Reference No: MAR0557TECPages: 11Published on: 30, July, 2025
Abstract: Franchising is a contractual arrangement providing a win-win situation for both the franchisor and the franchisee. Franchisors expand their businesses with the energy and zeal of entrepreneurs who manage the day-to-day affairs of the business, whereas franchisees get the advantage of an established brand and recall value. Many a time, ... More
Reference No: MAR0079Pages: 4Published on: 1, January, 1969
Abstract: Stresses a medium sized company's overall marketing strategy in its export markets. It describes the company's product policies and export promotional methods. Students are expected to discuss and evaluate the overall export strategy, particularly in light of its size. ... More
Reference No: MAR0261(A)Pages: 12Published on: 1, January, 1980
Abstract: Relates to strategic issues of continuing in the business, and evolving an appropriate marketing strategy for promoting product design services offered. Issues raised relate to diagnosing critical problems requiring resolution, identifying needed information, and designing appropriate research studies and instruments for data collection. Four different studies were designed: 1) of users ... More
Reference No: CMA0780EXPages: 18Published on: 1, January, 2000
Abstract: This case focuses on the owner/entrepreneur's perspective of a small enterprise in a new market (dried flower exports). Currently, a large part of the business risk is borne by the importer. The supply and processing risk is borne by the entrepreneur. However, possibilities and long term strategies might require ... More
Reference No: MAR0145TECPages: 8Published on: 1, January, 1976
Abstract: This note, based on a lecture by the marketing manager of IPCL, describes the product mix and customer mix of IPCL. The strategic thinking with regard to different product groups is briefly described. Implications for organizational design are discussed. ... More
Reference No: MAR0298Pages: 14Published on: 1, January, 1989
Abstract: The case covers various aspects of the solar cooker programme in Gujarat. Marketing is covered in detail. Since, the solar cooker programme is a national programme, links of the operating agency in Gujarat with the apex body are discussed. It is compared with programmes in other states. Performance of other ... More
Reference No: BP0235(D)Pages: 12Published on: 19, February, 1996
Abstract: This case describes the situation faced by the Consumer Electronics Group (CEG) of ECIL, a multiproduct, multidivisional company. CEG is mainly in the business of manufacturing and marketing black and white and colour TVs. It was among the earliest manufacturers of TVs and had built a solid brand image in ... More
Reference No: MAR0202Pages: 6Published on: 1, January, 1978
Abstract: A medium sized radio company is reviewing its product and marketing strategy in light of the shifting emphasis from stationary to portable radios in the industry. The marketing manager wants to estimate the stage in product life cycle and the future trends for both types of radios. ... More
Reference No: MAR0090Pages: 14Published on: 1, January, 1972
Abstract: The case outlines the information needs of a company in planning the introduction of any product. The investigation process used by the company's marketing research executive for meeting the various information needs is given. Students are expected to evaluate the investigation process and the information generated by the research. On ... More
Reference No: MAR0157Pages: 33Published on: 1, January, 1974
Abstract: The case deals with the problems of drawing up a marketing strategy for a new consumer non durable packaged food product. It describes the process of building a marketing simulation model under paucity of data in Indian conditions and the results. ... More
Reference No: CMA0324(A)Pages: 9Published on: 8, August, 1975
Abstract: This case is based on plans drawn up for developing fisheries in a promising area. The case can be used to identify steps involved in planning. The following issues are raised: 1) analysis of factors responsible for the present state of affairs of the society; 2) are the activities planned consistent with ... More
Reference No: MAR0149TECPages: 3 Published on: 1, January, 1976
Abstract: This note is a part of the "Techniques for Marketing Decisions" series. It describes how Markov analysis can help in predicting long run market shares based on elementary brand switching data. A short, self administered exercise is included. ... More
Reference No: CMA0821Pages: 16Published on: 27, September, 2021
Abstract: Indiagro is a national level Farmer Producer Company (FPC) consortium that primarily operates in the government to business segment (G2B). It has been appointed by NAFED (National Agricultural Cooperative Marketing Federation of India Ltd.) and the Central Government Department of Consumer Affairs to procure onions under the Price Stabilization ... More
Reference No: CMA0505Pages: 13Published on: 1, January, 1979
Abstract: The case is presented in five parts. Part one covers the launching of a fruit processing unit by a district cooperative supply and marketing society. Part two narrates in brief the problems faced by the unit in marketing its produce, leading to its closure. Part three brings out the measures ... More
Reference No: PROD0279Pages: 10Published on: 16, July, 2004
Abstract: The case series deals with the successful initiation of Tata Steel in various fields. This resulted in Tata Steel becoming lowest cost steel producer in the world. The case series documents the various initiations. ... More
