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2. SunTzu’s The Art of War: Industry India’s Subhiksha – Aping Wal-
Analysis Excercise (B) Mart’s EDLP Strategy?
Competition and Strategy/Competitive Strategies
This is a set of 102 Multiple Choice Subhiksha, a popular Indian retailer is on
Nokia – Global Market Share Questions (MCQs) based on Sun Tzu’s The an expansion mode and hoped to make its
40%; US Market Share 10%: Art of War book. Designed primarily to presence felt in all parts of the country by
Competitive Strategies ensure that the students have read the book, the end of 2008. As part of its marketing
this can be used as an evaluation tool for strategy, Subhiksha adopted Wal-Mart’s
In 2008, Nokia, the global leader in mobile this exercise. popular EDLP pricing strategy. Though
handset manufacturing faced difficulties in Subhiksha did not aspire to compete with
Industry Not Applicable
capturing a sizeable market share in the the conventional retailers like Nilgiri’s or
Reference No. COM0171
US. Nokia’s profit margins reduced year Spencer’s Daily; it hoped to create a niche
Year of Pub. 2009
after year in US since 2004. One often market with its discount model. Subhiksha
Teaching Note Not Available
cited reason was its unwillingness to relied heavily on organised retailing and
Struc.Assign. Not Available
customise according to the preferences of economies of scale. Would an EDLP
the markets there. As the US Keywords strategy suit the Indian retail scenario?
telecommunication industry is one of the
world’s biggest telecommunication Leadership, Military, The Art of War, Pedagogical Objectives
markets, Nokia had to establish itself in RMAS, Henry Fayol, Sandhurst, Strategy,
this market to retain its global No.1 Sun Tzu, Warfare, Culture, Wars, Crisis, • To comprehend the trends in the Indian
position. The case study outlines the US HRM, Marketing, Drucker retail industry
telecommunication industry structure and • To analyse the rationale behind the
the obstacles Nokia faced in finding a EDLP strategy of Subhiksha
foothold in this marketplace. It has Sun Tzu’s The Art of War: Industry
grabbed a 40% global market share; but in Analysis Exercise (A) • To study the challenges of a low pricing
the US it has been able to rake it up to just model in the competitive Indian retail
10%. What possible steps should Nokia Sun Tzu’s The Art of War, written 2,500 sector.
take to capture a sizeable portion of US years ago holds powerful lessons for
Industry Retail Industry
market share? What challenges does it running businesses, managing people,
Reference No. COM0169C
face? What prevents it from having a honing leadership abilities, motivating the
Year of Pub. 2008
formidable market position in the US? employees, preparing for a battle, etc. If
Teaching Note Available
Should it, succumbing to the market the book is used in a highly structured way
Struc.Assign. Available
pressures (realities!), decide to customise to underscore the underpinnings of priceless
its business model? What are the wisdom contained throughout the book, Keywords
consequences if it does? For a company, the derived learning would be highly
which adopted a standardised business model enriching. No doubt, the book’s principles Indian Retailing Industry; Competitive
across the world, what would be the can be applied across all the functional Strategies Case Studies; Global Retailing
consequences of altering it? areas of management – may it be industry; Subhiksha; Customer Behaviour;
manufacturing/production, marketing, EDLP Strategy; Wal-Mart’s EDLP strategy
Pedagogical Objectives finance, HR or any other dimension of
managing a company. Most interestingly
• To understand the evolution of mobile and effectively, the book’s powerful Hershey vs Mars: The Candy
phones and the revolutionary trends in
the mobile handset industry
lessons can be related to Strategy course, Store War
especially for analysing industries. When
• To analyse the telecommunication this book is used for analysing an industry, Hershey and Mars had been rivals in the
industry’s standards and their impact on along with the other established industry chocolate industry for decades, and had
the industry and handset manufacturers analysis tools and techniques, the students shown no signs of backing off from the
would have definitely widened their way they had competed so far. The greatest
• To analyse the structure of the US horizons. To that end, this note provides irony was that, Mars and Hershey were
telecommunication industry and its how competition shapes up the strategy partners in chocolate making way back in
relevance for handset manufacturers making, an overview of Sun Tzu’s The Art the 1930s. And when they split, it was said
of War and how to go about integrating that, Mars vowed to replace Hershey as
• To identify the reasons for Nokia’s
this book with industry analysis exercise. the number one chocolate maker in the
failure in the US telecommunication
A set of 100 MCQs and two videos (one on US. But till 2006, Hershey had been going
industry and to debate on its strategic
Indian Banking Industry and other on in full throttle and held the top position in
response.
Indian Telecom Industry) are also available the US market. Though Hershey was on
Industry Mobile Telecommunications along with this note. the top, it faced new threats when its share
Reference No. COM0172 price came down, the sales declined, and
Industry Not Applicable
Year of Pub. 2009 Mars started taking them head-on in the
Reference No. COM0170
Teaching Note Available retail front too. So is the vow that was
Year of Pub. 2009
Struc.Assign. Available taken decades back getting fulfilled and will
Teaching Note Not Available
Mars overtake Hershey in 2007?
Keywords Struc.Assign. Not Available
Nokia, Mobile Phones, Five Forces, Keywords Pedagogical Objectives
Business Model, iPhone, 3G, Motorola,
Leadership, Military, The Art of War, • To discuss how the trend of health
Value Chain, Convergence
RMAS, Henry Fayol, Sandhurst, Strategy, consciousness affects the chocolate
Sun Tzu, Warfare, Culture, Wars, Crisis, industry
HRM, Marketing, Drucker
• What strategies Hershey should adopt
to counter competition from Mars
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3. • Discuss rivalry and competition of Pepsi Teaching Note Available Indian Hotel Industry (B): The
Park’s Eye for the Unconventional
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and Coke or of companies in other
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industries
Keywords Companies can stick with their competitive
• The newest trends in chocolate retailing. advantage, by either satisfying customers’
Airbus 350; Boeing 787; Aircraft
Industry Confectionery Industry Manufacturing Industry; Airbus Boeing; need or else altering them. Firms that shape
Reference No. COM0168B Dreamliner; A350 XWB; European Union; customer needs in new directions
Year of Pub. 2008 Subsidies; A330; Competitive Strategies Case dramatically increase the customer value
Teaching Note Available Study; Bombardier; Commercial Aircraft proposition and improve business systems
Struc.Assign. Available – a strategy best described as market-
driving. Many pioneering companies follow
Keywords this strategy and are hugely successful. Case
The Coffee War: McDonald’s vs (B) discusses how an Indian hotel, The Park
Business Rivalry; US Chocolate Industry; Starbucks – a pioneer of ‘boutique’ hotels in India –
Competitive Strategies Case Study;
followed this strategy to create a small but
Chocolate Retailing; Gourmet Chocolates; Companies can stick with their competitive
exclusive chain of sleek designer boutique
M&M World; Health and Wellness advantage, by either satisfying customers’
hotels. In a country accustomed to large,
Products; Hershey; Mars need or else altering them. Firms that shape
marble-clad hotels, The Park’s strategy to
customer needs in new directions
create the hotel was considered highly risky
dramatically increase the customer value
and bizarre. But the hotel’s chairperson,
Airbus 350 vs Boeing 787 – Battle proposition and improve business systems
Priya Paul, fought for her idea and her
– a strategy best described as market-
for the Skies driving. Many pioneering companies follow
transformational leadership qualities has
seen the hotel chain create a niche in the
Over the decades, Airbus and Boeing, the this strategy and are hugely successful. Case
boutique hotels segment. The case is a good
two major players have been at loggerheads (B) discusses how an Indian hotel, The Park
illustration of a hotel chain with a market-
for aircraft orders. This case details the – a pioneer of ‘boutique’ hotels in India –
driving approach that came up with
intensity of the rivalry between the two followed this strategy to create a small but
breakthrough innovations and deeply
companies by elucidating facts and figures exclusive chain of sleek designer boutique
reshaped business systems.
of a new aircraft being developed from each hotels. In a country accustomed to large,
of their stables. Boeing’s 787 Dreamliner marble-clad hotels, The Park’s strategy to
create the hotel was considered highly risky Pedagogical Objectives
being designed with new composite
material is meant to set industry standards. and bizarre. But the hotel’s chairperson, • To understand the boutique hotel concept
As according to the company, this aircraft Priya Paul, fought for her idea and her and its uniqueness among the other
would help airliners save fuel costs. The transformational leadership qualities has formats, and also highlight its success
aircraft is also intended to be tons lighter seen the hotel chain create a niche in the factors in India
than other models. Airbus, on the other boutique hotels segment. The case is a good
side, with its A350 XWB intends to offer illustration of a hotel chain with a market- • To discuss The Park’s positioning, before
the airline market with the largest aircraft driving approach that came up with and after India’s economic liberalisation,
it has produced till date. Post, Paris Air breakthrough innovations and deeply and analyse the reasons for the hotel’s
Show and the Dubai Air Show held in 2007, reshaped business systems. repositioning
A350 claims to give a stiff competition to • To discuss the framework in creating and
787. Boeing plans to deliver its Dreamliner Pedagogical Objectives implementing a market-driving culture,
by 2008, and Airbus by 2013. Boeing with to gain a competitive advantage.
5 years of advantage, and confirmed orders, • To analyse the dynamics of the food
industry observers inquire, if Airbus would service industry of the US Industry Hospitality Industry
beat the time advantage or bank on the • To analyse the core competencies of Reference No. COM0165
strength of the A350, or better still use the McDonald’s and Starbucks Year of Pub. 2008
time to their advantage and modify the Teaching Note Available
aircraft to being user friendly. • To understand the rationale of Starbucks Struc.Assign. Available
and McDonald’s expansion
Keywords
Pedagogical Objectives • To highlight the challenges involved in
product offering enhancements Boutique Hotel Concept in India; Priya
• To understand competition existing in a Paul; Apeejay Surrendra Group; Market
duopoly market • To discuss how McDonald’s and Driving Strategy; Target Customers; Value
• To understand demand and supply of Starbucks would retain their core and Lifestyle Group; Repositioning
aircrafts in the aviation industry competencies. Strategies; Leadership through
Differentiation; Innovations in the Indian
Industry Food and Beverages
• To analyse the competitive strategies Hotel Industry; Key Success Factors in
Reference No. COM0166A
deployed by Airbus and Boeing and the Indian Boutique Hotel; Competitive
Year of Pub. 2008
possible threats from various new Strategies Case Study; Indian Hotel
Teaching Note Available
entrants to their duopoly Segmentation; Transformational
Struc.Assign. Available
Leadership; Change Management
• To analyse whether the competition
between Airbus and Boeing would be a Keywords
healthy sign for the aircraft Food Service Industry US; Fast Food
manufacturing industry or would they Industry US; Coffee Shops; Starbucks Dell vs Lenovo: The Competitive
lose their market share to the new players Experience; Convergence; Speciality Strategies in China
of the industry. Coffee; Howard Schultz; Baristas; Brand
Dell entered China, the world’s fastest
Industry Aircraft Industrys
Dilution; Competitive Strategies Case
growing PC market, in 1998. Though it
Reference No. COM0167B
Study; Product Offering Enhancements;
was a late entrant, Dell initially did well
Year of Pub. 2008
Core Competencies; Breakfast Segment
through its direct selling business model
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4. that primarily targeted the industrial and and networks. In June 2007, Virgin Atlantic Pedagogical Objectives
public service departments. But this model announced its plan to start BCO service on
• To understand the strategies used by
Competition and Strategy/Competitive Strategies
left out the Chinese consumer’s desire to various transatlantic routes between New
touch the product before buying it. Even York and various European destinations. Honda and Piaggio in their pursuit for
the actual growth zones, the third and fourth Though Virgin Atlantic held significant global leadership
tier cities, were overlooked. But the same competitive advantages, the first mover • To discuss and analyse the reasons behind
Chinese turf was tamed by a domestic advantage of these small niche players posed the success of Honda and failure of
brand, Lenovo. Its relationship and a major challenge to Virgin Atlantic. How Piaggio
transactional business model - coupled with well Virgin Atlantic can position itself in
a highly efficient supply chain network - this niche market was yet to be seen. • To debate why good companies go bad
helped Lenovo corner 35% of market • To understand and discuss the need and
share, dipping Dell’s further. So should Dell Pedagogical Objectives importance of strategy formulation.
alter its business model is just one of the
many questions discussed in this case. • To understand the dynamics of the Industry Automobile
transatlantic aviation market Reference No. COM0162
Pedagogical Objectives • To understand the factors that led to Year of Pub. 2007
Teaching Note Available
• To discuss critical success factors in the the emergence of the transatlantic BCO
Struc.Assign. Available
Chinese PC market market
• To analyse the positioning of small niche Keywords
• To understand and contrast the business
models of Dell and Lenovo players and their strategies Enrico Piaggio; Soichiro Honda; Vespa;
• To discuss the entry strategies of Ape; Supercub; US Automobile Industry;
• To analyse the reasons behind Dell’s Japanese Motorcycle industry; Giovanni
declining profits and falling market established players in emerging niche
markets. Agnelli; Roberto Colaninno; Market Entry
share in China Strategy; Restructuring Strategies;
• To discuss Dell’s choices to gain a market Industry Airline Industry Competitive Strategies; Global Expansion
foothold in China. Reference No. COM0163A Strategies; Marketing and Promotional
Year of Pub. 2008 Strategies; Cash on Delivery (COD);
Industry Personal Computers Teaching Note Available Competitive Strategies Case Study;
Reference No. COM0164 Struc.Assign. Available Strategic Intent; Need and importance of
Year of Pub. 2008 Strategy Formulation
Teaching Note Available
Keywords
Struc.Assign. Available Transatlantic Aviation Industry;
Keywords Deregulation; Open Skies Pact; Jack in the Box: Combating the
Competitive Advantage; Growth Strategy; Breakfast War in US
Chinese PC Industry; Business Models; Niche Market; Business Travel; Virgin
Direct Selling Business Model; Relationship Atlantic; Business-Class-Only Services; Jack in the Box was the fifth largest
and Transaction Business Model; Den Brand Positioning; Product hamburger chain in the US. The company
Xiaoping; Joint Ventures and Partnerships; Cannibalisation; Market Segmentation; operated in 2100 locations across the US
Chinese Consumer Behaviour; Acquisition Eos; Competitive Strategies Case Study; with revenues of $2766 million for the
of IBM’s PC Division; Market Entry MAXjet; Silverjet and L’Avion year 2006. But the company had been
Strategy; Supply Chain Management; overshadowed by rivals like McDonald’s
Competitive Strategies Case Study; and Burger King, which were far greater in
Developing a Business Strategy for China; size. The fast food market of US was in a
Piaggio vs Honda: The Strategy
Critical Success Factors in Chinese PC slump after decades of over expansion. But
industry; Business Model Comparison; Lessons the breakfast market was emerging as the
Second Mover Disadvantage; Challenges Most companies that rose to become global silver lining, accounting for 8% of the $500
Faced by a Foreign Player leaders, most often, started with limited million in restaurant sales in the US. As a
resources and capabilities. But they were result, all the major fast food chains
bent on winning and then sustained that competed for a share of the breakfast
Virgin Atlantic’s Business-Class- obsession, termed as “strategic intent”. market with even speciality coffee chains
like Starbucks joining the fray by offering
only Airline: Emerging Threat to Piaggio, the Italian motorcycle
different breakfast products. Jack in the
manufacturer, who tasted initial success with
Niche Air Carriers? Box also decided to defend its share of the
the launch of ‘Vespa’ motor scooter in
In 2007, the open skies pact between 1946 faced numerous challenges ahead and breakfast market and thought of
Europe and US was rapidly changing the was close to bankruptcy in 2003. In promoting its breakfast products, which it
competitive scenario on transatlantic contrast, Honda, the Japanese automobile had been serving all day since the last 20
routes. The small BCO (business-class-only) manufacturer, leveraged its initial success years with help of an advertising campaign.
carriers like Eos, MAXjet, Silverjet, and of ‘Supercub’ motorcycle to foray into As competition among various fast food
L’Avion grew significantly creating a niche automobile production and achieved the chains intensifies with different companies
market on the New York-London route. status of a global automotive player. The adopting strategies like menu innovation,
Though all major traditional carriers like Piaggio vs Honda case compares the advertising and better restaurant
British Airways, Virgin Atlantic, United strategies adopted by both manufacturers, experience, whether a regional chain like
Airlines and American Airlines had well- each with a point of uniqueness, in a market Jack in the Box would be able to fight the
established business-class services, these new that required greater flexibility, high goliaths of the fast food market remains
niche players successfully positioned complexity, quick changes and competitive to be seen.
themselves against these established players. strategies. A comparison - of these two
The success of these small niche carriers companies’ strategy models - reveals that Pedagogical Objectives
forced the established carriers including strategy is never static and involves
continuous adjustments. • To understand the drivers of the fast
Virgin Atlantic to re-assess their services
food industry
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5. • To understand the strategies to be entrants) with local players (the Keywords
adopted to survive in an over crowded
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incumbents); who is better equipped to
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and fragmented fast food market tap China’s retailing potential?; can Nintendo’s Decline; Gaming Industry;
foreign players leverage on their Strategy to recover market share; Wii;
• To discuss the various strategies adopted Xbox; Competitive Strategies Case Study;
by companies in the fast food segment experience and learning curves from
other markets?; should they work on Play station; Nintendo; Game Cube; Video
specifically the breakfast market Games; CEO Satoru Iwata; New product
their strengths or create new ones to
• To analyse the strategies adopted by Jack operate in China’s market?; what are launch strategy
in the Box to survive in the breakfast the strengths of incumbents as well as
market the new entrants?
Convergence of Media: Impact
• To analyse the challenges faced by Jack • To debate on the co-existence of new
in the Box and evaluate the future trends entrants and the incumbents; what on Viacom’s Entertainment
for the fast food industry. happens to the local players as a result Business
of increased and intensified competition Viacom, the largest cable network in the
Industry Fast Food Industry
from multi-national retailers? US in terms of revenue in 2004, had its
Reference No. COM0161A
Year of Pub. 2007 Industry Retail presence in film production and music
Teaching Note Available Reference No. COM0160 distribution and popular cable networks like
Struc.Assign. Available Year of Pub. 2007 MTV and BET in its portfolio.
Teaching Note Available
Keywords With the digitisation, all media companies
Struc.Assign. Available were shifting their focus to new digital
Fast Food Industry; Menu Innovation;
Keywords formats, as digital media content could be
Advertising; Breakfast Market; Brand accessed on a variety of devices. Viacom
Reinvention; Demographic Trends; Wal-Mart in China; Carrefour in China; also recognised the importance of digital
Competitive Strategies Case Study; Brand Metro AG in China; Tesco PLC in China; media convergence, and changed its course
Differentiation, Social Networking, Wumart Stores, Inc.; Lianhua Supermarket of business to accommodate digital media
McDonalds, Burger King, Reimaged Holdings Co. Ltd.; Competitive strategies offerings in its services. However, Viacom
Restaurants, Fast Casual Segment; Drive of retailing companies; Protectionism in was neither the first mover nor the leader
Thrust; Jack In The Box; Healthier Food China in retailing; Territorial restrictions in the field of digital media. It had to face
Options in China; China’s traditional retail industry; stiff competition from other players of
Competitive Strategies Case Study; Chinese media and entertainment industry.
retailing in the new era; Profitability in
China’s Retail Industry (C): The Chinese retailing; Sustainability Chinese Pedagogical Objectives
retailing
Competitive Strategies • The case study offers scope to learn
This is the last case in China’s retail industry about new media platforms such as DVR,
VOD, iPod, Mobile TVs and the Internet
series. While case (A) looks at the Nintendo’s Competitive
competitive landscape of China’s retail as media offering different content
Strategies in Gaming Console
industry, case (B) helps analyse the
competitive responses to Chinese
Market • The case deals with the emerging media
platforms due to changing customer
consumer behavior. Case (C) presents a a Nintendo Co. Ltd., one of the leading preferences
gallery of competitive strategies. From producers of video games in the world, is
what has been learnt in cases A and B, C facing severe competition from Sony and • It raises debate as to the possible
helps know which company stands a better Microsoft. Nintendo’s last launch, the strategic options available to Viacom in
chance to carve a niche for itself. What is Game Cube has failed to make a mark in the wake of digital media convergence.
their unique advantage? If not, what should the market place. In order to regain its Industry Media and Entertainment
they still do - immediately, remotely or market share in November 2006 the Reference No. COM0158A
forever? If strategy is all about creating company has launched Wii videogame Year of Pub. 2007
unique advantages, this case is much more console. The case discusses Nintendo’s Teaching Note Available
than how companies deploy different positioning, segmentation, pricing, Struc.Assign. Available
strategies to become unique. Should marketing and product launch strategy of
companies enter China with their time- Wii. The Case further debates whether Keywords
tested business models? Or should they go Nintendo can sustain the success of Wii or
for new business practices? How the local not. Viacom Inc; Cable Networks; Entertainment
players (incumbents) adjust their game Industry; Convergence; Digital Media;
plans to the moves of bigger and better Competitive Strategies Case Study; Internet
Pedagogical Objectives Video; IPTV; Time Warner; Business
competitors (new entrants)? Can both co-
exist? Or would they exit with the entry of • To analyse the causes for decline of
foreign players? The big picture would be Nintendo in Electronic Gaming Console
how intensified competition can catapult Industry Mattel: Competitive Strategies in
an industry.
• To analyse Nintendo’s strategy for the US
launch of its new console Wii to recover
Pedagogical Objectives market share.
Since 1995 till 2007, the global toy industry
has been experiencing changes like the rise
• To understand and analyse various Industry Electronic Gaming in the number of video game players and
competitive strategies of creating unique Reference No. COM0159P shift in consumer preferences. Due to the
positions in China’s retail industry Year of Pub. 2007 unpredictable shift in the play patterns of
• To compare and contrast competitive Teaching Note Not Available kids, traditional toy manufacturers – losing
strategies of foreign players (the new Struc.Assign. Not Available market share to video game companies –
are toiling hard to retain their positions in
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6. the minds of Gen X kids. During 2003, • To understand the impact of trade service; Napster; Music industry; Increasing
Mattel Inc., the top player in the US toy regulations on the textile and clothing popularity; Competitors; No. of users;
Competition and Strategy/Competitive Strategies
industry realised that its total market share industry Legal challenges; Recording Industry
including the market for its flagship brand, Association of America; Improved
Barbie, were under attack from competitors • To discuss the changing dynamics in the technology; Digital online
like MGA, Hasbro, LeapFrog, Jakks and apparel industry service;Competitive Strategies Case Study;
video games players. Mattel swiftly • To examine the effect of changing Expansion; Promotional efforts
retaliated by chalking out initiatives to consumer preferences on the apparel
counter the changes in the industry companies
threatening its market leader position.
• To discuss the resulting challenges and Dunkin’ Donuts’ Competitive
Mattel broadened its product lines and
undertook several other measures, as a result strategies of Liz Clairborne. Strategies
of which, its revenue increased for fiscal Industry Women’s Clothing In 2005, $4.8 billion-Dunkin’ Donuts
2006. But industry observers are not sure if Reference No. COM0156 (Dunkin) is one of the largest coffee and
Mattel would succeed in retaining its industry Year of Pub. 2007 baked goods chain in the world serving 2.7
leader position in the years to come. Teaching Note Available million customers every day. With rising
Struc.Assign. Available competition, Dunkin had lost its position
Pedagogical Objectives as a market leader which it had enjoyed all
Keywords through the 1990s. In March 2006, Dunkin
• To understand Mattel’s growth strategies
Branded apparel; Quota restrictions; Free- was acquired by a consortium of private
in the US toy industry
trade agreements; Textile and clothing trade; equity firms- Capital Partners LLC, The
• To get an insight of the changing Multi-Fibre arrangement; Outsourcing; Carlyle Group and Thomas H. Lee Partners
landscape in the global toy industry Supply chain of apparel manufacturers; LP. The new owners outlined an aggressive
Trends in global apparel industry; growth strategy for Dunkin including
• To study the competitive threats faced tripling its size over the next ten years,
by Mattel Departmental stores; Competitive
Strategies Case Study; Private labels; Multi- entering new markets across the country
• To analyse the strategies chalked out by brand; Multi-geography; Multi-channel; and expanding the menu offerings beyond
Mattel Inc. to tackle the competition. William L. McComb; Fashion Trends breakfast. The case discusses competitive
strategies adopted by Dunkin to reposition
Industry Toy Industry itself and expand into newer markets.
Reference No. COM0157B
Year of Pub. 2007 Napster Inc.: Singing a New Tune Pedagogical Objectives
Teaching Note Available
Napster Inc. (Napster) was the first widely- • Growth strategies adopted to reposition
Struc.Assign. Available
used peer-to-peer (or P2P) music sharing Dunkin, the largest coffee and baked
Keywords service on the internet. Its technology goods chain in the world
allowed music fans to easily share MP3
Barbie; Mattel; Toy Indutry; Video Games; format song files with each other. Its • Business expansion strategies by
Competition; Hasbro; Age-compression; services were popular among internet users entering new markets
Fisher-Price; KGOY; Handlers; Leapfrog who downloaded copyrighted music.
enterprises; Jakks Pacific; Competitive • To discuss the dynamics of the fast food
However, between 2002-2005, growing
Strategies Case Study; Learning Company; and beverage industry.
competition had led to Napster ’s sales
Bratz; Toy Fair decline. To reverse the declining sales and Industry Food & Beverage
recapture lost consumers, Napster launched Reference No. COM0154P
its free downloading service. The case study Year of Pub. 2007
Liz Claiborne: The US Apparel discusses Napster’s strategies to regain Teaching Note Not Available
Retailer’s “Three-M’s” Strategy market share in the online music industry. Struc.Assign. Not Available
Keywords
During the mid-2000s, Liz Claiborne, a US Pedagogical Objectives
apparel retailer, was whacked by the Doughnuts and coffee; Value for money
changing dynamics in the apparel industry. • Understand the dynamics of online music
segment; Competition; New owner; Growth
The industry has been undergoing many industry.
strategy; Competitive Strategies Case
changes, due to consolidations among Study; New markets; Expanding menus;
· How Napster became a legendary icon.
major departmental stores and the stores Advertisements; Coffee market; Premium
preferring their own private labels. These · Impact of legal controversy on online segment; Market survey; Change outlook
changing market trends forced companies music business of stores; Expanded market; Online
to rethink ways of doing business. As a promotion; Product line; Global
result, companies implemented strategies · Reason for Napster downfall
Positioning System; Loyal clientele
to expand their brand portfolios and widen · Analyses the future prospects of Napster
the distribution network across channels. with reference to the increasing
To bring back its lost glory, William L. competition.
McComb, Liz Claiborne’s CEO, initiated Best Buy: Growth through
‘Three-M’s’ strategy – multi-brand, multi- Industry Music Sharing Segmentation
geography and multi-channel. Through Reference No. COM0155P
which he hopes to win out in the fiercely Year of Pub. 2007 Best Buy is a $30-billion-a-year consumer
competitive apparel industry. Teaching Note Available electronics superstore with more than 930
Struc.Assign. Not Available outlets across US and Canada. Its
warehouse-style superstores with yellow tag
Pedagogical Objectives Keywords logo offer branded consumer products like
• To analyse the value chain of the apparel Peer-to-peer (or P2P) music sharing televisions, DVD players, home audio, car
companies service; Internet; Mp3; Free downloading audio, computers, cameras, music, movies,
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7. software, games and personal computers. promotion; Morale boosting; Service Japan based leading automaker worldwide
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Since the 1990s, Best Buy followed ‘the quality; Online selling; Store extension and which offers a product portfolio including
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bigger the better’ strategy which helped it new openings passenger cars, sport-utility vehicles
grow but with increasing competition the (SUVs), minivans and trucks. It also
company felt the need to consolidate its manufactures automotive parts,
position. This case study discusses Best components and accessories.
Yahoo vs Google: The
Buy’s strategy to overcome competition.
Challenge The case study talks about the dynamics of
the US auto industry as of 2006-07 and
Pedagogical Objectives With the battle of portals heating up, position of the major players in the US
internet companies – Google and Yahoo! market- the US Big 3- General Motors(GM),
• The case evaluates the strategies adopted (Yahoo) are aggressively vying to become
by Best Buy, to segment its target Ford and DaimlerChrysler.The big three were
the world’s leading internet portal—the site experiencing huge losses by 2006-07 and
customers to overcome the increasing that most internet users rely on for
competition in the consumer electronics closing down some of their US
everything, from searching the web to manufacturing plants and rationalising their
market.
sending e-mail and catching up on the news. staff. In contrast, Toyota was flourishing in
Industry Retail By 2005, Yahoo has become much more its business and expanding its operations in
Reference No. COM0153P than a portal; it is a full-fledged media the US .It had become the second largest
Year of Pub. 2007 company. During 2006, Google’s player in the US in 2006. The case study
Teaching Note Available dominance in search continues to give it a discusses Toyota’s success in the US market
Struc.Assign. Not Available commanding lead in Internet advertising. in two stages: Stage 1: Since entry into the
The search engine major maintains its US market till 2003-04 when it became the
Keywords growth momentum through organic and second largest player in the US and Stage 2:
US retail industry; Future shop; Magnolia inorganic growth. Yahoo has missed out Toyota’s strategy to become No .1 from
Audio vedio; Geek squad; Accenture; on acquisitions and setbacks such as the 2004 onwards till 2006-07.
Musicland; Customer centricity model; delay of its search-advertising system, and
decelerating revenue growth are increasing
Reward zone; Competitive Strategies Case Pedagogical Objectives
Study; RFID tag; Studio D; Escape; Ask A the pressure on Yahoo. As analysts
Blue Shirt programme compared the two internet companies, the • To discuss business dynamics of US Auto
companies themselves try to outdo each Industry
other in areas such as search, advertising
and products and services. The case • To anlyse the changing trends in the US
ASDA: Competitive Strategy in UK compares the product offerings of the two auto industry
Retail Market companies, their strength in search and • To discuss Toyota’s strategy for
their advertising models and revenue. It achieving success in the US automobile
ASDA was the second largest supermarket also compares their growth strategy.
chain in the United Kingdom (U.K.). market.
Positioned as a value for money store, it
sold groceries, apparel, CDs, books, videos, Pedagogical Objectives Industry Automobile Industry
Reference No. COM0150P
and other household items. ASDA, which • The case discusses the critical success Year of Pub. 2007
was taken over by Wal-Mart in 1999, had factors in the IT industry Teaching Note Available
used the formula of Every Day Low Prices Struc.Assign. Available
(EDLP) to gain market share in the British • The case outlines Yahoo and Google’s
retail market. The initiative proved growth strategy Keywords
successful for a few years, but stopped • The case compares their new product Toyota; Camry; Corolla; Avensis; Lexus;
yielding results as competition increased. launches, search engines and advertising Tacoma; Tundra; US Auto industry;
In 2005, ASDA’s sales declined and market strategy Toyota’s strategy for success; Kaizen; JIT;
share fell from 16.7% in 2004 to 16.5% in
• The case discusses their future growth Lean manufacturing; Global Body Line;
2005. This case study discusses the strategy
prospects. Hybrid Vehicles; US youth market; pick up
adopted by ASDA’s to make a turnaround
trucks; Competitive Strategies Case Study;
Industry IT Industry CCC21; Value Innovation (VI)
Pedagogical Objectives Reference No. COM0151P
• Changes in retail industry in UK Year of Pub. 2007
• To analyse the ASDA’s Pricing Strategy
Teaching Note Not Available
The Future of Gap Inc
Struc.Assign. Not Available
Gap Inc (Gap) is one of the leading
• To discuss the ASDA’s trouble shooting Keywords
initiatives. international specialty retailers offering
Yahoo; Google; Search engines; business clothing, accessories and personal care
Industry Retail models in the IT industry; advertising products for men, women, children and babies
Reference No. COM0152P strategy; electronic mail; Competitive under the Gap, Banana Republic, Old Navy
Year of Pub. 2007 Strategies Case Study; desktop search; web and Forth & Towne brand names. Paul.
Teaching Note Not Available traffic; flickr; orkut; business goals; product Pressler (Pressler) who became Gap Inc’s
Struc.Assign. Not Available design CEO in October 2002 has been heralded for
his cost- cutting strategies that have restored
Keywords
financial discipline in the company. But
Supermarket chain; Wal-Mart; Value for there has been a trade-off. Pressler, who
Toyota’s Success in the US Auto has little retail experience, has not steered
money; Changing management; Business
management; Business strategies; Greg
Industry Gap toward its customers’ tastes. Realising
Benneman; Aggressive price; Competitive The Case study is about business strategies his mistakes, Pressler has changed his
Strategies Case Study; Competitors; Market of the auto company –Toyota Motor strategy in mid 2004 to generate growth.
share; Price-rollback strategy; In-store Corporation in the US market. Toyota is a He has revitalized the marketing strategy,
7
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8. tied up with renowned designers and increased Pringles– Combating the Launch continuous improvement; Competitive
the focus on emerging economies. Will he of Lays Stax Strategies Case Study; champion
Competition and Strategy/Competitive Strategies
succeed in rejuvenating Gap Inc and programme; inclusion; Toyota
attracting customers once again? Pringles the global market leader in the
‘potato crisps’ category in the US is facing Industry Auto Industry
a new threat. In late 2003, Frito Lays has Reference No. COM0146P
Pedagogical Objectives Year of Pub. 2007
launched Lays Stax—a variety of potato
• The case discusses the dynamics of the crisps that closely resembles Pringles. Teaching Note Not Available
US garment industry Though people across the world are Struc.Assign. Not Available
accustomed to the crunchy taste and the Keywords
• The case analyses Gap’s repositioning
unique packaging of Pringles, Frito Lays,
strategy and its decline Nokia Media Master; AMPS/TDMA; 3G;
is offering an extensive range of flavours
• The case debates over Gap’s revival in the potato crisps segment. It also offers Tetra; WAP; W-CADMA; Nokia E series;
strategy. unique packaging and competitive pricing Competitive Strategies Case Study;
and enjoys a huge distribution network. Symbian OS
Industry Garment Industry Being a market leader in the potato chips
Reference No. COM0149P market, Frito Lays is a formidable
Year of Pub. 2007
Teaching Note Not Available
competitor. How can Pringles maintain its HMV: Competing in the Digital
market share in the face of stiff
Struc.Assign. Not Available World
competition from Frito Lays?
Keywords The case can be used to teach competitive
HMV Group plc (HMV) was one of the
world’s leading retailers of music, DVD/
Gap; Competitive Strategies Case Study; strategy, branding strategy and market
video, computer games and books in the
Banana Republic; old navy; marketing strategy.
UK, US and Asia. An increase in the number
strategy; repositioning strategy; brand of online purchase of CDs and DVDs, a
cannibalisation; consumer preference; Pedagogical Objectives rise in digital downloads and stiffer
turnaround strategy; employee exodus; competition from general supermarkets
• Analyse the snack industry and the
SWOT analysis; merchandise had an adverse impact on HMV’s revenue
changing trends in the industry
in 2005. Changes in musical tastes also
• Pringles’ strategy vis-à-vis other brands affected HMV’s sales adversely. HMV
Southwest vs JetBlue in the • Relationship between product
hoped to improve its profitability by
Changing Market differentiation, brand premium and
initiating fresh price cuts and expanding
its online product offerings. To reverse the
pricing.
Southwest Airlines and JetBlue were two downfall, HMV introduced various
leading low cost airlines in the US. Both Industry Food & Beverage Industry initiatives. In late 2006, HMV had
airlines adopted a similar business strategy Reference No. COM0147P revamped its online and offline offer, as
to compete against each other in the LCC Year of Pub. 2007 well as its pricing, to turn itself around.
market in the US. However in 2006, the Teaching Note Available
two airlines faced increasing cost pressures Struc.Assign. Available Pedagogical Objectives
due to high costs, increased competition
and rising fuel prices. The case study Keywords • Business dynamics of HMV
discusses Southwest Airlines and JetBlue’s Potato chips; innovative packaging; · Impact of changing consumer taste and
strategies to overcome cost pressures and premium branding; Competitive Strategies preferences
compete against each other buy Case Study; pricing strategy; frito lays;
differentiating their services. impulse purchase; mini brands · Competition in music industry and its
impact on HMV
Pedagogical Objectives · HMV’s revitalizing strategies.
• The case compares the business model Managing Diversity at Toyota
Industry Music Industry
of the two leading companies in the field Reference No. COM0145P
Toyota Motor Corporation, a leading auto
of low cost airlines i.e. Southwest Airlines Year of Pub. 2007
manufacturer has built its reputation for
and Jet Blue Teaching Note Not Available
quality on the idea of continuous
• It evaluates various strategies adopted improvement and respect for people. In Struc.Assign. Not Available
by the two companies to gain cost 2001, it has launched the Toyota Diversity
Keywords
competitiveness. Strategy, a ten year, multi-billion dollar
sustainable commitment to minority Music retailer; waterstone; his master’s
Industry Airline Industry participation in Toyota. The strategy is voice; EMI; Billionconsumers’ taste;
Reference No. COM0148P based on minority participation, equal Competitive Strategies Case Study;
Year of Pub. 2007 opportunity and inclusion. It also uses a revitalizing; competitiors; market share;
Teaching Note Not Available mentoring programming called ‘champion online offering; new pricing and
Struc.Assign. Not Available programme’. For Toyota diversity is not promotional efforts; cyclic game market;
Keywords just a social responsibility but a business Ottaker; hmv.co.uk; Kiosksand
imperative. It believes that its strategic supermarket
Southwest airlines; jetBlue; low cost diversity plan reflected well on its business
airlines; David neeleman; New Air; XM culture.
satellite radio; Embraer; homesourced
reservation system; Airbus A320; hobby H&M vs Zara: Competitive
Pedagogical Objectives
Airport; Morris air; Competitive Strategies Growth Strategies
Case Study; Arizona One • HR; Diversity; Quality; Corporate
The case compares the competitive growth
responsibility; minority participation;
strategies of two ‘fast fashion’ retailers –
8
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