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Optima Business Group: Leveraging Information Technology for Salesforce Enablement
Ritu Mehta; Debabrata GhoshCase IVEY-9B15A021-EMarketing, StrategyOptima Business Group (OBG), a consumer packaged goods firm, achieved significant improvements in its sales and distribution processes through the implementation of sales force automation (SFA). The implementation was carried out in the urban markets of OBG, but it was not an easy journey. The chief technology officer has to decide whether OBG should implement SFA in its rural markets and, if so, how it should be executed. What are the risks and ...Starting at €8.20
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Fugumobile: Setting Up a Local Digital Marketing Company in China
Venkat Raman G; Bhavani Shankar Saripalli; Huirong Ju; Ramakrishna VelamuriCase IVEY-W29954-EMarketing, StrategyIn 2006, two entrepreneurs founded Fugumobile Co. Ltd., a digital marketing agency based in Shanghai, China. The company grew organically in China by adapting to the evolving trends in digital marketing. In May 2021, the founders were facing a dilemma and had to choose between two options for sustainable and profitable growth of their company. The first option was to reach an extensive client base by continuing to deliver standardized services at...Starting at €8.20
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Biba: Stitching Plans for Growth
Ritu Mehta; Prateeth NayeeniCase IVEY-9B16A037-EEntrepreneurship, Marketing, StrategyAfter solidifying its brand as a national leader in the ready-made, ethnic wear market in India, Biba Apparels Pvt. Ltd. (Biba) was at a crossroads when it came to determining future growth strategies. By 2014, Biba had 150 exclusive brand outlets and 225 multi-brand outlets all over India as well as an online presence. Faced with fierce competition from trendy western retailers and local competitors creating chic Indo-Western fusion clothing, Bi...Starting at €8.20
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Positioning Urzza: Launching a New Energy Drink
Ritu Mehta; Robin SinghCase IVEY-9B16A009-EEntrepreneurship, Marketing, StrategyBisleri International, a household name in the bottled water segment in India, launched a new energy drink called Urzza in 2014. The energy drink market in India, dominated by Red Bull, was in a nascent stage but was growing at a rapid pace. Recently, energy drinks had been the subject of grave health concerns owing to the harmful effects of excessive caffeine. Urzza, an energy drink without caffeine, had been launched with the intention of creat...Starting at €8.20