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Cases for Undergraduate

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Groupon India: The Great Onion Digital Sale

by Srinivas K. Reddy, Sarita Mathur, Meghana Vasisht
Discipline:
Marketing
The case looks at the impact of an innovative digital marketing campaign to bring in new customers and increase brand awareness and recognition. In September 2013, Groupon India, a local e-commerce marketplace, decides to sell onions online. The price of onions in India has been rising sharply...
S$6.00

Microsoft IT India: A Journey in Business Model Transformation

by Indranil Bose, Ashish Jha, Havovi Joshi
Discipline:
Organisational Behaviour and Leadership, Human Resources Management
This case is set in July 2013, at the Microsoft IT (MSIT) – India headquarters in Hyderabad. In 2010, when Raj Biyani, as 12-year veteran from Microsoft Redmond takes over MSIT’s operations Hydrabad, he is faced with low morale and high attrition rates due to a fragmented organisational structure....
S$6.00

Rolls-Royce in Singapore: Harnessing the Power of the Ecosystem to Drive Growth

by Arnoud De Meyer, Peter Williamson, Havovi Joshi, Christopher Dula
Discipline:
Public-Private Partnerships, Operations Management, Human Resources Management, Entrepreneurship and Innovation
In order to meet increased demand for new aircraft-engine orders coming from customers in Asia, Rolls-Royce strategises and facilitates the company’s largest investment to date: the US$565 million Seletar Campus in Singapore – a 154,000 square metre site housing cutting-edge manufacturing, training...
S$6.00

Singapore Airlines Scoots into the Low-Cost Long-Haul Category

by Willem Smit, Christopher Dula
Discipline:
Marketing
Scoot is a new subsidiary airline of the Singapore Airlines Group (SIA) launched in November 2011. It is a low-cost, medium to long-haul carrier that is independently operated and based out of Changi Airport in Singapore. The low-cost carrier model is thriving as income levels continue to rise...
S$6.00

Traphaco: Choices for the Future

by Mats Lingblad
Discipline:
Strategy, Marketing
This case describes the traditional medicine market in Vietnam, with a particular focus on Traphaco, the largest traditional medicine manufacturer in the country. In 2013 the company is performing well, but its general director is concerned about adjusting to, and taking advantage of, changes in...
S$6.00

Chingay Parade: Opportunities in Community Engagement and Corporate Social Responsibility in Singapore

by Charles Chow, Christopher Dula
Discipline:
Public-Private Partnerships, Ethics and Social Responsibility, Communications
In 2013, Nah Juay Hng, chairman of the parade executive committee in the People’s Association (PA), is managing Singapore’s Chingay Parade, which takes place annually during the Chinese New Year celebrations. The PA is a government agency in Singapore responsible for promoting racial harmony and...
S$6.00

The Daily Times in Changing Times: The Hong Kong Daily Times

by Richard R. Smith
Discipline:
Strategy, Organisational Behavior and Leadership
This multi-part case is set in Hong Kong, with a third generation leader of a successful newspaper facing market challenges threatened by the Internet. Part A of the case provides the context and outlines the challenges faced by the newspaper: high production costs, mixed results with a new...
S$6.00

Vista View Corporation: Implementing a Global Manufacturing Project in China

by Subrata Pal
Discipline:
Operations Management, Human Resources Management
Vista View Corporation is an American pharmaceutical company manufacturing and sells both prescription and over-the-counter eye care products, with branches in 50 countries. Since 2008, Vista View has been consolidating its business within its consumer products division to focus on emerging market...
S$6.00

City Developments Limited: A Journey in Sustainable Business Development

by Hwang Soo Chiat, Havovi Joshi
Discipline:
Sustainability Management, Organisational Behaviour and Leadership, Ethics and Social Responsibility, Communications
City Developments Limited (CDL), one of Singapore’s leading international property and hotel conglomerates involved in real estate development and investment has developed over 22,000 luxurious and quality homes in Singapore, catering to a wide range of market segments. CDL has won numerous awards...
S$6.00

Gillette’s “Shave India Movement”: Razor Sharp against the Stubble

by Srinivas K. Reddy, Christopher Dula, Adina Wong
Discipline:
Marketing, Entrepreneurship and Innovation
This case won the Inclusive Business Models category at the EFMD Case Writing Competition 2014 and commended at the Emerald and SMU Case Competition 2013.
More details here.

This is a two-part case series. Case A begins in April 2010, where Sharat Verma, the brand manager for Gillette India,...
S$6.00

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