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Kaps Ice Cream: Should It Enter the Premium Segment
T. Sai Vijay; Sanjeev Prashar; Vinita SahayCase IVEY-9B16A041-EEntrepreneurship, Marketing, StrategyOn November 1, 2015, the four founders of Kaps Foods India Private Limited (Kaps) invited external business consultants to a business strategy meeting. The ice cream industry was moving toward the premium segment of the market, and Kaps was eager to move out of its stagnant phase. However, two of the four founders were skeptical about the acceptance of the Kaps brand in the higher-end market. They believed that the market would always consider Ka...Starting at €8.20
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Maruti Suzuki India Limited: Leveraging the Changed Economy
Prateeksha Parihar; Jagrook Dawra; Vinita SahayCase IVEY-9B17A059-EMarketing, StrategyAlthough Maruti Suzuki India Limited (MSIL) was the leader in passenger vehicle sales in India in May 2015, it was having difficulties breaking into the high-end car segment. There were multiple strategies that MSIL could have used to deal with this problem, such as; changing its brand image from small automaker to high-end automaker; staying in the small car market; penetrating the market further by introducing new models and their variants in t...Starting at €8.20
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Lakshmi Projects: Sales Structure Dilemma
Sandeep Puri; Mehmet A. Begen; Akshay Nangia; Arjit Rawal; Mayank RawatCase IVEY-9B15A019-EEntrepreneurship, Marketing, StrategyIn July 2014, the managing director of Lakshmi Projects in Delhi, India, finds himself struggling with the marketing and sales strategy for the year ahead. Founded in 1997, the company specializes in offering turnkey solutions for bulk material handling systems for industries in the fast-growing infrastructure segment of the Indian economy; its two main product categories are elevator and conveyor systems. Yet, the company was failing to meet its...Starting at €8.20