept of iodized and vacuum-evaporated salt in India in the early 1980s and created a need that was not felt by consumers before. Interestingly, the opportunity came accidentally, when in 1983, the company needed fresh water for its boilers that produced soda ash at its Mithapur plant in Gujarat. Continue reading
Case Study: Can DSS Help Master Card Master the Credit Card Business?
Credit (change) cards have been very big business for several decades. In 2001, over $30 trillion in payments for goods and services were charged using credit cards. The cards have made life easier for many people because they do not need to carry large amounts of cash for most purchases. Many people also use the cards as a way to borrow money because they need only pay a small percentage of the amount they owe each month, although they are usually charged very high interest rates for the unpaid balance. The interest goes to the issuing bank, making credit cards a very profitable service for them. However, the credit card industry is intensely competitive, highly fragmented, and growing at a rate of 3 to 4 per year, making those profits difficult to achieve. Visa and MasterCard are associations of banks that issue the credit cards. They market their cards, often Continue reading