Nike, one of the leading brands of athletic footwear, apparel, equipment and accessories
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Project Report and Thesis contact
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Marketing Management
Case
Studies
CASE
STUDY (20 Marks)
This case study's primary objective is
to debate and discuss on: Does it make sense for a single business firm from an
emerging country like India, to transform itself into a conglomerate when the
reverse trend is witnessed in other countries – both developed as well as
developing? With the inception of Bharti Telecom (Bharti) in 1985, Sunil Bharti
Mittal laid the foundations of an organisation that would emerge as India's
'telecom conglomerate giant'. The company made a humble beginning with the manufacture
of push button handsets. However, 1992 marked the turn of events for Bharti.
The liberalization of the Indian telecom sector in that year unleashed numerous
opportunities for domestic and international players to tap the lucrative Indian
telecom
market Notwithstanding its small size,
Bharti plunged into the bidding war for cellular licenses, successfully
capturing the license for providing cellular network service in New Delhi
(Delhi). Making a mark with its brand, Airtel, in the Delhi market, Bharti was confident
of a triumphant journey. Contradictory to its aspirations, this early victory
was followed by a string of downturns. The company lost most of the subsequent
cellular bids and found itself in troubled waters. Nevertheless, competitors'
inability to exploit
their winning cellular bids proved a
boon to Bharti. The eagerness of these companies to sell their cellular
licenses to Bharti brought the company back into limelight. Bnking on the
opportunity, the company spread its cellular service to new regions in the
country.
From being a handset manufacturer,
Bharti transformed itself into a full cellular service provider with a whopping
4.5 million customers in March 2003. However, the company is not content with
being only a 'telecom conglomerate'. In 2008, to gratify its growing
aspirations, Bharti declared its intentions of becoming India's 'finest
conglomerate by 2020'. Equipped with a youthful logo and new brand identity,
Bharti is determined to unveil another success story. However, many challenges
lie ahead.
Answer the following question.
Q1. Analyze the critical success
factors in building conglomerates and to understand the role of brand building
in a conglomerate.
Q2. Examine the challenges that Bharti
would face in operating as a conglomerate when a reverse trend is being witnessed
all across the globe.
CASE
STUDY (20 Marks)
Nike, one of the leading brands of
athletic footwear, apparel, equipment and accessories is Oregon, US based
company. It company’s 50% of the revenue comes from international sales and it
registers it presence in more than 160 countries. Nike owns 400 retail outlets
which operate domestically as well as internationally. Over the past few years
Nike’s subsidiaries have been performing well and as a part of the company’s
growth strategy and to maintain its position in the market Nike started
concentrating on its subsidiary business in the year 2006. With the acquisition
of the Starter the company also envisaged to setup itself in the value retail.
The case analyses the impact of Nike’s subsidiary brand on its core brand.
Answer the following question.
Q1. Discuss the segmentation, targeting
and positioning strategies of core brands and subsidiary brands.
Q2. Give an overview of the case.
4/1/2017 Aeren
Foundation
2/2
CASE
STUDY (20Marks)
Everyone connected with the industry of
bath room fittings can vividly recall the catastrophic failure of a beautiful
model of English WC launched by Bharat Sanitary ware a couple of months back.
The Italian design was aesthetically superb, occupying less space and using
much less quality of water to flush it clean. It was launched with fully
coordinated range of bathtub, washbasin geysers, floor & wall tiles and a
host of other accessories. A leading MR firm had conducted market researches in
a metro and a mini metro town to ascertain consumer preferences & profile.
A huge potential was predicted among up market buyers. Competition was virtually
nonexistent In spite of all the precautions the product bombed. The
manufacturer had to hastily withdraw it incurring heavy loss. The main reason
of failure was analyzed as the complicated process of installation in the
existing bathrooms. It turned out to be little difficult for the illiterate
plumbers to carry our installations. And they conveniently recommended other
brands. For a similar product you have been assigned the task of formulating
launch strategy.
Answer the following question.
Q1. How many types of pricing
strategies do you know? Explain & what should be the pricing strategy for
this product?
Q2. If you were the marketing manager,
which marketing strategy will you implement? Justify your answer
Q3. Suggest which all groups of people
you will interview to find out buyer preferences & needs of channel
members. List key information that you would like to obtain from different
groups of respondents.
Q4. Discuss and list as per importance
the various options available to you for promoting this product.
CASE
STUDY (20Marks)
Hyundai is about to launch its dream
run in the US through its luxury car ‘Genesis’. For the company, it was indeed
a long drive from the low cost segment to the niche luxury car market dashed by
ignominies and accolades, and periods of growth and fall. Once reviled for its
low quality cars, Hyundai is now hailed as one of the top class carmakers even outclassing
Toyota, the world’s largest and premier carmaker, by several quality
parameters. In spite of all this, Hyundai still lacks a strong brand image and
is snubbed by Americans. For this, it appointed Steve Wilhite as its chief
operating officer in 2006 to reinvigorate its brand and smoothen the drive of
its ‘Genesis’. Though its rapid growth catapulted it as the world’s sixth
largest carmaker, Hyundai risks getting squeezed between its high-tech Japanese
rivals and low cost Chinese new entrants.
Answer the following question.
Q1. Analyze the market entry strategies
of select automakers
Q2. Discuss the role of branding
strategies in a company’s success
Assignment Solutions, Case study Answer sheets
Project Report and Thesis contact
ARAVIND – 09901366442 – 09902787224
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