Case Studies in Management: Theory to Practice

Prof Kunal Gaurav

Director (Research & Publications)

Dhruva College of Management, Hyderabad – 501401, AP, India

Dr S Pratap Reddy

Founder Chairman

Dhruva College of Management, Hyderabad – 501401, AP, India

Published and distributed in India by

HUMMING WORDS PUBLISHERS

Faridabad, INDIA

www.hummingwords.in

Email: hwpublishers@gmail.com

CASE STUDIES IN MANAGEMENT: THEORY TO PRACTICE

© Dhruva College of Management, Hyderabad – 501401, AP, India.

Edited by: Prof Kunal Gaurav & Dr S Pratap Reddy

ISBN: 978-81-920730-1-9

First Edition: 2012

All rights reserved with the editors. No part of this publication may be reproduced or distributed in

any form or by any means, electronic, mechanical, photocopying, recording, or otherwise or stored

in a database or retrieval system without the prior written permission of the editors.

PROLOGUE

We are experiencing the waves of globalization in all the walks of our life and teaching pedagogy used at business schools in India is no exception. Today’s business has become more complex and challenging than ever before; teaching pedagogy at business schools has been metamorphosed from teaching centric to learning centric. Management graduates need knowledge, skills and right attitude in a balanced proportion to meet professional challenges of present and future. And this doesn’t depend only on the student’s ability to learn and understand business concepts, but also, to a great extent, on the learning resources and teaching pedagogy they are exposed to. Teaching and training at business schools for professional courses like PGDM/MBA should be done like a fisherman trains his kids to swim. He does not teach them the basics of swimming, but throws them directly into the water to learn swimming on their own. And the fisherman makes sure that the kid does not drown. A person who is trained this way is more likely to become a great swimmer than one who undergoes traditional way of routine coaching. At this backdrop, the case method of teaching has emerged as one of the most effective way of teaching at business schools across the globe. Case studies often recount real life business or management situations that present business executives with a dilemma or uncertain outcome. Case studies are famous for their decision predicament which stimulates management students to understand and analyze complex and unforeseen business challenges which help them flourish as effective decision makers in future. A good case is more than just a description. Typically a case is a narrative of certain factual situations in an organization, often involving a decision issue; a challenge, an opportunity, or a problem. A case discussion does offer an opportunity to the students to apply what they learn in the classroom to real-life experiences. The case method of teaching is an instructional approach that engages students in active dialogue about issues and problems intrinsic to managerial execution. It often helps improve students’ abilities in analyzing and solving problems by encouraging them to develop profound analysis on organizational operations and find out the source of their problems and figure out solutions. Such learning centric teaching method helps students to deepen theoretical understanding and stimulate them to exert their thinking capabilities and creativity. This book is a collection of case studies showcasing the tapestry of business at one place so that it can be referred to by the management teachers, students and practitioners in furtherance of their understanding of various business concepts. The various case studies in this book are intended for general discussion rather than effective handling of a business situation. Editing this book has been a truly rewarding experience to us. We express our heartfelt gratitude to all the authors and reviewers for their significant contribution; without their support, this book would not have been possible. We strongly believe that this book “Case Studies in Management: Theory to Practice” will be of great interest to the business community and we hope that it will add to the understanding of learned readers; teachers, students and practitioners in untangling every day business dilemmas. Happy Reading! KUNAL GAURAV S PRATAP REDDY

CONTENTS

S No. Title of the Case Page No. 1 Nokia: The Troubled King of Indian Handset Market 01

Dr Andal Ammisetti

2 The Sweet and Sour Apple: The Case of CEO Strategies at Apple Inc. 11 Dr Praveen Balakrishnan Nair & Ms Quay Ai Leng

3 Decision Pending at Learnware Solutions: Marketing ‘Learnware Entrance Excel’ 15 Cris Abraham Kochukalam

4 Reliance Industries: Telecom Diversification 27 Dr Subir Sen

5 Quality of Work Life Issue: Case of IT Sector Employee 43 Dr Pradeep Kautish

6 Montblanc’s Mahatma Gandhi Limited Edition 241 Pens: 53 A Tribute to Mahatma Gandhi! Dr B Shafiulla

7 Establishment of a Food Delivery Brand in Siliguri 59 Subrata Ray

8 Don’t Beat Them, Join Them 69 K V S Krishnamohan & Dr S V Ramana Rao

9 Rebranding Bajaj: Dropping Family Name from its Two Wheeler Segment 73 Ms Pooja Sharma & Ms Deepika MG

10 Tyrant Bossism: Loss of Talented Employees 79 Ms Sumita Vyas & Dr D T Manwani

11 Viral Marketing Buzzes on Social Media 85 Nitin C Mali & Ms Priyanka S Patil

12 TATA’s Gold Plus Marketing Strategy 89 D Surya Narayana Raju & R Shrikanth

13 Strike at Maruti Suzuki India Limited (MSIL): Then (2000-2001) and Now (2011) 93 Dr M Sivagnanasundaram & Bidyananad Jha

14 A Tryst with the Triumph: India’s March to World Cup Glory 105 Dr Ira Bapna, Ms Gitanjali Shrivastava & Ms Ekta Chitnis

15 Agri- Retail Shops at Railway Stations 115 Dr Sanjit Kumar Dash

16 Human Conduct 121 Ms Rupali Kumar, Ms Jasmeet Khurana & Nikhil Chaudhary

17 An Ethical Dilemma: Cost of Development 125 Amil Rajiv

18 Expansion strategy of HK Group, Kolhapur 133 S V Lele

19 Delivering Management Education Services 137 Balakrishnan Menon

20 New Wine in a Newer Bottle: 149 A Case Study on Haldiram’s New Packaging Strategy Ms Sudipta Chakraborty & Dr Arpita Alvi

21 Indian Management Style: Elevation of Luxury to Unrivalled Dimensions 155 Ch Srikanth Verma & V Rana Prathap

22 Expansion of an Opportunity or a Threat 163

Anand Ramu Patil

23 The Ignored Class: Rich or Poor 173 P Rajashekar Reddy

24 The Communication Gap 179 Dr P Asha

25 New World Biotech Ltd. 181 Col (Retd) Dr R M Naidu

26 Case of MSRTC 183 Vishwas Wadekar

27 Indian Consumer Behavior in Festive Times 189 Nitin C Mali

28 Irrevocable Effects of Management Decisions 195 Srinivas Pushadapu

29 The Resurgence of a High Performer 199 Vijay G Padaguri

30 Evaluation of Policy Lapsation in Life Insurance 209 Suresh Chandra & M Radha Krishna

31 Global Financial Economic Crisis: Repercussions in India 215 Ms Fatima Vasaya

32 Policy Holders Perception towards Insurance: 221 A Case Study of LIC, Nellore Division Shaik Mahaboob Syed

33 Thangjam Agro Industries (Likla) - Dreaming Big! 231 Laikangbam Dorendro Singh

34 Unrest at Tata Marcopolo: Who was responsible? 241 Prashant U Gujanal

35 Is customer relationship management cost effective? 247 Dr Ashok Sharma, Dr Tapasya Julka & Ms Sonali Bhardwaj

36 Noodle Wars: A Case of Noodles Market 251 Suresh Kamarapu

37 The Ethical Dilemma 255

Ms Shashi Tiwari

38 Siemens: Creating a High Performance Culture 259 Ms Meghana VP