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Basmati House Supermart: Competing with the E-retail Channel
Jaydeep MukherjeeCase IVEY-9B20A068-EEntrepreneurship, Marketing, StrategyIn January 2020, the proprietor of Basmati House Supermart (BHS), a large grocery retail outlet in India, terminated a partner retailer contract with Springers, an online retail platform. The proprietor had an ancestral property, located in a high-footfalStarting at €8.20
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Basmati House Supermart: Co-Operative Competition with an E-Retail Channel
Jaydeep MukherjeeCase IVEY-9B20A035-EEntrepreneurship, Marketing, StrategyIn July 2019, the owner of Basmati House Supermart (BHS), a grocery store, entered into a six-month agreement to become a partner outlet of a large online grocery retailer in India. During the first two months, BHS acquired many new customers and also increased its customers’ monthly purchase. However, the steep discounts and promotions used to attract customers to the business drove down the margins, while the customer churn rate increased. The ...Starting at €8.20
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Basmati House Supermart: Competing with the E-retail Channel - Teaching Note
Jaydeep MukherjeeTeaching Note IVEY-8B20A068-EMarketingTeaching note for product 9B20A068.Starting at €0.00
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Basmati House Supermart: Co-Operative Competition with an E-Retail Channel - Teaching Note
Jaydeep MukherjeeTeaching Note IVEY-8B20A035-EMarketingTeaching note for product 9B20A035.Starting at €0.00
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Jabong.com: Balancing the Demands of Customers and Suppliers
Jaydeep Mukherjee; Punit BhardwajCase IVEY-9B16A028-EMarketing, StrategyJade eServices Pvt. Limited (Jabong), an e-retailer of fashion products in India, regularly had to balance conflicting expectations from its supplier brands and consumers. The discounts that e-retailers had to offer to consumers to generate sufficient sales resulted in brand dilution, which compelled these brands to avoid the online channel. After allowing large discounts on Jabong’s website for two years, Puma, a major international sports shoe ...Starting at €8.20
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Mantra Ayurveda: Scaling Direct-To-Consumer Marketing
Aditi Saini; Jaydeep MukherjeeCase IVEY-W25497-EMarketing, StrategyMantra Ayurveda (Mantra), established in India in 2020, manufactured and marketed luxury Ayurvedic skin care and hair care products. The brand’s equity in the Indian market was low, its performance marketing efforts were not leading to expected revenue gains, and the revenue from direct-to-consumer (DTC) initiatives had experienced a negligible uptick in financial year (FY) 2020–21. In April 2021, the chief executive officer would have to convinc...Starting at €8.20
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Flamagás, S.A.
Lopetegui G.; Parés Canalias, Francisco; Renart, Lluís G.Case M-689MarketingFlamagás, S.A. es una empresa creada en 1959, dedicada a la fabricación y venta de encendedores. El caso describe la evolución de la empresa, con especial énfasis en el desarrollo de sus exportaciones. Se describe el hundimiento del mercado mundial de encendedores de tipo medio (calidad y precio), y las dificultades que ello causó a la empresa. Se describe el fuerte proceso de reestructuración llevado a cabo en 1982, 1983 y 1984. Finalmente, como...Starting at €8.20
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Marieta Textil, S.A.
Gil, P.; Nueno, José Luis; Parés Canalias, Francisco; Renart, Lluís G.Case M-715MarketingMarieta Textil es una pequeña empresa dedicada a la "edición de telas". El proceso de negocio consiste en adquirir los diseños originales a famosos artistas vanguardistas, para hacerlos estampar sobre tela por parte de terceros. La empresa vende estos estampados a tiendas de decoración. Tras cierto éxito en España, desean exportar, pero no consiguen tener un volumen de ventas en el extranjero que tenga un mínimo de importancia y continuidad. Cont...Starting at €8.20
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Hewlett-Packard: Designjet Online 1997
Parés Canalias, Francisco; Renart, Lluís G.; Segarra, José AntonioCase M-1084MarketingA finales de 1997, y tras llevar a cabo una serie de trabajos y estudios previos, el director de marketing de la Hewlett-Packard Barcelona Division (HP-BCD) se plantea si deben o no poner en marcha una nueva página web en internet, con el propósito de establecer un medio de comunicación directo e interactivo con los usuarios finales de las impresoras de gran formato, situados en cualquier pais del mundo. El caso plantea una serie de dilemas, tant...Starting at €8.20
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LDFL India Limited: Adapting a Multi-Channel Distribution System for Omnichannel Consumers
Jaydeep MukherjeeCase IVEY-9B20A020-EMarketing, StrategyThe director of sales for the detergents arm of LDFL India Limited (LDFL) had to develop a 2019 sales strategy with the objective of reducing the inter-channel conflict that had resulted in the general trade (GT) channel’s destocking of LDFL products and a loss of market share in 2018. The cash and carry format was the biggest challenge for the GT business, as it provided a cheaper, on-demand supply source alternative to the GT retailers that dom...Starting at €8.20