Eureka Forbes – The Direct Marketing Pioneer

Eureka Forbes – The Direct Marketing Pioneer

Understand the applicability of the direct marketing model to the household appliances

The case examines the strategies adopted (over the years) by leading consumer appliances company Eureka Forbes in India. The case explores how the company built up the vacuum cleaner and water/air purifier markets in India from scratch through its direct marketing efforts.The various initiatives to ensure good customer service and enhance customer satisfaction are examined in detail. The case also discusses the company’s attempt to enter the bottled water business, its decision to increase the thrust on the retail business, and the problems between its owners, Forbes Gokak Ltd. and Electrolux.     
Issues:
» Understand the applicability of the direct marketing model to the household appliances category vis-a-vis the traditional retail channels.

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Eurail Group GIE: Marketing Rail Travel in Europe

Eurail Group GIE: Marketing Rail Travel in Europe

To understand the nuances of promoting a service to an international audience

Eurail was incorporated in 2001 to promote travel on the networks of its constituent national railways. The case describes the various products introduced by Eurail and its predecessor the Eurail Community. It also discusses the marketing, distribution, and promotion activities of Eurail. The case ends with a brief discussion on the growth of Eurail over the years and its future prospects.  
Issues:
» To understand the nuances of promoting a service to an international audience
» To discuss the benefits of adopting a pan-national, consortium approach to promoting a service
» To assess the marketing activities undertaken

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The suitability of FRNs in the capital structure of a long-term project

Essar Steel – Defaulting on Debt Payment

The suitability of FRNs in the capital structure of a long-term project

The case examines the financial crisis faced by Essar Steel (Essar), the leading Indian sponge iron manufacturer and the flagship company of the Essar Group, during the late-1990s and the early 21st century. It discusses how the company issued floating rate notes (FRNs) in the mid-1990s to finance its Hazira HRC plant and examines in detail the reasonsEssar Steel – Defaulting on Debt Payment

 

The case critically analyzes the measures taken by the company to come out of its financial problems, the role of the FIs and the promoters.           
Issues:
» The suitability of FRNs in the capital structure of a long-term project

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Study and analyze the problems faced in an ERP migration project.

ERP Implementation Failure at HP

Study and analyze the problems faced in an ERP migration project.

The case gives a detailed account of the failure of an ERP migration project at the US-based HP, a leading computer hardware and information technology company. The case traces the history of ERP implementations at HP and presents the rationale behind the decision to migrate to a centralized ERP system. It details the circumstances that led to the ERP migration failure and also examines the damage control efforts made by the company. The case highlights the barriers to successful ERP migrations including project management issues, poor contingency planning and cultural issues. Finally, the case explores whether there are chances of re-occurrence of such failures within the company.          
Issues:
  1. Understand the rationale for implementing ERP software.
  2. Study and analyze the problems faced in an ERP migration project.
  3. Examine the reasons for ERP rollout failures.
  4. Analyze the role of cultural issues in ERP implementation.
  5. Critically examine the strategic impact of ERP implementation failures.
 
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How BPCL utilized IT effectively to strengthen its market position.

ERP Implementation at BPCL

How BPCL utilized IT effectively to strengthen its market position.

The case examines in detail the ERP implementation exercise at BPCL. It focuses on the IT infrastructure put in place and BPCL’s IT initiatives before the ERP implementation.
Issues:
»  How BPCL utilized IT effectively to strengthen its market position.
»  The technical aspects of an ERP implementation.

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Evaluate the growth of a European telecommunications major in China

Ericsson in China

Evaluate the growth of a European telecommunications major in China

Ericsson’s relationship with China dated back to the 1890s, when the first batch of Ericsson handsets was shipped to Shanghai. Since then, China has gradually developed into one of Ericsson’s primary markets. The Chinese market presented huge opportunities in terms of volume and size. The telecom and IT industry in China was growing at the fastest rate in the world and Ericsson was determined to have a share of the pie. The company set up its first office in Beijing in 1985 and in 1994 Ericsson (China) Co. was established. Ericsson adopted a well laid out localization strategy to optimally exploit the Chinese market. Between the late 1990s to the early 2000s, Ericsson shifted the procurement and supply side of its wide range of business to China.                       
It also brought in its traditional partners. This offered huge employment opportunities for local Chinese and also contributed to the country’s economic growth. Besides, huge investment in R&D by Ericsson and commitment to develop the country’s 3G technology contributed to China’s telecom and IT growth. However, in the early 2000s, the market for Ericsson products in China lost out to stiff local competition. Analysts observed that Ericsson needed to rethink its strategy on pricing and quality of its products.
Issues:
» Understand the approach taken by multinationals to tap new markets
» Determine various issues involved in the setting up of a new company in an international market
» Appreciate localization strategies adopted by an MNC to expand its operations
» Appreciate the complexity of a growing market like China
» Evaluate the growth of a European telecommunications major in China
» Understand the contribution of an MNC in the host country’s economic development

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Explore the direct and indirect costs associated with training.

Enhancing the Credibility of the Training Function: Involving Line Managers in Sales Training

Explore the direct and indirect costs associated with training.

This case is about a mid-sized direct selling organization Direc2U. Rakesh Sharma (Sharma), the training manager at the company realized the need for a training intervention for line managers as he felt that despite a contemporary training program, the sales force was unable to internalize the training due to lack of support from the line managers in the field. But the CEO of Direc2U was not supportive of the initiative as he saw no value in this program. Moreover, as the company was going through a tough phase he also wanted to cut the training budget further. Sharma had to find ways to involve the line managers in sales training and also find ways to link training to the bottomline results.
Issues:
Q1.  Understand the issues and challenges in ensuring transfer of learning and also ensure that the trainees internalize the classroom training.

Q2.  Understand the importance of involving line managers in reinforcing classroom training and the issues and challenges involved in involving them in sales training.

Q3. Explore the direct and indirect costs associated with training.

Q4. Understand the issues and challenges in ascertaining the ROI of training.

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To study the organizational culture of a retail company that was consistently voted

‘Employees First, Customers Second’: Wegmans’ Work Culture

To study the organizational culture of a retail company that was consistently voted

Wegmans was consistently voted as one of the best companies to work for in the US by several independent sources. It was also one of the rare companies in the retail sector that had a relatively low voluntary attrition rate (seven percent for full time employees).
This case examines the elements of Wegmans’work culture, and how they contributed to making Wegmans a great place to work. It discusses the steps that the company took to ensure that employee engagement remained high and the culture stayed strong. The case concludes with a commentary on Wegmans’future prospects, and whether there is any danger of the culture becoming diluted in the future.
                                                                      
Issues:
  1. To study the organizational culture of a retail company that was consistently voted as one of the Best Companies to Work For in the US
  2. To examine the various elements of the company’s culture, and to understand how they contributed to keeping employees happy and attrition low
  3. To analyze the factors that contribute to creating and sustaining a strong organizational culture
  4. To understand the importance of keeping employee engagement high, and to study the steps taken to that end by the company in focus.
  5. To study the issues related to the continuity of organizational culture and the steps that companies can take to ensure that their culture remains constant as they grow

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Employee Training and Development at Motorola

Employee Training and Development at Motorola

Critically analyze the e-learning initiatives at Motorola and examine its benefits and drawback

US based Motorola is the world’s leading electronics and telecom goods company. It has been adjudged as one of the top employee training companies in the world. Motorola gave utmost importance to training right from its inception. This case describes how training and a strong learning ethic has been an integral part of Motorola’s culture.
It explains in detail the various employee training and education initiatives undertaken by Motorola University and examines how these initiatives helped in improving employees’productivity, performance and quality of work. The case also describes Motorola’s e-learning initiatives and highlights the benefits of e-learning for employee training and development.
Issues:
  1. Understand the best practices in training and development of employees
  2. Appreciate how the training and development process evolved over the decades at Motorola
  3. Analyze the role of Motorola University in offering high quality employee training and education programs
  4. Study the method of designing the curriculum, instructions and learning modules at the Motorola University
  5. Critically analyze the e-learning initiatives at Motorola and examine its benefits and drawbacks

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Employee Satisfaction – An Outcome of Motivated Workforce

Employee Satisfaction – An Outcome of Motivated Workforce

Challenges faced by HR managers in modern day organizations, various ways to motivate

These caselets deal with the issue of motivation.
Caselet 1 discusses the importance of employee recognition in motivating them to deliver superior work performance. It also examines the various factors that act as motivators for employees.
Caselet 2 discusses the impact of induction and socialization processes on employees’work performance and motivation.
Caselet 3 discusses the impact of work environment on employee motivation and satisfaction. It also describes how alternative work schedules can motivate employees and improve organizational performance                                                
Issues:
» Challenges faced by HR managers in modern day organizations, various ways to motivate and retain employees in organizations

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