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BUSINESS
UPDATES
ArcelorMittal
in India : Integrating
Plant Management with Corporate Social Responsibility
©
2008 The Icfai Center for Management Research. All Rights
Reserved. No part of this publication may be reproduced, stored
in a retrieval system, used in a spreadsheet, or transmitted
in any form or by any means—electronic or mechanical—
without permission. To order copies, call +91-40-2343-0462/63
or write to the Icfai Center for Management Research, Plot
#49, Nagarjuna Hills, Hyderabad 500 082, India or e-mail:
icmr@icfai.org. Website: www.icmrindia.org
Spice
Targets Rural Mobile Telephony Market in India
©
2008 The Icfai Center for Management Research. All Rights
Reserved. No part of this publication may be reproduced, stored
in a retrieval system, used in a spreadsheet, or transmitted
in any form or by any means—electronic or mechanical—
without permission. To order copies, call +91-40-2343-0462/63
or write to the Icfai Center for Management Research, Plot
#49, Nagarjuna Hills, Hyderabad 500 082, India or e-mail:
icmr@icfai.org. Website: www.icmrindia.org
Ford's
Sale of Jaguar and Land Rover
©
2008 The Icfai Center for Management Research. All Rights
Reserved. No part of this publication may be reproduced, stored
in a retrieval system, used in a spreadsheet, or transmitted
in any form or by any means—electronic or mechanical—
without permission. To order copies, call +91-40-2343-0462/63
or write to the Icfai Center for Management Research, Plot
#49, Nagarjuna Hills, Hyderabad 500 082, India or e-mail:
icmr@icfai.org. Website: www.icmrindia.org
CASE
IN FOCUS
Benetton's
`Dual Supply Chain' System -- Indu
P and Vivek Gupta
The
case discusses the dual supply chain system practiced by Italy-based
clothing company Benetton SpA. During the 1980s and early
1990s, Benetton was the world leader in the casual apparel
market with stores spread across the world. The company was
well-known for its postponement strategy, wherein the dyeing
of the garment was postponed till the colors in vogue for
the season were identified. By the late 1990s, Benetton could
not compete with the fast fashion retailers, which were launching
several collections a year, as against only two collections
brought out by Benetton. In order to meet the changing demands
of the customers, Benetton revamped its supply chain and opted
for a dual supply chain system. In this system, production
was carried out in Asian and European countries, depending
on the time required to market the product. The dual supply
chain focused both on pull as well as push-based demand. After
implementing the new supply chain system, Benetton was able
to launch five collections in each season, with some of the
collections incorporating the latest trends.
©
2008 The Icfai Center for Management Research (ICMR). All
Rights Reserved. For accessing and procuring the case study,
log on to www.ecch.com or www.icmrindia.org
The
Indian IPO Market in Early 2008 -- Barnali
Chakraborty, Sachin Govind, and S S George
The
case discusses the state of the IPO market in India in early
2008. It examines the reasons why some of the IPOs were withdrawn
during this period, and also deals with some of the criticisms
against the IPO process, such as high issue prices and regulatory
laxity. The recommendations of the Group on Review of the
Issue Process (GRIP) and the Indian Finance Ministry's proposals
are also discussed.
©
2008 The Icfai Center for Management Research (ICMR). All
Rights Reserved. For accessing and procuring the case study,
log on to www.ecch.com or www.icmrindia.org
Destination
Marketing : Tourism
Australia's Controversial Campaign
-- Adapa Srinivasa
Rao and Debapratim Purkayastha
This
case is about an advertising campaign started by Tourism Australia
in 2006, the controversies it created, and its eventual withdrawal.
The case revolves around the "So Where the Bloody Hell
Are You?" campaign that was withdrawn in early 2008.
Australian tourism had been facing the unique problem where
the interest shown by the people in visiting the country was
not translating into actual tourist inflows. The campaign
was intended to solve this problem by translating the huge
interest shown by the people to visit Australia into actual
tourist inflows. The theme of the campaign was to invite the
people to visit Australia and enjoy the diverse range of experiences
available there. The campaign was launched through multiple
media channels and Australian model Lara Bingle was the face
of the campaign. The campaign was developed after extensive
marketing research and strove to target `Experience Seekers'—early
adopters who played a major role in influencing the purchasing
behavior of other people.
©
2008 The Icfai Center for Management Research (ICMR). All
Rights Reserved. For accessing and procuring the case study,
log on to www.ecch.com or www.icmrindia.org
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