Skip to Navigation

Amitava Chattopadhyay


Amitava Chattopadhyay
Emerging Market Multinationals - Amitava Chattopadhyay


Johnnie Walker: Reigniting Growth

 
  Aug, 2017

The debate of whether to be global or local has been an important strategic issue for the past several decades.  The case describes Johnnie Walker’s efforts to move from a multi-local product focused brand to a global master brand.  It makes the  point that global branding is a strategic business decision. It requires an understanding…

Johnnie Walker: Reigniting Growth

Branding in an Emerging Market: Strategies for Sustainging Market Dominance of the Largest Apparel Brand in India

 
  May, 2016

This case illustrates the key issues and challenges in creating and sustaining a successful brand in emerging markets. Peter England, India’s largest apparel brand by sales volume, was struggling to formulate a strategy to sustain the brand’s market dominance. Indian consumer tastes were changing rapidly, making it difficult for any brand to stay relevant and…

Branding in an Emerging Market: Strategies for Sustainging Market Dominance of the Largest Apparel Brand in India

Aarong: Social Enterprise for Bangladesh’s Rural Poor

 
  Jun, 2015

  Aarong, the retail arm of BRAC, a non-profit development organization based in Bangladesh, was created in 1978 to provide employment, income generation and social development opportunities for underprivileged women through the revival and promotion of Bangladeshi handicrafts. Profits from Aarong were used to extend such opportunities to more low-income producers and to cross-subsidize BRAC…

Aarong: Social Enterprise for Bangladesh’s Rural Poor

BASIX: Microfinance is but a Part of the Solution

 
  Apr, 2015

BASIX, headquartered in Hyderabad, was the brand name of a group of entities with 6,000 outlets offering financial and livelihood promotion services throughout rural India. Despite its impressive progress in poverty alleviation, raising funds to continue such work was increasingly challenging, as BASIX found when it sought to raise Rs 2.5 billion in capital from…

BASIX: Microfinance is but a Part of the Solution

Fabindia: Branding India’s Artisanal Craft for Mass Retail

 
  Mar, 2015

As India’s most iconic garments and home furnishings company, Fabindia had come a long way from its humble beginnings as an export shop in 1960, selling handloom fabrics to overseas customers. In 1976, Fabindia started domestic operations in India, and in the next 38 years it had become synonymous with quality handmade products procured from…

Fabindia: Branding India’s Artisanal Craft for Mass Retail

Arogya Parivar – Novartis’ BOP strategy for healthcare in rural India

 
  Nov, 2014

There was a large segment of low-income population comprising about 1.2 billion people, with incomes between US$2-5 a day with no bank accounts, no access to modern financial services, no phones, dependent on informal or subsistence livelihoods and lacked access to amenities and basic healthcare. Addressing these unmet needs could create significant market opportunities for…

Arogya Parivar – Novartis’ BOP strategy for healthcare in rural India

Ararat Brandy: Transforming a Legend in to a Modern Icon

 
  Aug, 2014

Ararat, the largest brand of brandy in Russia, with an enviable 32% market share and a long history, was one of the jewels in Pernod Ricard Russia’s alcoholic beverage portfolio. After a recent product update, five key questions needed to be answered: 1. Which consumer segment(s) should ArArAt be targeted at? 2. What should be…

Ararat Brandy: Transforming a Legend in to a Modern Icon

Healthy Oils India: Cooking Up a Success in the Indian Edible Oils Market

 
  Jul, 2014

Healthy Oils, the Indian subsidiary of a global multi-business giant owns a portfolio of four edible oil brands.  While the four  brands were recognized by consumers looking for cooking oil, they were not amongst the top five in terms of brand awareness, nor were they the top choice in the ‘most often used’ category, except…

Healthy Oils India: Cooking Up a Success in the Indian Edible Oils Market

Mindray Medical International Limited: Going Global from China

 
  Mar, 2014

Mindray Medical International Limited was the second largest medical device manufacturer in China with global sales of 2.23 billion RMB in 2007. Since 2002, Mindray had launched between seven and nine new products every year across four product lines: Patient Monitoring & Life Support products, the In-Vitro Diagnostic Products, Medical Imaging Systems and Veterinary. In…

Mindray Medical International Limited: Going Global from China

BYD (Build Your Dreams): Journey to Green Dreams

 
  Nov, 2013

The case describes the history of BYD and its entry in to batteries and then automotives, and the innovations that drove the competitive advantage of the business. BYD entered the automotive industry hoping to leverage its capabilities in batteries. However, it is struggling and in a downward spiral. What should it do?

BYD (Build Your Dreams): Journey to Green Dreams

Grupo Britt N.V.

 
  Dec, 2011

The case is about the Britt Group of Costa Rica, which markets coffee, chocolates, cookies, etc. in its home market, as well as in several Latin American markets, the United States, and more recently outside of the Americas as well. In the course of its development, the company has developed the Britt Shop concept as…

Grupo Britt N.V.

WIPRO: Building a Global B2B Brand

 
  Sep, 2011

WIPRO is India’s third largest IT service provider. It has grown dramatically in the last decade and in 2006 is a company that operated in 29 countries, employing 75,000 people, with revenues of US$3.5 billion. It had aspirations to continue its growth trajectory that had seen its IT business grow from a mere US$75 million…

WIPRO: Building a Global B2B Brand

LG in India: Reinventing the Brand

 
  Nov, 2008

As LG Electronics India Limited’s (LGEIL) tenth birthday approached, the Indian subsidiary of Korean-based LG Electronics was taking stock of its achievements and the challenges that lay ahead. At its inception, LGEIL had been driven by two desires: to build a premium brand and to rank number one in market share in each and every…

LG in India: Reinventing the Brand

MAS Holdings: Leveraging Corporate Responsibility

 
  May, 2008

As a contract manufacturer of intimate apparel, sportswear and casual wear for brands such as Victoria’s Secret, Nike and Marks & Spencer, MAS Holdings of Sri Lanka had made a concerted investment in being a socially responsible company. However, other garment suppliers in direct competition did not necessarily adhere to the same standards. Thus, MAS…

MAS Holdings: Leveraging Corporate Responsibility

LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators

 
  Nov, 2007

The case describes the LG Electronics’ efforts to establish itself in the US market for white goods. It focuses on the refrigerator business, and details LG’s efforts to establish itself from 2002, when the LG brand is launched to 2006. The case focuses on the question of what should LG’s refrigerator line up in North…

LG Electronics Inc.: Breaking the Ice in the North American Market for Refrigerators

Rasurel: Reviving an Ageing Brand

 
  Nov, 2004

The case describes the challenges facing Rasurel, the swimwear brand of Lejaby, a French lingerie company, which has set itself the ambition of revitalizing the image of Rasurel in the minds of consumers. Bruno de Lalande, the newly appointed Marketing & Sales Director, has invested heavily in market research in order to better understand the…

Rasurel: Reviving an Ageing Brand

Tata Tea Limited

 
  Nov, 2004

Tata Tea (now Tata Global Beverages) has a strong presence in India, its home market, based on a value proposition of guaranteed freshness and quality stemming from its control of the supply chain from “tea bush to teacup.” Tata Tea has expertise in plantation management and tea cultivation. It sells mainly to the mass market…

Tata Tea Limited

Ranbaxy Laboratories Limited: At the Crossroads

 
  Nov, 2003

The case describes the challenges facing Ranbaxy, the third largest pharmaceutical company in India, which has set itself the goal of moving from the branded generic space to the greater value added branded pharmaceutical space. It has developed a one-a-day delivery system for ciprofloxacin a widely used antibiotic that is about to go off patent….

Ranbaxy Laboratories Limited: At the Crossroads

LG Electronics Inc.: Making Waves in the North American Market for Washing Machines

 
  Nov, 2002

The case describes the LG Electronics’ efforts to establish itself in the US market for white goods. It focuses on the washing machine business, and details LG’s efforts to establish itself from 2002, when the LG brand is launched to 2006. The case focuses on the launch of the new washing machine platform in 2006,…

LG Electronics Inc.: Making Waves in the North American Market for Washing Machines

Brita: In Search of a Winning Strategy

 
  Oct, 2002

The case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1988, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what should Brita do…

Brita: In Search of a Winning Strategy

Hyundai Card/Hyundai Capital and GE Money: Re-branding Decisions in a Successful Joint Venture

 
  Aug, 2002

The case describes the history of the joint venture between Hyundai Card and Capital and GE Money which was kicked off by an initial JV between Hyundai Capital and GE Money in October 2004, shortly followed by a JV between GE Money and Hyundai Card in October 2005. The total initial investment (equity injection and…

Hyundai Card/Hyundai Capital and GE Money: Re-branding Decisions in a Successful Joint Venture

Natura: Expanding Beyond Latin America

 
  Jun, 2002

The case focuses on the internationalization of Natura, a Brazilian cosmetics company. It describes the firm’s history and its steps in internationalization across Latin America. It focuses on the question of where next, as the firm’s horizons stretch beyond Latin America, following its IPO.

Natura: Expanding Beyond Latin America

BBVA: From Selling Services to being a Brand

 
  Apr, 2002

At the time of writing this case, BBVA was a bank with 35 million customers and operations in 37 countries. The bank was created in 1999, through the merger between BBV and Argentaria, two large Spanish banks. The case is set in 2002, when the bank had experienced two year-on-year drops in customer satisfaction, a…

BBVA: From Selling Services to being a Brand




Recent Tweets



Tue, 14 Nov @ 02:40 am

Given people believe this, it's clear how #Trump got elected! "Why do people still think the Earth is flat?" https://t.co/7XbWqZecC4

via Hootsuite
Fri, 10 Nov @ 06:53 am

@narendramodi BSNL WIMAX simply doesn't work in Kumaon. Every day story about network problems. Halts development. Can you help?

via Hootsuite
Fri, 03 Nov @ 12:50 am

Totally share the sentiment having first arrived in the US in 1981. "The time when America stopped being great" https://t.co/QlKeEJzb70

via Hootsuite
Tue, 17 Oct @ 09:35 am

#Ubersucks! 1-sided policy! Typical, customer unfriendly, money grubbing business! https://t.co/phiQpZAy1Q

via Twitter Web Client
Tue, 17 Oct @ 09:33 am

#Uber to charge if passengers show up late. But, no provision for driver arrival time off by more than 3 mins! https://t.co/phiQpZAy1Q

via Twitter Web Client
Mon, 16 Oct @ 05:20 pm

Divisive #BJP moron. No words to describe. #ShameSangeetSom "Indian politician: 'Taj Mahal built by traitors'" https://t.co/HqaZMoPmeb

via Hootsuite

  Close About Papers Cases Books Teaching Musings Media Gallery Ask Amitava