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Cases by Kapil Tuli

Displaying 1 - 10 of 10 results

S4Capital: Disrupting the Advertising Industry

by Kapil Tuli, Sheetal Mittal, Wee-Kiat Lim
Discipline:
Strategy
Set in 2021, the case highlights how S4Capital, a digital-first advertising and marketing services company, develops a disruptive and innovative business model to meet the industry’s growing demand for agility, digital prowess, flexibility, and efficiency, better than the traditional, analogue,...
S$6.00

Pinduoduo: Raising An 824 Million-Strong E-Commerce Empire Under Six Years

by Kapil Tuli, Wee-Kiat Lim
Discipline:
Marketing
At 824 million, Pinduoduo had the most customers in global e-commerce as of March 2021. It had also expanded aggressively into grocery shopping with Duo Duo Grocery, riding on the demands that emerged during the COVID-19 pandemic, and set its sights on becoming the world’s grocer. Despite its...
S$6.00

Bynd Artisan: A Retail Luxury Brand’s Journey of Innovation and Transformation

by Kapil Tuli, Sheetal Mittal
Discipline:
Brand management
Set in May 2020, this case describes the entrepreneurial journey of Bynd Artisan (Bynd), a Singapore-based atelier that sold premium paper and leather goods. Founded by Winnie Chan and James Quan in October 2014 as an entity distinct from Chan’s traditional paper and leather goods family business,...
S$6.00

Visa: Adapting to a World of Fintechs

by Kapil Tuli, Sheetal Mittal, Christopher Boncimino
Discipline:
Innovation focused strategy
This case describes Visa Inc’s (Visa) challenges in light of the growing influence of financial technology companies (fintech) in the payments space. In 2018, Visa had firmly established its leadership in the industry with its ubiquitous network of merchants, customers, and financial institutions...
S$6.00

Iuiga’s Conundrum: ‘Clicks’’ Only or ‘Bricks’ Too?

by Kapil Tuli, Sandeep R. Chandukala, Sheetal Mittal
Discipline:
Growth Strategy
Set in 2018, the case describes how Zang Hao, the CEO and co-founder of Iuiga, a Singapore based e-commerce start-up, eschewed the conventional e-retailing model by acquiring complete control over its value chain including ownership of the items retailed through the adoption of original design...
S$6.00

DFS: Insuring Customer Service Excellence Through E-Learning

by Kapil Tuli, Christopher Dula
Discipline:
Human Resources Management, Employee Development
In early January 2017, Vanessa Teo, Director of Global Learning and Talent Development at the DFS Group, is outlining the airport retailer’s e-learning strategy. The Group had already invested significant resources in various training, learning and development programmes. These programmes, housed...
S$6.00

Planes, Trains and Social Media

by Kapil Tuli, Christopher Dula, Sheetal Mittal
Discipline:
Marketing, Internet Marketing
Set in 2016, the case explores the role of social media in the public transportation sector. It highlights how social media has emerged to be a dominant platform offering both opportunities and challenges for organisations. SMRT, a mass service provider in Singapore, counted amongst the best in the...
S$6.00

Jungle Beer: An Entrepreneur’s Journey

by Kapil Tuli, Christopher Dula
Discipline:
Operations Management, Marketing, Entrepreneurship and Innovation
This case won the Entrepreneurship category at the EFMD Case Writing Competition 2014.
More details here.

This case follows Aditya Challa, a craft beer aficionado whose passion for good beer led him on an international quest to study the art of brewing in Scotland and eventually to Singapore,...
S$6.00

TATA Chemicals Brand Consolidation: Power of One?

by Sujit M Patil, Kapil Tuli, Kevin Sproule
Discipline:
Strategy, Marketing
In July 2010, Sujit Patil, head of corporate communications for Mumbai-based Tata Chemicals Limited (TCL) has to develop a company branding strategy after a series of acquisitions. TCL has acquired several of the top producers in the soda ash business, making it a commanding player in the global...
S$6.00

‘Udaan’: Tata Salt’s Endeavour to Grow Market Leadership

by Kapil Tuli, Havovi Joshi, Jyoti Patankar
Discipline:
Strategy, Marketing
This case is set in September 2007 and revolves around Parag Gadre – the head of sales and marketing at Tata Chemicals Limited (TCL) – wondering how he can best boost the market share of Tata Salt, one of the flagship products of TCL. The dilemma is particularly interesting, as Tata Salt has been...
S$6.00

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