THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

EXECUTIVE MASTERS IN

USINESS A!MINISTRATI"N

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

Case I PANDIT TO AFAUZI T#e $ase %s base& 'n an a$tual %n$%&ent (#%$# t''k )la$e %n an Arm* un%t ')erat%'nall* &e)l'*e& %n a +%el& area ,ust a +e( m'nt#s be+'re t#e 1-.1 s#'(&'(n (%t# /ak%stan0 T#e '))'s%ng +'r$es '+ In&%a an& /ak%stan (ere tak%ng t#e%r res)e$t%1e )'s%t%'ns %n a )re2(ar s$enar%'0 T#e $l'u&s '+ s#'(&'(n (ere l''m%ng large '1er t#e #'r%3'ns '+ b't# t#e $'untr%es0 T#e rumbl%ng '+ '(n tanks an& guns4 t#e re$'nna%ssan$e4 lea&ers '+ &%++erent arms an& ser1%$es establ%s#%ng l%a%s'n (%t# 'ne an't#er %n t#e )r'$ess '+ +'rmulat%ng )lans +'r b't# &e+en$e an& atta$k4 &%gg%ng '+ ma%n an& $'nt%ngen$* )'s%t%'ns (as %n )r'gress4 $'m)lete (ar ma$#%ner* (as be%ng m'b%l%3e&4 $am'u+lage&4 an& $'n$eale&0 Ammun%t%'n an& 't#er ex)l's%1es (ere be%ng unl'a&e& an& &ug &'(n0 5un%'r lea&ers (ere be%ng br%e+e& an& rebr%e+e&4 $'mmun%$at%'ns (ere be%ng $#e$ke&4 an& tr'')s (ere be%ng m't%1ate& an& l''ke& a+ter as m'st '+ t#em (ere green be$ause '+ t#e%r su&&en %n&u$t%'n %n t#e Arm* %n )'st (ar &a*s '+ 1-670 Su$# (as t#e s$ene (#%$# $'n1%n$e& all an& sun&r* t#at (ar (as %mm%nent0 M'st '+ t#e tr'')s l''ke& +'r(ar& t' a s#'(&'(n ma%nl* be$ause t#e* (ante& t' get r%& '+ t#e #ea1* ammun%t%'n as als' +'r t#e mere t#r%ll '+ %t0 T#'se (#' #a& n't seen a battle4 seeme& ex$%te& '1er t#e )r's)e$ts '+ a (ar an& t#'se (#' #a& seen t#e (ar4 t''k e1er*t#%ng %n t#e%r str%&e4 &%s)la*%ng a )er+e$t $''l4 $alm an& $'n+%&ent $'untenan$e0 "ne Ram al% M%s#ra 8R M9 (as a ra( an& green ,a(an '+ ab'ut :0 *ears '+ age an& t('

*ears; ser1%$e an& naturall* #a& n't seen a (ar0 <e (as relat%1el* tall4 (ell bu%lt (%t# +a%r $'m)lex%'n0 <e #a& )leasant manners4 turne& #%msel+ 'ut (ell an& s)'ke (ell0 <e (as a $'m)lete teet'taler4 n'n2sm'ker4 an& a 1egetar%an0 <e (as (ell e&u$ate& an& (ell 1erse& %n rel%g%'us a++a%rs4 )art%$ularl*4 '+ t#e rel%g%'n t' (#%$# m'st '+ t#e un%t bel'nge&0 In t#e absen$e '+ t#e rel%g%'us tea$#er '+ t#e un%t4 #e #el& rel%g%'us %nst%tute 8&#aramst#al9 an& ga1e rel%g%'us &%s$'urses at t#e &#aramst#al t' all '++%$ers4 ,un%'r $'mm%ss%'ne& '++%$ers 5C"s94 n'n2 $'mm%ss%'ne& '++%$ers 8NC"s9 an& ,a(ans0 !ur%ng t#e )re2(ar &a*s4 #e (as )er+'rm%ng t#e &ut%es '+ a Sa#a*ak 8ass%stant4 +'rmerl* kn'(n as 'r&erl*9 t' Gun /'s%t%'n "++%$er 8G/"94 a *'ung '++%$er4 '+ t#e rank '+ a Se$'n& =%eutenant (%t# 'ne *ear '+ ser1%$e0 R M;s $#arter '+ &ut%es %n$lu&e&: 8a9 atten&%ng all t#e tra%n%ng a$t%1%t%es '+ #%s tra&e 8tele)#'ne ')erat'r9 (#%$# (ere be%ng 'rgan%3e& %n t#e sub2un%t>

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

8b9 mak%ng arrangements t' get t#e +''& +r'm t#e '++%$ers; mess an& (ater +r'm t#e tube2 (ell +'r t#e '++%$e> an& 8$9 atten&%ng t#e tele)#'ne an& n't%ng &'(n all t#e messages +'r t#e '++%$e0 * 1%rtue '+ t#e nature an& t%m%ngs '+ t#ese &ut%es4 R M (as ex$use& )#*s%$al tra%n%ng %n t#e m'rn%ng an& games %n t#e e1en%ng (#%$# all 't#er ,a(ans '+ t#e sub2un%t atten&e&0 <e (as generall* #a))* (%t# t#ese &ut%es an& ('rk%ng (%t# t#e '++%$er: A+ter a s#'rt s)an '+ a (eek 'r s'4 t#e '++%$er n't%$e& s'me $#anges %n t#e be#a1%'r '+ R M0 <e als' l''ke& )ale an& ('rr%e&0 <e (as less talkat%1e4 less l%1el* an& #%s %ntera$t%'n (%t# 't#er ,a(ans &e$rease&0 <e starte& kee)%ng al''+ ex$e)t (#ere #%s &ut%es (arrante& %ntera$t%'n (%t# 't#ers0 T#e '++%$er tr%e& t' +%n& t#e reas'ns +r'm R M but n't#%ng emerge& ex$e)t a s#* an& $'* sm%le an& ?a%s% t' k'% baat Na%4 Sa#%b@0 T#e '++%$er tr%e& t' )r'be +urt#er t' +%n& 'ut %+ s'me gu%lt $'ns$%en$e (as b't#er%ng #%m be$ause '+ s'me ba& #ab%t (#%$# *'ung man '+ #%s age %s l%kel* t' +all )re* t'4 %n t#e absen$e4 '+ e1en 1%sual $'nta$t '+ $%1%l l%+e an& members '+ t#e '))'s%te sex0 T#%s (as &en%e& 1e#ementl*0 A+ter an't#er (eek 'r s'4 %t (as n't%$e& t#at R M #a& &e1el')e& $'nst%)at%'n4 ate 1er* l%ttle4 +elt t%re& a+ter (alk%ng e1en a +e( #un&re& *ar&s an& #a& be$'me (eak0 <e (as %nter1%e(e& b* t#e '++%$er but n't#%ng emerge& 'n$e aga%n0 <e (as sent t' t#e Reg%mental Me&%$al "++%$er 8RM"90 T#e RM" %ns)e$te& #%m an& ga1e s'me me&%$%nes0 "n be%ng $'nta$te& b* t#e '++%$er4 t#e RM" ment%'ne& t#at t#ere (as n't#%ng (r'ng me&%$all* (%t# R M ex$e)t t#at #e (as s$are& '+ t#e )r's)e$ts '+ (ar0 <e e1en &%s$l'se& t#at a+ter #a1%ng been me&%$all* exam%ne&4 R M e1en starte& g%1%ng a &%s$'urse t' t#e RM" 'n t#e ba& e++e$ts '+ a (ar 'n en1%r'nment4 e$'n'm*4 $'sts4 et$0 <e state& t#at )e')le ('ul& be l'a&e& (%t# su++er%ngs> k%lle&4 %n,ure&4 ma%me&4 an& ('ul& be$'me #'meless0 T#e $#%l&ren ('ul& be$'me 'r)#ans4 ('men (%&'(e&4 an& t#e #uman%t* ('ul& su++er0 <e 1e#ementl* a&1%se& t#e RM" t' make all attem)ts t' st') t#e (ar an& %+ #e $'ul&4 at least '))'se %t0 A+ter a br%e+ $'n1ersat%'n4 t#e RM" (as $'n1%n$e& t#at all t#e s*m)t'ms )'%nte& t' a +ear )s*$#'s%s '+ (ar0 <e ga1e s'me me&%$%nes t' R M an& sent #%m t' t#e sub2un%t0 T#e RM" t'l& t#e G/" t#at be$ause '+ t#e ('rr* ab'ut t#e (ar4 R M #a& &e1el')e& )r'blems '+ &%gest%'n an& #en$e4 ate less4 be$ame %na$t%1e an& +elt t%re& Au%$kl*0 <e #a& earl%er been +eel%ng s#* '+ ex)ress%ng #%s a))re#ens%'ns ab'ut t#e (ar t' 't#ers4 lest t#e* $'ns%&er #%m a $'(ar&0 T#e G/" ga1e a t#'ug#t t' t#e (#'le )r'blem an& %nter1%e(e& R M4 a&1%s%ng #%m t' atten&B all )#*s%$al a$t%1%t%es4 %n$lu&%ng )#*s%$al tra%n%ng4 (ea)'n tra%n%ng4 games4 et$0 t#en$e 'n0 T#e '++%$er als' )lanne& t' kee) R M am'ng t#e )ers'ns '+ #%s tra&e4 s)e$%all* %n t#e $'mman&

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

)'st (#%$# $'ntr'lle& t#e +%r%ng '+ t#e guns4 (#ere +r'm t#e '++%$er #%msel+ (as ex)e$te& t' $'ntr'l t#e; +%re %n $ase '+ break'ut '+ (ar0 A small $a&re 8$lass9 (as 'rgan%3e& +'r all ranks '+ t#e sub2un%t t' a))r%se t#em '+ t#e 'rgan%3at%'n '+ all arms an& ser1%$es %n t#e arm*4 start%ng +r'm t#e le1el '+ a sub2un%t0 T#e* (ere ex)la%ne& t#e ta$t%$s %n t#e battle+%el&s4 t#e &e)l'*ment )atterns '+ &%++erent arms4 t#e )attern an& m'&es '+ su))'rt b* t#e A%r C'r$e4 t#e $a)ab%l%t%es '+ (ea)'ns #el& b* t#em4 t#e $'m)arat%1e s%3es '+ t#e $'untr%es4 In&%a 1ersus /ak%stan4 an& t#e le1el '+ +'r$es #el& b* t#em0 T#e* (ere als' ex)la%ne& t#e $ause +'r (#%$# t#e* (ere t#ere0 T#e* (ere t#ere t' make t#e%r $'ntr%but%'n t'(ar&s t#e l%berat%'n '+ angla&es# 8t#en East /ak%stan94 (#ere+r'm ab'ut a $r're re+ugees #a& entere& In&%a be$ause '+ t#e re)ress%'n b* /ak%stan +'r$es0 T#ese re+ugees #a& be$'me a bur&en 'n t#e In&%an e$'n'm* an& s'$%al stru$ture (#%$# In&%a $'ul& n't a++'r&0 T#us4 In&%a4 t#e +'rem'st lea&er '+ )ea$e l'1%ng nat%'ns4 #a& t' )re)are +'r (ar t' ensure return '+ t#ese re+ugees t' l%berate& angla&es#0 At t%mes4 t' ma%nta%n )ea$e4 %t be$'mes ne$essar* t' res'rt t' (ar0

T#e )art%$%)ants (ere als' t'l& ab'ut t#e strengt# '+ t#e%r Arm* an& &e)l'*ment %n t#at area4 '+ $'urse4 (%t#%n t#e $'nstra%nts '+ se$ur%t* reAu%rements0 T#e* (ere als' t'l& t#at n'ne '+ t#em ('ul& rema%n al'ne e1en &ur%ng t#e (ar an& t#at t#e%r sub2un%t an& t#e un%t ('ul& al(a*s +%g#t t'get#er0 T#e* ('ul& al(a*s #a1e t#e%r (ea)'ns an& ammun%t%'ns (%t# t#em4 (#%$# t#e* (ere 1er* g''& at +%r%ng0 T#e )r'$ess '+ me&%$al $are4 t#e $la%m '+ e1a$uat%'n %n $ase '+ ser%'us %n,ur%es an& t#e en#an$e& bene+%ts an& $'m)ensat%'n t' +am%l%es %n $ase '+ &eat# '+ a s'l&%er4 t#en ann'un$e& b* t#e g'1ernment4 (ere als' $'mmun%$ate& t' t#em0 T#e rel%ab%l%t* '+ In&%a;s +r%en&s 'n t#e %nternat%'nal s$ene (as als' %nt%mate&0 T#e ta$t%$s4 $a)ab%l%t%es '+ a%r$ra+ts an& (ea)'ns4 an& rel%ab%l%t* '+ /ak%stan;s +r%en&s (ere als' br'ug#t 'ut0 T#e &%sa&1antages an& &%++%$ult%es '+ su))l* t' t#e t#en East /ak%stan (ere ex)la%ne& t' t#e )art%$%)ants0 T#e ge'gra)#%$al l'$at%'n '+ East /ak%stan %n relat%'n t' 'ur $'untr* (as als' &es$r%be&0 E1er*b'&* (as $'n1%n$e& '+ t#e great a&1antages an& su)er%'r%t* (e #a& 1%s2a21%s /ak%stan0 T#en$e 'n4 R M (as a t'tall* $#ange& man0 <e (as n't%$e& t' be m're a$t%1e4 %nterm%ngl%ng (%t# 't#ers at t#e sl%g#test )retext an& '))'rtun%t*4 g%1%ng &%s$'urses ab'ut l'*alt* t' t#e $'untr* an& mart*r&'m0 <e t''k keen %nterest %n all t#e tra%n%ng a$t%1%t%es4 %n$lu&%ng t#e &%gg%ng '+ a number '+ $'nt%ngen$* gun )'s%t%'ns0 <e 1'lunteere& t' g' (%t# n%g#t )atr'ls t''4 (#%$# ')erate& t' s#''t bursts '+ r'un&s (%t# l%g#t ma$#%ne guns %n trees an& gr'1es $l'se2b*4 (#ene1er t#e guns (ere &e)l'*e& at a ne( )la$e0 <e 1'lunteere& t' 1enture 'ut (%t# t#e l%ne )art* (#%$# (as earmarke& t' la* tele)#'ne l%nes '1er l'ng &%stan$es t#r'ug# sugar$ane +%el&s0 <e starte&

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

(at$#%ng t#e slaug#ter%ng '+ g'ats %n t#e un%t0 Ab'1e all4 #e starte& eat%ng eggs4 t#'ug# #e &%& n't t'u$# meat0 T#%s trans+'rmat%'n %n R M (as a (el$'me s%g#t an& a))re$%ate& b* all0 E1er*'ne #ea1e& a s%g# '+ rel%e+ 'n see%ng R M be$'m%ng a bra1e @Cau3%@ +r'm a t%m%& @/an&%t@ 0 T#e RM" (as %n+'rme& '+ t#%s trans+'rmat%'n0 <e t'' +elt #a))*0 <%s $'ntr%but%'n #a& been n' less %n &%agn's%ng t#e $ause '+ s%$kness $'rre$tl*0 T#e $a&re (as $'n&u$te& +'r t#e (#'le sub2un%t (%t# a 1%e( t' era&%$ate an* a))re#ens%'ns +r'm t#e m%n&s '+ 't#ers t''4 %n $ase t#ere (ere an*4 an& t' e&u$ate all0 T#e $a&re )r'1e& t' be a great su$$ess0 It m't%1ate& t#e (#'le l't4 ma&e t#em m're $'n+%&ent an& rea&* t' +a$e t#e $#allenge bra1el*0 T#%s (as subseAuentl* a))arent (#en t#e #'st%l%t%es starte&0 QUESTIONS: What was the cause of fea !" #BM$ What we e the s%&'to&s of fea (!s')a%e( *% #BM$ How (!( the #MO co&e to +"ow of the wa 'ho*!a of #BM$ What act!o"s shou)( *e ta+e" to a,o!( *u!)(!"- u' of fea Wh!ch of these ste's we e ta+e" *% the off!ce $ a&o"- the t oo's$

1. 2. 3. 4.

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

Case II HE WHO #IDES A TIGE# In t#e Dear '+ t#e D'ut#4 t#e aut#'r t''k u) a resear$# )r',e$t 'n *'ung %n&ustr%al ('rkers0 It %n1'l1e& $'m)ar%ng *'ung an& 'l& ('rkers0 T(' %n&ustr%es )r'&u$%ng t#e same ma$#%nes at s%m%lar te$#n'l'g%$al le1el (ere sele$te&0 "ne bel'nge& t' t#e )r%1ate se$t'r an& t#e 't#er t' t#e )ubl%$ se$t'r0 E#%le t#e latter (as starte& a &e$a&e later t#an t#e +'rmer4 %t #a& a$#%e1e& greater ex)ans%'n0 't# (ere l'$ate& %n t#e same state0 e+'re (e $'ul& laun$# 'ur stu&*4 as a A+ter (e 'bta%ne& ne$essar* )erm%ss%'n t' $'n&u$t 'ur stu&*4 (e rea$#e& t#e m'+uss%l t'(n (#ere t#e )r%1ate se$t'r %n&ustr* (as l'$ate&0 matter '+ )r%n$%)le4 (e (ante& t' meet t#e General Se$retar* '+ t#e ('rkers; un%'n0 T#e /ers'nnel !e)artment (as n't (%ll%ng +'r t#%s0 "n 'ur %ns%sten$e t#e* $alle& t#e un%'n '++%$%al0 Ee talke& t' #%m +'r ab'ut #al+ an #'ur but /ers'nnel !e)artment )e')le (ere all t#e t%me #'1er%ng ar'un&0 S' (e +%xe& a t%me %n t#e e1en%ng t' meet #%m %n t#e un%'n '++%$e %n t#e t'(n0 Ee 1%s%te& t#e un%'n '++%$e %n t#e e1en%ng0 T#e un%'n (as #a1%ng )r'blem regar&%ng (age &e&u$t%'n '+ s'me ('rkers (#' &%& n't s#'( u) +'r '1ert%me0 T#e '1ert%me n't%$e (as s#'rt an& t#e* #a& n't $'nsente& e%t#er4 e1en t#en t#e management (as t#reaten%ng (age &e&u$t%'n +'r 'ne (eek0 T#e un%'n $'ul& #ar&l* &' a t#%ng; as t#e* %n t#e )ast #a& burnt t#e%r #an&s (#en t#e* #a& t' un%laterall* $all '++ t#e 106 &a* 'l& str%ke %n (#%$# e1en t#e%r Treasurer #a& $'mm%tte& su%$%&e0 T#e* (ere s$are& t' t#e extent t#at t#e* #a& )r'&u$t%1%t* l%nke& b'nus agreement +'r e1en 1:F b'nus0 M're'1er4 a ne( m%nus$ue un%'n (as re$entl* starte& %n t#e $'m)an*0 Ee 1%s%te& t#e ne( un%'n;s '++%$e next e1en%ng an& #el& a l'ng &%s$uss%'n0 T#e* aske& +'r; 'ur suggest%'ns0 T#e un%'n bel%e1e& %n legal battles m're t#an ag%tat%'ns0 A+ter a 1%s%t t' t#e %n&ustr* t#e aut#'r 1%s%te& t#e state #ea&Auarters '+ t#e ne( un%'n0 T#ere e1er* '++%$e bearer (as sur)r%s%ngl* a la(*er0 In t#e <G (e learnt t#at a+ter (e le+t4 t#e%r un%'n t''k 'ut a )r'$ess%'n an& #el& a meet%ng %n t#e tem)le0 /er#a)s t#%s (as t#e result '+ 'ur &%s$uss%'n0 E#%le t#e 'l&er un%'n (as a )r%s'ner '+ %ts )ast4 t#e ne( un%'n (as +ree t' (r%te %ts '(n #%st'r*0 E'rkers; %nterests (ere be%ng ser1e& )er#a)s b* b't#0 QUESTIONS FO# DISCUSSION 1. D!scuss &e !ts.(e&e !ts of the u"!o"&a"a-e&e"t e)at!o"s0 2. What o)e (oes &utua) t ust ')a% !" *u!)(!"- u"!o"1&a"a-e&e"t e)at!o"s$ o)e of st !+e/ a-!tat!o" a"( )e-a) a'' oach !"

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

CASE III COMPETITION AHEAD: 2SN3 AT C#OSS #OADS T#e tele$'m se$t'r #a& been +un$t%'n%ng as a t*)%$al g'1ernment &e)artment r%g#t +r'm %ts %n$e)t%'n0 E%t# t#e !e)artment '+ Tele)#'nes 8!'T9 be%ng un&er t#e ex$lus%1e $'ntr'l '+ t#e M%n%str* '+ C'mmun%$at%'ns4 G'1ernment '+ In&%a 8G"H94 t#e s*stem +un$t%'ne& m're as a m'n')'l*04 E%t# t#e a&1ent '+ t#e =/G )r'$ess 8l%beral%3at%'n4 )r%1at%3at%'n an& gl'bal%3at%'n9 %n t#e earl* n%net%es4 t#e tele$'m &e)artment (ent t#r'ug# a )#ase '+ m'&ern%3at%'n0 A number '+ ne( an& s')#%st%$ate& ele$tr'n%$ ex$#anges (ere %nstalle& (#%$# en#an$e& t#e $a)a$%t* an& lea& t' t#e &%sa))earan$e '+ (a%t%ng l%st +'r tele)#'ne $'nne$t%'ns0 In a lan&mark &e$%s%'n %n 1--72-64 t#e G'1ernment '+ In&%a t#re( ')en %ts gates +'r )r%1ate )la*ers %n t#e area '+ $ellular ser1%$es0 =CG an& ACG (ere t#e t(' ma,'r )la*ers t' enter t#%s area %n Iarnataka reg%'n4 (#%le !'T &e$%&e& t' rema%n as an 'bser1er an& $'nt%nue& as a )r'1%&er '+ bas%$ ser1%$es 'nl*0 SubseAuentl* t#e Internet4 IS! an& 't#er ser1%$es (ere als' ')ene& t' )r%1ate )art%$%)at%'n0 T#e *ear 1--J sa( t#e entr* '+ V%kas Telenet 8VTN=9 as a bas%$ ser1%$e )r'1%&er %n t#e state '+ Iarnataka0 It laun$#e& %ts bas%$ ser1%$es %n angal're &%str%$t4 t#e $'mmer$%al $a)%tal '+ t#e state4 %n 5anuar* 1--J0 T#e %m)a$t '+ t#%s entr* (as +elt b* !'T as %t resulte& %n a mass $ust'mer $#urn%ng4 $#alleng%ng t#e market lea&ers#%) '+ !'T %n bas%$ ser1%$es0 T#%s gr'(%ng $#allenge +r'm VTN= ma&e General Manager !'T In&'re4 R0=0 Ra(at real%3e& t#e nee& +'r a $'m)re#ens%1e re1%e( '+ t#e $'m)et%t%1e s$enar%'0 T#e s%tuat%'n +a$e& b* t#e angal're &%str%$t (as 'ne '+ %ts k%n&0 It (as t#e 'nl* $%t* (#ere +'ur $'m)an%es (ere )r'1%&%ng tele)#'ne ser1%$es0 =CG an& ACG (ere )r'1%&%ng $ellular ser1%$es (#%le VTN= an& !'T (ere )r'1%&%ng bas%$ ser1%$es0 T' attra$t t#e $ust'mers all t#e )r'1%&ers #a& attra$t%1e tar%++ )lans0 !'T;s market s#are (as n't a++e$te& b* t#e entr* '+ =CG an& ACG as 2 t#e* ')erate& 'nl* as $ellular ser1%$e )r'1%&ers an& t#e%r ser1%$es $arr%e& a )rem%um )r%$e0 ut t#e entr* '+ VTN= as a bas%$ ser1%$e )r'1%&er (%t# attra$t%1e tar%++ )lans s#'(e& a marke& s#%+t %n $ust'mer base +r'm !'T t' VTN= s)e$%all* %n $ase '+ #ea1* users make %t ne$essar* +'r !'T t' $'me u) (%t# s%m%lar $'m)et%t%1e tar%++ )lans0 General Manager ")erat%'ns !'T angal're4 S0N0 !utt4 +elt t#at %m)r'1e& ser1%$es4

$ust'mer $are an& )r')er )r%$%ng ('ul& #el) %n (%nn%ng ba$k t#e #ea1* users (#' a$$'unte& +'r alm'st 60 t' 67F '+ t#e t'tal re1enue0 Iee)%ng t#%s %n m%n&4 a re1%e( '+ VTN=;s tar%++ )lans (as &'ne 8Annexure I90 T#e re1%e( re1eale& t#at t#e $ust'mers (ere gett%ng a &%st%n$t )r%$e a&1antage %n t#e rentals an& +ree $alls g%1en b* VTN=0

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

Al'ng (%t# t#%s4 a &%s$'unt rang%ng +r'm :07 t' 16F (as als' ann'un$e& b* VTN=0 S0N0 !utt +'rmulate& a $'m)re#ens%1e )lan t' guar& !'T;s market s#are0 "++%$ers (ere a))'%nte& as a$$'unt #'l&ers an& (ere res)'ns%ble +'r ren&er%ng )ers'nal%3e& $ust'mer $are t' $'mmer$%all* %m)'rtant $ust'mers #')%ng t' reta%n t#em (%t# better ser1%$es0 <e als' +'rmulate& a )r')'sal '+ &%s$'unts (#%$# (as +'r(ar&e& t' t#e C%r$le <ea& "++%$e 8Annexure2II9 an& a )resentat%'n (as ma&e b* !GM 2 Market%ng I0I0 Sen4 #%g#l%g#t%ng t#e rate at (#%$# $ust'mer $#urn%ng (as tak%ng )la$e an& t#e nee& +'r %m)lementat%'n '+ ne( tar%++ )lan0 <e )lea&e& (%t# t#e sen%'r '++%$ers t#at !'T nee&e& t' be at least rea$t%1e %+ n't )r'a$t%1e4 t' susta%n %tsel+ %n t#e market0 T#e )r')'sal (as (ell re$e%1e& an& +'r(ar&e& t' t#e M%n%str* '+ C'mmun%$at%'ns +'r a))r'1al0 Res)'n&%ng t' t#e nee& '+ t#e #'ur4 t#e M%n%str* &e$%&e& t' '++er a $'m)re#ens%1e &%s$'unt '+ :07 t' 16F +'r %ts #ea1* users0 T#e s$#eme (as %ntr'&u$e& %n Iarnataka an& later 'n t' t#e ent%re nat%'n0 VTN=4 (#%$# #a& s' +ar been $'n$entrat%ng 'nl* 'n t#e #ea1* users4 &e$%&e& t' n'( ex)an& %ts net('rk t' get a (%&er $ust'mer base0 E%t# t#%s 1%e( %n m%n&4 a number '+ )r'm't%'nal s$#emes (ere %ntr'&u$e& e0g04 (eb )#'ne4 a +a$%l%t* +'r %nternet usage (#ere a$$ess t' t#e net (as )r'1%&e& at a $'st '+ 60 )a%se )er $all 'nl*0 It als' ann'un$e& +ree Internet +a$% l%t* +'r a *ear 'n e1er* ne( $'nne$t%'n0 es%&es t#%s4 VTN= (ent %n +'r #ea1* )r'm't%'n '+ %ts s$#emes0 T#e $are+ul ('r&%ng '+ t#e s$#emes an& en#an$ement '+ t#e number '+ +ree $alls ma&e t#e $ust'mers +eel t#at t#e* (ere ga%ners as +ar as rentals (ere $'n$erne&0 T#ese s$#emes (#en laun$#e& $reate& 1er* &%++%$ult t%mes +'r VTN= &ur%ng Ma* 2August :0010 C'r)'rat%se& 8"$t'ber 14 :0009 an& $ame t' be kn'(n as VSN=0 T#e * t#en4 !'T #a& been angal're '++%$e (as angal're4 (#%$# (as exten&e& +%rst t' t#e state '+

extremel* #')e+ul t#at t#e $'r)'rat%sat%'n ('ul& +a$%l%tate0 t#e %m)lementat%'n '+ ne( %nn'1at%1e s$#emes0 C'r &ra+t%ng a )r')'sal '+ %nn'1at%1e s$#emes4 VSN= +%rst $'n&u$te& a market resear$# (#ere %n 2t#e &atabase '+ surren&ere& $'nne$t%'ns (as use& as sam)le an& e++'rt (ere ma&e t' %&ent%+* t#e $ause '+ &%s$'nne$t%'ns0 T#e sur1e* re1eale& t#at '+ t#e t'tal number '+ &%s$'nne$t%'ns K0F (ere &ue t' e$'n'm%$ re$ess%'n (#%le L0F (ere &ue t' $ust'mer turn%ng %n +a1'r '+ VTN= (#%le t#e rema%n%ng (ere &ue t' a mult%tu&e '+ +a$t'rs %nter)la*%ng (%t# 'ne an't#er0 T' re&eem t#e s%tuat%'n4 VSN=4 angal're )re)are& an %nn'1at%1e )lan kn'(n as us%ness S)e$%al /lan 2 /lan 6002J004 (#%$# '++ere& J00 +ree $alls 'n a m'nt#l* rental '+ Rs0600 'nl*0 T#e )lan (as )ut +'r(ar& t' C#%e+ General Manager at angal're +'r a))r'1al0 T#e )ers%stent e++'rts '+ I0I0 Sen b're +ru%ts an& t#e )r')'sal (as a))r'1e& at t#e C%r$le le1el0 <'(e1er4 at t#e t%me '+ laun$# I0 I0 Sen real%3e& t#at t#e* nee&e& TRAI;s 8Tele$'m Regulat'r* Aut#'r%t* '+ In&%a9 a))r'1al +'r g'%ng a#ea&0 T' ensure t#e un#%n&ere& a))r'1al '+ TRAI4 m'&%+%e& tar%++ )lans $alle& 7002.00 an& an e$'n'm* )lan (ere suggeste& an& sent +'r

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

a))r'1al0 E#%le +'rmulat%ng t#ese )lans4 an attem)t (as ma&e t' segment t#e market (%t# an %ntent%'n t' target ea$# segment (%t# a $ust'm%3e&Ms)e$%+%$ set '+ ser1%$es0 /lan 7002.00 (as targete& at #%g# en& users0 <ere4 .00 $alls (ere '++ere& +ree 'n a m'nt#l* rental '+ Rs0 700 'nl*0 T#e e$'n'm* )lan $arr%e& a rental '+ ,ust Rs0160 )er m'nt# (%t# a rate '+ Rs0l0:0 )er $all0 T#%s )lan (as s)e$%all* targete& at $ust'mers (#' #a& m're '+ %n$'m%ng $alls an& nee&e& a +a$%l%t* +'r meet%ng t#e%r s)e$%+%$ reAu%rements0 T#e r'll%ng 'ut '+ t#ese s$#emes #a& an %mme&%ate %m)a$t (%t# nearl* J4000 $ust'mers $'m%ng '1er t' VSN= angal're0 Al'ng (%t# t#ese ne( tar%++ angal're0 )r')'sals a number '+ %nn'1at%1e strateg%es (ere %ntr'&u$e& b* VSN=4

T#e %n%t%al reg%strat%'n am'unt (as re&u$e& an& ne( subs$r%bers (ere '++ere& t#e +a$%l%t* '+ )a*%ng t#e am'unt %n %nstallments0 Call $entre +un$t%'n%ng s%n$e Cebruar* :001 t' &eal (%t# $ust'mer gr%e1an$es (as ma&e )r'a$t%1e t' ensure better $ust'mer $are0 Tra%n%ng (as g%1en t' t#e +r'nt2en&2)e')le +'r u)&at%ng t#e%r sk%lls an& $#ang%ng t#e m%n&sets0 Tele2s#'))%ng ser1%$e (as starte& (#%$# )r'1%&e& a 'ne st') s#'))%ng +a$%l%t*4 g%1%ng t#e $ust'mers t#e ')t%'n t' $#''se t#e%r tele)#'ne numbers4 %nstrument an& ser1%$e00 Installat%'n (as assure& (%t#%n LJ #'urs0

/#'ne2'n2/#'ne +a$%l%t* (as starte& (#ere%n $ust'mers $'ul& 'bta%n a $'nne$t%'n %nstalle& b* s%m)l* r%ng%ng u) +'r %t0 A b%ll $'lle$t%ng +a$%l%t* (as als' %ntr'&u$e& t' +urt#er ass%st t#e $ust'mers0 VCC =e04 )re)a%& $ar&s (ere %ntr'&u$e& an& e1en &el%1ere& at t#e &''rste)s '+ t#e $ust'mers0 %ll $'lle$t%'n %n t#e rural areas b* m'b%le 1ans (as %ntr'&u$e&0 =%nemen (ere g%1en )agers t' +a$%l%tate )r'm)t ser1%$%ng '+ +ault* tele)#'ne l%nes0 Regular meet%ngs bet(een $all $entre members an& ma%ntenan$e sta++ (ere #el& t' ex$#ange %n+'rmat%'n an& s'l1e gr%e1an$es0 C'r m't%1at%ng an& +a$%l%tat%ng t#e%r em)l'*ees4 +ree tele)#'ne ser1%$e (as )r'1%&e& t' all t#e em)l'*ees0 An a&1ert%s%ng bu&get '+ Rs0K04004000 800:F '+ t#e t'tal sales re1enue9 (as 'utl%ne& +'r laun$#%ng a $'m)re#ens%1e )r'm't%'n )r'gramme us%ng b't# %n&''r an& 'ut&''r me&%a ensur%ng a g''& $'1erage '+ t#e market0

2SN3 4 Ta !ff St uctu e

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

S$#eme us%ness /lan 2 7002.00N E$'n'm* /lan NN Stan&ar& /lanN N 00J0 /er Call 2TN3 4 Ta !ff St uctu e S$#eme S%l1er K00 G'l&en O 700 P Quest!o"s:

Rental 8Rs09 700 8M'nt#l*9 160 8M'nt#l*9 700 8 %m'nt#l*9 NN Rs01 0:0 /er Call

Cree C'l%s .00 N%l 170

Ca$%l%t%es E%t#'ut ST! E%t# ST! E%t# ST!

Rental 8Rs09 KL- 8M'nt#l*9 L-- 8M'nt#l*9

Cree Calls K00 700

50 What we e the st e"-ths a"( wea+"esses of 2SN3$ 60 Do %ou th!"+ that 2SN3 shou)( ha,e cha"-e( !ts th ust f o& *as!c te)e'ho"% to ce))u)a se ,!ces$ 70 If %ou we e the De'ut% Ge"e a) Ma"a-e / what st ate-!es wou)( %ou ha,e u"(e ta+e" to (ea) w!th the co&'et!t!o"$

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THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

Case I2 DISNE89S DESIGN T#e Ealt !%sne* C'm)an* %s #eral&e& as t#e ('rl&s largest enterta%nment $'m)an*0 It #as earne& t#%s ast'un&%ng re)utat%'n t#r'ug# t%g#t $'ntr'l '1er t#e ent%re ')erat%'n : $'ntr'l '1er t#e ')en O en&e& bra%nst'rm%ng t#at takes )la$e :L #'urs a &a* > $'ntr'l '1er t#e eng%neers (#' $'nstru$t t#e +abul'us t#eme O )ark r%&es> $'ntr'l '1er t#e an%mat'rs (#' $reate an& &es%gn bel'1e& $#ara$ters an& a&1entur'us s$enar%'s > an& $'ntr'l '1er t#e talent t#at br%ngs t#e man* $'n$e)ts an& $#ara$ters t' l%+e0 Alt#'ug# $'ntr'l )er1a&es t#e $'m)an*4 %t %s n't t'' str'ng a gr%)0 Em)l'*ees %n ea$# &e)artment are (ell a(are '+ t#e%r 'b,e$t%1es an& t#e )arameters ut %n $'n,un$t%'n (%t# t#e )re2&eterm%ne& res)'ns%b%l%t%es4 establ%s#e& t' meet t#'se 'b,e$t%1es0

managers at !%sne* en$'urage %n&e)en&ent an& %nn'1at%1e t#%nk%ng0 /e')le at t#e $'m)an* #a1e a&')te& t#e )#rase ?!ream as a TeamQ as a rem%n&er t#at (#%ms%$al t#'ug#ts4 a&1entur'us %&eas4 an& all O 'ut &ream%ng are at t#e $'re '+ t#e $'m)an* )#%l's')#*0 T#e '1er all $'ntr'l '1er ea$# &e)artment %s tem)ere& b* t#%s $'n$e)t0 T#e* &eman& %t0 !%sne* /r',e$ts managers str%1e t' em)'(er t#e%r em)l'*ees b* lea1%ng r''m +'r t#e%r $reat%1e ,u%$es t' +l'(0 In +a$t4 managers at !%sne* &' m're t#an en$'urage %nn'1at%'n0 ass%gne& t' t#e sta++ ? %mag%nersQ seem %m)'ss%ble at +%rst glan$e0 bra%nst'rm%ng sess%'n kn'(n as t#e ? lue Sk*Q )#ase0 are +'un& an& t#e %m)'ss%ble %s &'ne0 At !%sne*4 &'%ng t#e

seem%ngl* %m)'ss%ble %s )art '+ (#at %nn'1at%'n means0 Teams '+ %mag%ners gat#er t'get#er %n a Un&er t#e ? lue Sk*Q4 an un%n#%b%te& ex$#ange '+ (%l&4 lu&%$r'us4 'utrage'us %&eas4 b't# ? g''&Q an& ? ba&Q4 $'nt%nues unt%l s'lut%'ns * &eman&%ng s' mu$# '+ t#e%r em)l'*ees4 !%sne* managers e++e$t%1el* &r%1e t#e%r em)l'*ees t' be $reat%1e0 Current !%sne* lea&er M%$#ael E%sner #as establ%s#e& t#e ?!ream as a TeamQ $'n$e)t0 E%sner real%3e& t#at managers at !%sne* nee&e& t' let t#e%r em)l'*ees bra%nst'rm an& $reate (%t# su))'rt0 As !%sne* )res%&ent Crank Ee&s sa*s4 ?I+ a g''& %&ea %s t#ere4 *'u kn'( %t4 *'u +eel %t4 *'u &' %t4 n' matter (#ere %t $'mes +r'm0Q

Quest!o"s : 50 60 70 What e",! o"&e"ta) facto s !"f)ue"ce( &a"a-e&e"t st%)e at D!s"e%$ What +!"(:s; of o -a"!<at!o"a) st uctu e see& to *e co"s!ste"t w!th =D ea& as a Tea&> $ How a"( whe e &!-ht the !"fo &a) o -a"!<at!o" *e a ea) asset at D!s"e% $

11

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

Case 2 =THAT9S NOT M8 ?OB> 4 3EA#NING DE3EGATION AT CIN1MADE E#en R'bert Cre* )ur$#ase& C%n O Ma&e %n 1-JL4 t#e $'m)an* (as near ru%n0 T#e C%n$%nnat%4 "#%2base& manu+a$turer '+ )a)er )a$kag%ng #a& n't altere& %ts )r'&u$t l%ne %n :0 *ears0 =ab'r $'sts #a& #%t t#e $e%l%ng4 (#%le )r'+%ts (ere +all%ng t#r'ug# t#e +l''r0 $'m)an*s s#%)ments (ere late an& absentee%sm (as #%g#0 ea$# 't#ers t#r'ats0 Ten *ears later4 C%n O Ma&e %s )r'&u$%ng a ne( ass'rtment '+ #%g#l* &%++erent%ate& $'m)'s%te $ans4 an& )re2tax )r'+%ts #a1e %n$rease& m're t#an +%1e t%mes0 T#e C%n O Ma&e ('rk+'r$e %s b't# +lex%ble an& &ee)l* $'mm%tte& t' t#e su$$ess '+ t#e $'m)an*0 "n2t%me &el%1er* '+ )r'&u$ts #as rea$#e& -J )er$ent4 an& absentee%sm #as 1%rtuall* &%sa))eare&0 T#ere are e1en )lans t' +'rm t(' s)%n O '++ $'m)an%es t' be '(ne& an& ')erate& b* C%n2Ma&e em)l'*ees0 In +a$t4 at t#e 'ne &a* ?Cuture '+ t#e Amer%$an E'rk+'r$eQ $'n+eren$e #el& %n 5ul* 1--K4 C%n2Ma&e (as re$'gn%3e& b* /res%&ent Cl%nt'n as 'ne '+ t#e best O run $'m)an%es %n t#e Un%te& States0 ? <'( &%& (e a$#%e1e t#%s startl%ng turnar'un& RQ muse& Cre*0 ?Em)l'*ee em)'(erment %s 'ne )art '+ t#e ans(er0 /r'+%t s#ar%ng %s an't#er0Q In t#e late s)r%ng '+ 1-J64 relat%'ns bet(een management an& lab'r #a& rea$#e& r'$k b'tt'm0 <a1%ng re$entl* su++ere& a )a* $ut4 em)l'*ees at C%n2 Ma&e $ame t' ('rk ea$# &a*4 ?T' sur1%1e (e nee&e& t' st') be%ng ('rt#* )er+'rme& t#e &ut%es reAu%re& '+ t#e%r )art%$ular )'s%t%'ns4 an& returne& #'me2n't#%ng m're0 Cre* $'ul& see t#at #%s $'m)an* (as su++er%ng0 a&1ersar%es an& start be%ng ('rt#* )artners4Q #e real%3e&0 T'(ar& t#%s en&4 Cre* &e$%&e& t' $all a meet%ng (%t# t#e un%'n0 <e '++ere& t' rest're ('rker )a* t' %ts )re1%'us le1el b* t#e en& '+ t#e *ear0 "n t') '+ t#at4 #e '++ere& s'met#%ng n' 'ne ex)e$te& : a 17 )er$ent s#are '+ C%n2Ma&es )re2tax )r'+%ts0 ? I &' n't $#''se t' '(n a $'m)an* t#at #as an a&1ersar%al relat%'ns#%) (%t# %ts em)l'*ees0Q Cre* )r'$la%me& at t#e meet%ng0 )la* an essent%al r'le %n management0Q Managers (%t#%n t#e $'m)an* (ere am'ng t#e +%rst )e')le t' '))'se Cre*s ne( %&ea '+ em)l'*ee %n1'l1ement0 ?M* t#ree managers +elt t#e* (ere )a%& t' be ('rt#* a&1ersar%es '+ t#e un%'ns0Q Cre* re$alle&0 Its (#at t#e*& been tra%ne& +'r0 Its (#at ma&e t#em g''& managers0 M're'1er4 t#e* (ere n't use& t' )art%$%)at%'n %n an* +'rm4 $erta%nl* n't %n &e$%s%'n mak%ng0Q T#e ('rkers als' res%ste& t#e %&ea '+ exten&%ng t#emsel1es be*'n& t#e (r%tten reAu%rements '+ t#e%r ,'bs0 ? 8Em)l'*ees9 (ante& gener'us (ages an& bene+%ts4 '+ $'urse4 but t#e* &%& n't (ant t' take res)'ns%b%l%t* +'r an*t#%ng m're t#an &'%ng t#e%r '(n ,'bs t#e (a* t#e* #a& al(a*s &'ne t#em4Q Cre* n'te&0 Em)l'*ees (ere t#ere+'re ske)t%$al '+ Cre*s '1ertures t'(ar& ?em)l'*ee <e t#ere+'re )r')'se& a ne( arrangement t#at ('ul& en$'urage a $'llab'rat%1e em)l'*ee2management relat%'ns#%) ?Em)l'*ee )art%$%)at%'n (%ll A s'l%& Auarter '+ t#e Management an& ('rkers (ere at

12

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

)art%$%)at%'n0Q

?Ee t#'ug#t #e (as tr*%ng t' r%) us '++ an& s#a+t us4Q ex)la%ne& "$el%a E%ll%ams4

'ne '+ man* C%n2Ma&e em)l'*ees (#' &%struste& Cre*s )lans0 Cre*4 #'(e1er4 &%& n't g%1e u)4 an& #e e1entuall* $'n1%n$e& t#e un%'n t' agree t' #%s terms0 ? I ('ul&nt take n' +'r an ans(er4Q #e asserte&0 ?"n$e I #a& ma&e m* t(' gran& ut st%ll a#ea& )r'n'un$ements4 I (as &eterm%ne& t' )ress a#ea& an& make t#em $'me true0Q la* t#e $'ns%&erable $#allenge '+ $'n1%n$%ng em)l'*ees t' take $#arge : I ma&e )e')le meet (%t# me4 t#en %nstea& "+ tell%ng t#em (#at t' &'4 I aske& t#em0 T#e* res%ste&0 ? <'( $an (e $ut t#e (aste 'n #%s run RQ I& sa*4 'r ?<'( are (e g'%ng t' all'$ate t#e '1ert%me 'n t#%s 'r&er RQ ?T#ats n't m* ,'b4Q t#e*& sa*0 ? ut I nee& *'ur %n)ut4Q I& sa*0 ?<'( %n t#e E'rl& $an (e #a1e )art%$%)at%1e management I+ *'u ('nt )art%$%)ateR ?I &'nt kn'(4Q t#e*& sa*0 ? e$ause t#ats n't m* ,'b e%t#er0 T#ats *'ur ,'b0 RQ Gra&uall*4 Cre* ma&e )r'gress0 Managers began s#ar%ng m're %n+'rmat%'n (%t# em)l'*ees0 Cre* (as able sl'(l* t' ex)an& t#e res)'ns%b%l%t%es ('rkers ('ul& $arr*0 Managers (#' (ere unable t' ('rk (%t# em)l'*ees le+t4 an& un%'n relat%'ns began t' %m)r'1e0 Em)'(erment began t' #a))en0 * 1--K4 C%n Ma&e em)l'*ees (ere tak%ng res)'ns%b%l%t* +'r numer'us tasks0 E%ll%ams4 +'r exam)le4 use& t' ')erate a t%n2sl%tt%ng ma$#%ne 'n t#e $'m)an*s +a$t'r* +l''r0 S#e st%ll runs t#at same ma$#%ne4 but n'( %s als' res)'ns%ble +'r 'r&er%ng alm'st S 1004000 %n su))l%es0 E%ll%ams %s ,ust 'ne exam)le '+ #'( ,'b r'les an& &ut%es #a1e been re&e+%ne& t#r'ug#'ut C%n2Ma&e0 5'*$e ell4 )res%&ent '+ t#e l'$al un%'n4 st%ll runs t#e )un$# )ress s#e al(a*s #as4 but T#e $'m)an*s s$#e&ul%ng team4 n'( als' ser1es as C%n2 Ma&es $'r)'rate sa+et* &%re$t'r0

$'m)'se& '+ 'ne manager an& +%1e lea& ('rkers +r'm 1ar%'us )lant areas4 %s $#arge& (%t# sett%ng #'urs4 &es%gnat%ng la*'++s4 an& &e$%&%ng (#en tem)'rar* #el) %s nee&e&0 T#e #%r%ng re1%e( team4 sta++e& b* t#ree #'url* em)l'*ees an& t(' managers4 %s res)'ns%ble +'r %nter1%e(%ng a))l%$ants an& &e$%&%ng (#'m t' #%re0 An em)l'*ee $'mm%ttee )er+'rms b't# s#'rt O an& l'ng O term

13

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

)lann%ng '+ lab'r4 mater%als4 eAu%)ment4 )r'&u$t%'n runs4 )a$k%ng4 an& &el%1er*0 Em)l'*ees e1en meet &a%l* %n 'r&er t' set t#e%r '(n )r'&u$t%'n s$#e&ules0 &e$%s%'ns4 n't ,ust #a1e %n)ut4Q Cre* remarke&0 ?I ,ust $'a$#0Q Un&er Cre*s ne( management reg%me4 $'m)an* se$rets #a1e 1%rtuall* &%sa))eare&0 All C%n2Ma&e em)l'*ees4 +r'm entr*2le1el em)l'*ees all t#e (a* t' t#e t')4 take )art %n runn%ng t#e $'m)an*0 In +a$t4 Cre* #as &elegate& s' mu$# '+ t#e $'m)an*s ')erat%'ns t' %ts ('rkers t#at #e n'( +eels l%ttle %n t#e &ark0 ?I n'( kn'( 1er* l%ttle ab'ut (#ats g'%ng 'n4 'n a &a*2t'2&a* bas%s4Q #e $'n+esse&0 At C%n2Ma&e4 em)'(erment an& &elegat%'n are m're t#an mere bu33('r&s> t#e* are t#e (a* '+ &'%ng bus%ness O g''& bus%ness0 ?Ee4 as ('rkers4 #a1e a l't '+ '))'rtun%t%es4Q sa%& E%ll%ams0 ?I+ (e (ant t' take lea&ers#%)4 %ts '++ere& t' us0Q ?Ee em)'(er em)l'*ees t' make

Quest!o"s: 50 60 70 @0 How we e ' !"c!')es of (e)e-at!o" a"( (ece"t a)!<at!o" !"co 'o ate( !"to C!"e 4 Ma(e o'e at!o"s$ What a e the sou ces a"( uses of 'owe at C!" 4 Ma(e$ What we e so&e of the *a !e s to (e)e-at!o" a"( e&'owe &e"t at C!" 4Ma(e$ a'!()% cha"-!"- &a +et')ace ca" *e What )esso"s a*out &a"a-e&e"t !" a

)ea "e( f o& the eA'e !e"ce of C!" 4 Ma(e$

Case 2I HIGH1TECH ANSWE#S TO DIST#IBUTION P#OB3EMS AT #O33E#B3ADE

14

THE INDIAN INSTITUTE OF BUSINESS MANAGEMENT AND STUDIES

Sub: General Management Max Marks: 100

E#en a manger +%n&s t#at &eman& ex$ee&s %n1ent'r*4 t#e ans(er l%es %n mak%ng m're g''&s0 E#en a manager +%n&s t#at %n1ent'r* ex$ee&s &eman&4 t#e ans(er l%es %n mak%ng +e(er g''&s0 a))l%esR T#%s %s t#e s%tuat%'n t#at re$entl* $'n+r'nte& management at R'llerbla&e4 t#e )')ular skate manu+a$turer base& %n M%nnet'nka4 M%nnes'ta0 R'llerbla&e #as been 'ne '+ t#e lea&%ng +%rms %n t#e +ast gr'(%ng #%g# )er+'rman$e r'ller skate market)la$e4 %t matters a great &eal +'r R'llerbla&e managers (#et#er &eman& an& %n1ent'r* are %n balan$e4 'r n't0 R'llerbla&e (as %n a b%n&0 T#e )r'&u$t l%terall* $'ul& n't be s#%))e& 'ut t#e &''r0 T#e managers +'un& t#at ('rkers (ere n't able t' s#%) )r'&u$ts be$ause4 as a result '+ )''r st'rage stru$tures4 t#e* $'ul& n't +%n& t#e )r'&u$ts0 "n$e t#e* (ere +'un&4 '1er$r'(&e& a%sles4 %n a&&%t%'n t' 't#er s)a$e $'nstra%nts4 st%ll )re1ente& e++%$%ent s#%))%ng be$ause t#e ('rkers $'ul& barel* manage t' get t#e )r'&u$ts 'ut t#e &''r0 ?Ee (ere 'ut '+ $'ntr'l be$ause (e &%&nt kn'( #'( t' use s)a$e an& &%&nt #a1e en'ug# '+ %t4Q sa%& Ian Ell%s4 &%re$t'r +'r +a$%l%t%es an& sa+et*0 ? as%$all*4 t#ere (as n' m're useable s)a$e le+t %n t#e (are#'use4 a se1ere ba$kl'g '+ $ust'mer 'r&ers4 an& )%$k%ng err'rs (ere $learl* %n t#e una$$e)table range4Q a&&e& Ram Ir%s#nan4 /r%n$%)al '+ NRM S*stems4 base& %n St0 /aul4 M%nnes'ta0 T#e ans(er +'r R'llerbla&e (as +'un& %n te$#n'l'g*0 <%g#2te$# $'m)an%es #a1e %ntr'&u$e& a $'lle$t%'n '+ $'m)uter s%mulat%'ns4 rang%ng %n $'st r'ug#l* +r'm S104000 t' SK040004 t#at ass%st managers %n generat%ng e++e$t%1e +a$%l%t* &es%gns0 E%t# t#e #el) '+ la*'ut Master IV s%mulat%'n s'+t(are4 &e1el')e& b* NRM4 R'llerbla&e Management (as able t' %m)lement a ne( &%str%but%'n &es%gn0 As a result '+ t#e &%str%but%'n %m)r'1ement4 R'llerbla&e (as able t' %n$rease t#e number '+ $ust'mer 'r&ers )r'$esse& &a%l* +r'm1L0 t' L10 an& el%m%nate 'r&er ba$kl'g0 ?N'( (e #a1e a &%++erent bus%ness4Q sa*s Ell%s0 ?T#e ne( la*'ut #as taken us +r'm be%ng %n a $run$#4 t' be%ng able t' )lan0 Quest!o"s: 50 60 70 W!th eta!)e s as the! ' !&a % custo&e s/ what custo&e co&'et!t!,e !&'e at!,es cou)( *e affecte( *% #o))e *)a(e9s !",e"to % ' o*)e&s$ How a'' o' !ate &!-ht a Bust 4 !" 4 t!&e !",e"to % s%ste& *e fo a ' o(uct such as o))e s+ates$> What o''o tu"!t!es a e the efo e #o))e *)a(e &a"a-e s to see FO# the&se),es as se))!"- se ,!ces/ !"stea( of s!&')% o))e s+atesR ut (#at %+ a $'m)an* management +%n&s t#at t#e* ,ust &' n't kn'( (#%$# s%tuat%'n

15