CASE STUDIES IN MARKETING : THE INDIAN CONTEXT------PHI
This well-received and appreciated book by the students of business schools across the country, in its Sixth Edition, provides cases that have been culled from the real business world and drawn from authentic sources.
In this revised edition, most of the cases have been thoroughly updated and following four new cases have been introduced:
• Indian Retail Industry
• Indian Airline Industry
• Hindustan Unilever Limited
• 3G Network in India
These cases highlight the business environment of different companies, specifically from the view of competitiveness, product development, market strategies and international business.
The facts and data given in the case studies are compiled and presented in a simple and easy-to-read style for better understanding of the market practices.
The book is meant as an adjunct text for postgraduate students of management. Besides, executives attending various management and development programmes would also be greatly benefited by reading this book.
Preface • Preface to the First Edition
Introduction to Case Analysis
Part I MARKETING
Case 1 HMT: Machine Tools Division
Case 2 Oilseeds Growers Cooperative Society
Case 3 Retailing, Advertising, Marketing and Merchandising Services
Case 4 HMT Watches
Case 5 Bharat Heavy Electricals Limited
Case 6 Bharat Earth Movers Limited
Case 7 British Physical Laboratory (BPL)
Case 8 Indian Garments
Case 9 IDE Drip Irrigation System for Microirrigation
Case 10 Hindustan Unilever Limited
Case 11 Retail Industry
Part II INTERNATIONAL MARKETING
Case 12 Infosys Technologies Limited
Case 13 I-Flex Solutions (Currently Oracle Financial Software Solutions)
Case 14 Gillette India
Case 15 SAP India
Case 16 Global Marketing in Wipro: Growing in Strength
Case 17 Ace Designers
Case 18 Mysore Sales International Limited
Case 19 New Government Electric Factory Limited, Bengaluru
Part III SERVICES MARKETING
Case 20 Hotel Taj West End, Bengaluru
Case 21 Credit Card Business of Standard Chartered Bank
Case 22 Karnataka State Tourism Development Corporation
Case 23 Hotel Ashok, Bengaluru
Case 24 East-West Airlines: A Failed Experience
Case 25 Sterling Holiday Resorts
Case 26 Thomas Cook: To Be or Not to Be?
Case 27 Namdhari’s Fresh
Case 28 DaimlerChrysler
Case 29 Charter Aviation Services
Case 30 Café Coffee Day
Case 31 3G Network in India
Case 32 The Indian Airline Industry—Will the Flight be Smooth?
Appendix National Tourism Policy 2002