Top 10 Case Studies

1. Umang was working as a 'Produc on Manager' at 'LG Papers Ltd.' The company had launched new eco-friendly
paper straws in the market. He was given a target of producing 5,000 straws a day, by the General Manager. In spite
of making the employees work over me, Umang could not meet the target. On inves ga on, it was found that the
employees had not received the right training to manufacture these eco-friendly paper straws. So, the employees
were sent for special training.
The func on of management which helped Umang in iden fying that he could not meet the target is:
A. Planning
B. Organising
C. Direc ng
D. Controlling

2. Sumit purchased an ISI marked washing machine of a famous brand 'MG' from TG Electronics Ltd. The shopkeeper
asked him to wait for two days for installa on of the machine. His friend, Vivek, was very fond of experimen ng with
new electronic products. He told Sumit that there is no need to wait for the company's representa ve to install the
machine and that he could do it. So, both of them installed the machine without following the manufacturer's
instruc ons. Ini ally, the machine worked e ec vely and the wash was good. But a er two days, the machine stared
stopping in between the wash cycle. Sumit and Vivek tried their best to start the machine but failed in their e orts.
Sumit, therefore, approached TG Electronics Ltd., which refused to provide any service on the plea that the
installa on of the machine was not done by the company. (a) State the responsibility which Sumit had to ful l as an
aware consumer to get the services of the company. (b) Explain brie y any two rights which Sumit could have
exercised had he ful lled his responsibility iden ed in part (a).

3. Ram Murthy, the CEO of 'Goodcare Hospitals', a leading chain of hospitals, decided to reward the good work of the
doctors of his organisa on. For this he ins tuted two running trophies. A Healthcare Achievers Trophy' to
acknowledge and appreciate the reless e orts of the doctors who rendered sel ess services to the pa ents and
another
'Be Bachao Trophy' to recognise the outstanding work done by the doctors in saving the girl child.
The CEO also wanted to improve the health services in rural areas all over the country. He decided that all doctors
must work in rural areas for at least six months. He also decided that the paramedical sta should be employed
locally.

(a) Iden fy the incen ve provided by 'Goodcare Hospitals' to its doctors through running trophies.
(b) Which need of the doctors will be sa s ed through the incen ve iden ed in part (a)? State.
(c) State any two values that the CEO of 'Goodcare Hospitals' is trying to communicate to the society.

4. Saurabh decided to start a chocolates manufacturing business. He set the target of earning 10% pro t on sales in
the rst year. As a good businessman, he was concerned about the future of the business, which was uncertain. He
gathered informa on that the demand for chocolates is increasing day-by-day. He used this informa on as the base
for future planning and shared it with his team. On the basis of the gathered informa on, he scheduled a mee ng in
the following week to nd innova ve ways to achieve the objec ves. List the rst two steps, which have been
followed by Saurabh that are related to the process of one of the func ons of management.

5. ’E-Solu ons Ltd.' started its opera ons in the year 2000. At the me of its incep on, the company had
only ten employees with two departments, a Produc on department and an Administra on department.
The products supplied and the services provided by the company started gaining popularity over the
years. The management had faith in the abili es of the employees and thus they allowed them freedom
ti
fi
ti
ti
ti
ti
ti
ti
ti
ti
fi
ti
fi
ti
ti
ti
ti
ti
ti
ti
ti
ti
ff
fi
ff
ti
ti
ti
fi
ti
ti
ti
ti
ti
fl
ti
ti
fi
fi
fl
ti
ft
ti
ti
ti
ti
ff
ti
ti
fi
ti
ti
fi
ff
ti
 of ac on. The management recognised that the decision-makers at di erent levels of the organisa on need to be
given more autonomy. They took a policy decision that there will be less control of superiors over subordinates. This
increased the role of the subordinates in the organisa on and now they were in a posi on to take numerous as well
as important decisions. As a result, its business has diversi ed into many areas. Presently, it has its opera ons
throughout the country with seven branches overseas. Its organisa onal structure has now changed into divisional
structure and ten thousand people are working with the company. (a) Iden fy the concept of management which
helped the company to diversify into many areas and branches abroad. (b) Explain ve points of importance of the
concept iden ed in (a) above.

6. JTM Ltd. launched 'Buddyline', an exercise book and comprehensive sta onery brand name comprising of ball
pens, gel pens and geometry boxes a er iden fying the target market and understanding the needs and wants of the
consumers of that market. All their products were of good quality and eco-friendly but expensive. They wanted to
dis nguish their products from that of their compe tors. They spent lot of e orts, me and money in crea ng the
brand name, as they knew that without a brand name, they can only create awareness for the generic products and
can never be sure of the sale of their products. The e ort paid o and the demand for the products started growing.
The customers liked the brand and became habitual to it. They did not mind paying a higher price. Over a period of
me, it became a status symbol to buy 'Buddyline' brand because of its quality. The consumers felt pride in using
them. (i) Iden fy the marke ng management philosophy followed by JTM Ltd. (i) Explain the advantages of branding
to the marketeers highlighted in the above case.

7. Mahinder Agro Ltd. started a new venture for distribu on of harmful and chemical fer lizers free vegetables. They
conducted a survey to nd out consumer preferences for such vegetables. They found that most of the consumers
were concerned about the harmful chemicals being used in growing the vegetables. They found that 90% of the
households were searching for its alterna ves. The company contacted a group of agriculture experts to lay down the
procedure for growing the vegetables by the farmers. They decided to train the farmers in new technology to grow
chemical free vegetables according to new innova ve methods. The experts also suggested soil management
techniques through which farmers would be able to create an abundant and las ng harvest. Iden fy and explain the
two dimensions of business environment highlighted in the above para.

8. Biru Nandan, Chairman of Lalit group of companies founded 'Biru University' for undergraduate and postgraduate
courses in diverse disciplines. The Informa on Technology department of the Lalit Power Ltd., had few vacancies
related to Cyber Security. The Human Resource Department of the Company decided to recruit fresh engineering
graduates from 'Biru University' for the same. Iden fy the type of source of recruitment.

9. Varsha Jain a er comple ng her fashion designing course from Indian Ins tute of Fashion Technology planned to
enter into designer clothing venture. She had to address issues like her target customers, channel of distribu on to
be used, pricing policy etc. Iden fy the type of plan that Varsha Jain needs to develop to provide direc on and scope
to her organiza on in the long run.

10. Damini D'Souza took over the reins of Kinsa Retail' as its Managing Director in India. Kinsa Retail' with its
headquarter at Japan has been in the retail business for the last 40 years. It has regional o ces in many countries
that take care of the shops in that region. As it is a large organisa on, the regional o cers have been given the
powers to decide and spend funds sanc oned to them by the headquarter for the welfare of the customers of their
region. 'Kinsa Retail' wants the highest possible standards of ethical conduct being followed, for which a code of
conduct is in place for pu ng values into prac ce. All employees as well as Board members are required to act in
accordance with the highest standards of personal and professional integrity when ac ng on behalf of the company.
Non-compliance involves a heavy penalty including termina on of employment. Explain any two principles of general
management being followed by 'Kinsa Retail’.
ti
ti
ti
ti
ti
fi
ti
ft
fi
tti
ti
ti
ti
ft
ti
ti
ti
ti
ti
ti
ti
ti
ff
ti
ti
fi
ti
ff
ti
ti
ff
ti
ti
ti
ff
ti
ti
fi
ffi
ti
ti
ti
ffi
ti
ti
ti
ti
ti
ti
 ANSWER KEY
1. (D) Controlling

2. (a) Responsibility which Sumit has to ful ll as an aware consumer to get the services of the company: Learn about
the risks associated with products and services, follow manufacturer's instruc ons and use the products safely. (b)
Two rights which Sumit could have exercised had he ful lled his responsibility:
(i) Right to be heard: The consumer has right to le a complaint and to be heard in case of dissa sfac on with a
product or a service. It is because of this reason many rms have set up their own consumer service and grievance
cells.
(ii) Right to seek redressal: The consumer has a right to get relief in case the product or service falls short of his
expecta ons. The Consumer Protec on Act, 1986 provides reliefs to consumers such as replacement of product,
removal of defect in the product, compensa on for any loss or injury su ered by the consumer.

3. Ans.
(a) Employee Recogni on

(b) Esteem Needs

These include factors/needs such as self respect, autonomy status, recogni on and a en on.

(c) Values that the CEO of "Goodcare Hspitals' is trying to communicate to the society are: (Any two)
(i) Concern for health.
(i) Concern for Hygiene.
(iii) Crea on of employment opportuni es.
(iv) Good behaviour in human interac on.
(v) Ful lling Social responsibility.
(vi) Development of rural areas/ Balanced regional development.
(vii) Saving the girl child/ Women Empowerment.

4. Two steps of Planning which have been followed by Saurabh are:

(i) Se ng Objec ves.
(ii) Developing Premises.

5. Decentralisa on.
Importance of Decentralisa on: (Any ve)
1. Develops ini a ve amongst subordinates.
2. Develops managerial talent for the future.
3. Helps in quick decision making.
4. Gives relief to the top management.
5. Facilitates growth.
6. Leads to be er control.

6. (i) Marke ng philosophy.

(ii) Advantages of branding highlighted in the above case are: (Any two)
Helps in product di eren a on.
Helps in adver sing and display programmes.
Di eren al pricing.
ff
tti
fi
ti
ti
ti
ti
tt
ti
ti
ti
ti
ti
ff
ti
ti
ti
ti
ti
ti
fi
ti
fi
ti
fi
fi
fi
ff
ti
ti
tt
ti
ti
ti
7. Dimensions of business environment highlighted above are:
(i) Social Dimension Social Environment includes social forces like custom and tradi ons, values, social trends and
society's expecta on from business.
(ii) Technological Dimension Technological Environment of business includes forces rela ng to scien c
improvements and innova ons which provide new ways of producing goods and services and new methods and
techniques of opera ng a business.

8. External source of recruitment/ Campus Recruitment

9. Strategy

10. Principles of General management being followed by Kinsa Retail are:

(i) Discipline which refers to obedience to organiza onal rules and employment agreement that are necessary for the
working of the organiza on. It requires good superiors at all levels, clear and fair agreement and judicious applica on
of penal es.
(ii) Centralisa on and Decentralisa on which suggests that there is a need to balance subordinate involvement
through decentralisa on with managers reten on of nal authority through centralisa on.
ti
ti
ti
ti
ti
ti
ti
ti
ti
ti
fi
ti
ti
ti
ti
fi
ti