Ivey Business School (Canada)
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Dulux TileShield: Relaunching a Brand
Kirti Sharma; Puneet SapraCase IVEY-9B17A008-EMarketing, StrategyIn 2012, the marketing department at AkzoNobel India Ltd., a major paints company, faced a key decision concerning the possible relaunch of TileShield, a premium roof tile paint in the company’s exterior paints division. Since its inception, TileShield had led the market, especially in the southern part of India, but despite growth in the demand for roof tile paints, TileShield sales had stagnated in 2011–12. Faced with falling sales and intense ...Starting at €8.20
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Tata Communications' Acquisition of Tyco Global Network (A)
Andrew Karl Delios; Srinivasa AddepalliCase IVEY-9B14M137-EStrategyIn 2004, Tata Communications (TCL) was trying to act on its strategic intent to become a globally connected network provider. It had two alternatives: build or buy. The build option would provide TCL with a chance to develop its own network under its own terms. The possible acquisition of the Tyco Global Network (TGN), however, provided a unique opportunity for TCL to establish this global position quickly. As one of the largest global networks a...Starting at €8.20
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Housing.com: Marketing a Service Offering
Astha S. Gupta; Kirti SharmaCase IVEY-9B16A011-EEntrepreneurship, MarketingHousing.com was a Mumbai-based online real estate listing company that verified the authenticity of every property listing on its website. Despite proving itself as a threat to big players in India’s online property portal space, it was struggling in late 2014 to establish itself as a preferred option among brokers. Conflicts of interest between sellers (i.e., brokers, builders, developers, and landowners who listed property online) and buyers (i...Starting at €8.20
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Bimbra 4x4: The Growth Dilemma
Sunil George Mathew; Kirti SharmaCase IVEY-9B16A007-EMarketing, StrategyBimbra 4x4 was established in 2010 as an after-market customization service providing aesthetic and functional modifications for off-road vehicles. The platform of choice was a utility vehicle called the Mahindra Thar, popular for its bare-bones design that allowed for a wide range of modifications. Bimbra 4x4 adopted a buffet-like approach to its business, where customers were able to pick and choose options to completely customize their vehicle...Starting at €8.20
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Tata Communications' Acquisition of Tyco Global Network (B)
Andrew Karl Delios; Srinivasa AddepalliCase IVEY-9B14M138-EStrategySupplement to 9B14M137. The case presents Tyco Communications’ “take-it-or-leave-it” offer to Tata Communications Ltd.Starting at €5.74
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Prashanti Technologies: A Workplace Romance Ethical Dilemma
Srinivasa AddepalliCase IVEY-9B14C057-ELeadership and People Management, StrategyIn September 2012, the vice-president of Internal Audit at Prashanti Technologies, a multinational corporation headquartered in Mumbai, India, was reviewing an external audit team’s report before a meeting of the company’s ethics committee. The committee had only one item on the agenda: a sensitive case involving a company vice-president, the head of its financial services division, who had been accused by an anonymous whistleblower of conducting...Starting at €8.20
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Air France: The Load Factor Puzzle in Business Class
Ratan Kumar; Kirti Sharma; Shiv S. TripathiCase IVEY-9B19A032-EMarketing, StrategyIn late 2016, the marketing head at Air France India needed a strategy to acquire additional business-class customers. Although Air France India had been performing well in the economy-class segment, revenues in the business-class segment remained a challStarting at €8.20