unacademy Job Preparation > Campus Placements > Group Discussions > Overview & Prep. Strategy Group Discussion: Example of a Case Study LESSON 6 OF 6 Download the Unacademy Learning App to watch this and over 200k more lessons in UPSC, SSC CGL, GATE, Google Play J @ App Stor CAT and many more categories.ie Ds-Example of a Case Study —unacademy Example of topic based case study Started in 1985, MangoFruits is a leading seller of seasonal mangos in the Indian market. Since then, it has been under the charge of Mr. Kumar, the founder-owner of the firm. In 1990, the company decided to go for a diversification by expanding the product line. The new product was mango fruit juice. At the same time, Mr. Sen was appointed the Senior Vice President of marketing in the company. However, soon after its successful diversification into mango fruit juice line, the sales in this segment began to drop steadily. Mr. Sen wanted to introduce some radical changes in the advertising and branding of the new business but the proposal was turned down by the old-fashioned Mr. Kumar. At this juncture in 1994, the firm is losing mango fruit juice product heavily in the business and its market share of food producers/sellers is also on a_ decline. Mr. Kumar has asked Mr. Sen to show a turnaround in the company within a year. What steps should Mr. Sen take to take the company out of its troubles?unacademy Facts: Mango Fruits is a quality seller of seasonal mangoes in the Indian Food Industry. Customer purchases in mangos are highly seasonal. The mango fruit juice business was added to utilize idle capacity during periods of inactivity. This is a low-growth industry (2% annual growth over the last four years) Large customers are buying based on price and quality. Smaller customers buy solely on price. There is a Lankan competitor in the market who offers low priced mangos of inferior quality. Situation Analysis: 1, Established seller in food industry. 2. Losing heavily in mango fruit juice. 3. Old fashioned owner's resistance to a new change. Competition: e Low priced competitors e Foreign competitors are gaining market share. Customers: e High quality product, but low end customers care more about price than quality.unacademy Problem Definition: Mismanaged product diversification in a highly price sensitive market. Criteria for evaluation of alternatives: ‘ e Alternative 1: Establish an Off-Brand for e Establishing the firm's quality image. the mango fruit juice. ; @ Increase in market share. e Alternative 2: Educate the customer e Increase in sales. about product quality. e Cost of the product. e Alternative 3: Exit the mango fruit juice business.unacademy Evaluation of Alternatives: Teese Alternative 1 i i e Protect firm's quality image in the : e Alternative 1: Establish an Off-Brand for : food industry ; i e Redefine and redesigned product to A reduce the cost of manufacture e Alternative 2: Educate the customer : e Lower the price to enable it to compete with Lankan seller. Alternative 2 the mango fruit juice. market about product quality. e Alternative 3: Exit the mango fruit juice: * Make use of the quality leadership in i product line from business. i fruit seller market : H e Offer food grade labelled fruit ; products to promote quality of the company. ‘ Alternative 3 e Apassive strategy.| THANK YOU