Give an overview of the case. ,
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Marketing Management
Case Studies
CASE STUDY (20 Marks)
The fiercely competitive Indian airline
industry witnessed as many as three giant merger and acquisitions Jet Airways Air
Sahara, Indian Airlines Air India, and Kingfisher AirlinesAir Deccan in 2007.
Of them, the KingfisherAir Deccan deal was a strategic alliance with a difference. The two airlines
decided to operate as distinct legal entities with separate brand identities.
Air Deccan had a substantial brand equity among the consumers and had became
synonymous with low cost travel in India. However, Vijay Mallya, Chairman of
Kingfisher Airlines, decided to adopt a rebranding exercise for it. The
exercise involved renaming Air Deccan as ‘Simplify Deccan’ with a tagline ‘The
Choice is Simple’, replacing the previous famous tag line ‘Simplifly’;
replacement of logo, colour, uniform, old aircraft, and delivery of services.
This rebranding was intended to give it a premium look, increasing its airfares.
The company thus modified its business model from a low cost to a value based
airline model. The industry was abuzz with speculation that Kingfisher was
planning to increase its stake in ‘Deccan’ to 51%, with an objective to have a
greater say in the decision making process. However, analysts were skeptical
about Deccan’s prospects of attracting a wider target audience.
Answer
the following question.
Q1.
Discuss strategic alliances as a business expansion strategy.
Q2.
Debate the consolidation trend in the Indian airline industry.
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
caseanalyses 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.
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.
Analyze the effects of subsidiary brands on the core brand.
Q2.
Discuss the dangers of brand dilution and cannibalization.
CASE STUDY (20 Marks)
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
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