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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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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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India. Economic Growth and the Quest for Development
Gómez Alatorre, Eugenio; Rojas Gutiérrez, TanyaCase IPADE-EE 14 eC 03MarketingIndia's economic growth since the reforms of 1991 has been impressive and it has taken millions of people out of poverty. Nevertheless, India is still a poor country. The case describes growth, competitiveness and poverty in India. The case might be used to discuss economic growth and its drivers, or human development, or both. It is also well suited to understand Amartya Sen's Capabilities Approach to development.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