MSAI (MULTI-SECTORAL ANALYSIS IN INDIAN CONTEXT)

Introduction
The expectations of the corporates from the b-school students
have changed significantly over the years. Students are expected to be
“Industry Ready” from the day of joining. Apart from conceptual clarity
on managerial courses, they also expect the students to have sufficient
industry knowledge. According to recruiters, most students even from
reputed b-schools are not aware of the basic dynamics of the industry.
During the interview, most students could not answer some simple
questions like below: What are the different business models followed in
the industry? What are the operating metrics for measuring the industry
performance? What are the Challenges/problems faced by the industry?
On what basis the competition is happening? What are the key segments
in the industry and the size and growth of each segment? What are the
segmental changes happening in the industry?

Course Objectives

• Familiarize students to the different sectors and more importantly provide

an easy and effective framework to understand any industry on their own.
• Provide context from a wide spectrum of domains such as Retail, FMCG,
Telecom, E-commerce, Banking, Automobiles, Pharma, Hospitals, Consumer
Durables, QSR etc.
• Provide comprehension of disparate industries to equip the students with
tools of how to analyse the industries which have very different dynamics.
● To enable students to perform well in the placement process.

Course Learning Outcomes

o Ability to describe industry contexts / structures from a systems point of
View
o Analyse and apply concepts taught in the class room in real world
contexts
o Synthesize qualitative and quantitative analyses to describe sector /
cluster level ecosystems
o Identify competitive dynamics levers and demonstrate the ability to carry
out scenario mapping at industry at industry level.

Course Content
The students would be taken through diverse industries during the
sessions. The sectors will be chosen in such a way that they belong to
wide spectrum like Retail, E-Commerce, FMCG, Telecom, IT, Banking,
Pharma, Auto, Consumer Durables, Power etc. The reason for choosing
disparate sectors is to equip the students with tools of how to analyze the
sectors which have very different dynamics. Following will be some of the
key parameters covered in each sector:
▪ Size of the industry
▪ Structure of the Industry
● Key players
● Market Shares
▪ Growth rate over the past 3-5 years
▪ Expected Growth Rate in the future
▪ Key Growth Drivers
▪ Segmental Analysis
● What are the different segments?
● Share of different segments
● Past and the expected future segmental changes
● Reasons for the Segmental changes
▪ Key performance parameters for the industry
● Ex: For Telecom Industry, key metrics are ARPU,
MOU, Teledensity, Revenue from Data Services, No.
of Circle licences etc
▪ Dynamics of the industry (on what basis the competition
is happening. Is it New Product launches, differentiation,
costs etc)
▪ Critical success factors
 ▪ Recent events : New entrants, new products, M&As,
Bankruptcies, exits etc
▪ Analysis of Costs and profitability
● Which are the Major costs
● Margins and profitability
▪ Future Outlook

References:
● Industry Data Bases –
o CMIE
o EuroMonitor
o Crisilresearch
o Datamonitor
o ETIG

Evaluation Components & Weightage

Type of assessment Weightage

1 Quiz 1 35%

2 Quiz 2 35%

3 Quiz 3 30%

Session Plan

Sn Scope Pedagogy Readings/Articles

1,2 E-Commerce Class Discussion Industry Databases

3,4 FMCG Class Discussion Industry Databases

5 Fintech Class Discussion Industry Databases

6 Banking Class Discussion Industry Databases

7.8 GAFA Class Discussion Industry Databases

9 Pharma Class Discussion Industry Databases

10 Automobiles Class Discussion Industry Databases