Name: Aman Prakash

Enrollment Number : 19BSP0279

Section: B

Subject: B2B Marketing

Topic: Case study analysis

Case 1: Product Development Risks

(a)What would be your line of action?

Ans: As the product development in the given case is expensive and risky, I would opt
to invest INR 100 billion to other investment options. The project of developing the jet
engine for commercial aircraft has the potential to earn big in the future, but the
uncertainty of getting licensing and competing with other global companies make the
project risky.

(b) In the case of lengthy product design and development time, what kinds of risks
are there?

Ans: In the case of lengthy product design and development time, the kinds of risks
are a technical risk, event risk, and financial risk. Developing a jet engine for
commercial aircraft needs high-end technology and people with such skills. Moreover,
to manufacture the engine, the facility needs to be technically equipped. Developing
such a facility is expensive. If the company fails to attract the right candidates, the
efforts of developing a facility would be in vain. Hence, the development has a
technical risk in terms of technology acquisition and its utilization.

Case 2: Conflict of Interests

(a)Under the above situation, if you are asked to work as a consultant to show the
perspectives to the Board of Management, what action plans would you suggest?

Ans; If I were asked to work as a consultant to show the perspectives to the Board of
Management, the action plan I’ll suggest would be proper evaluation of production
culture of the company. Strict rules being implemented now won’t help the problems
with manufacturing budgets, meeting cost reduction targets, and dealing with new
products manufacturing schedules. Listening to others suggestion with the problem
would be a great help to the company.

(b)Does Business Process Re-engineering (BPR) help in situations like these?

Ans: Business Process Re-engineering (BPR) can be a great help in situations like
this, but for me solving first the problem with the top management will start the
change in the company. Since the top management gives the directives to the
company, they must be the ones to take the initiative.

Case 3: Project Delays

(a)Discuss the importance of Project Management in the light of the above situation?

Ans: Here are a few reasons as to why project management is essential:

o A Clear Project Plan and Process

The more multifaceted the project, there is more scope for chaos in the
organization. That is where proper planning and the importance of project
management comes in. The primary function of project management is to avoid
confusion by outlining a clear plan and a process from the beginning to the
end.

o Establish Plan and Schedule

Having agreed on a project schedule, sticking to it inculcates discipline
required to avoid delays. A pre-determined process through the project lifecycle
gives the project a clear path.

o Maximize Resources
It is well known that human and financial resources are likely to be
expensive. Project risk management and project tracking with regular
reporting ensures economic and efficient use of all the resources.

Keep Control of Costs

o Based on the project scope, some projects may incur high costs. So, it is
essential to keep a track on the budget. Incorporating project
management strategies eases the budget overrun risks.

o Manage Quality
It is crucial to ensure top-quality results. Project management identifies,
controls, and manages standards. This results in a high-quality product/
service and a satisfied client.

(b) As a project manager employed with GAIL, what would be your line of action to see
to it that the project is not delayed any further?
Ans: If I were the Project Manager of GAIL, I would very carefully study the risk which
have materialized in the project and the actions performed against those risks. My line
of action would be to start working on the project. Besides I could still see that are no
more transfer of ownership of the project and all the paper work is done immediately
without any delay.

(c) Why do projects suffer from time and cost overruns

This is a very generic question. However, in the light of this case study, we can
conclude that this particular project got delayed because of some of the major risks
actually occurring and their mitigation plans not providing a solution. In addition,
there were additional risks which occurred (the objection from Indian Air Force). These
factors lead to the Project delay and escalation of costs (so much so that Reliance
considered the project to be unfeasible).

Case 4: JIT in Action

a) Do you think NaaR’s strategy would work? Provide justifications to your answer.

Ans: Yes, its strategy would work. Firstly, the market for women’s jeans is growing
rapidly , meaning the demand is good. Secondly, who wouldn’t want to have a pair of
custom jeans made according to their body size, choice of color, fabric and style at a
reasonable price? Women come in all shapes and sizes. The conventional stores may
not be able to provide jeans that fit well. Shopping for jeans can be a tiresome and
frustrating experience. Thirdly, the advent of the electronic body measurement, the
internet and the delivery system are setting a path for the system to work which could
not have been achieved in the past.

b) Will customers wait for 10 days to have the jeans delivered? Provide justifications to
your answer.

Ans; Provided that the quality is good, and the delivery is according to promised, I
don’t see any reason why customers do not want to wait for 10 days. Even if we go to a
tailor, it may take more than 10 days. These are personalized jeans that are unique to
the user and they are worth the 10 days waiting time.

c) Comment on the necessity of a robust supply chain in the context of NaaR Clothing
Inc.

Ans: A robust supply chain is necessary in the context of NaaR Clothing Inc.

i. Connection: NaaR must have a reliable internet connection. In case there is an

interruption, they should be able to collect and store the information and transmit at a
later stage as soon as possible.
ii. Order Processing System: NaaR must have a very reliable computerized system that
can process high demand.

iii. Raw Material Suppliers: NaaR should also maintain more than one suppliers for
each material in order to cope with the demand and to avoid uninterrupted supply.

iv. Logistic Provider: More than one logistic providers i.e. courier, transporter have to
be in the supply chain to maintain reliability of delivery since the promised 10 days
delivery is one of the selling points.

v. Quality Control: NaaR must have a QC system in place throughout the entire supply
chain. From raw materials, manufacturing to delivery, it must maintain the quality.

vi. Policy: Policy concerning return, lost shipment, money back guarantee, etc. has to
be in place.

Case 5: Service Blues

(a) Do you think that After Sales Service through a third party is a cause for concern?
Justify.

Ans: In my opinion, after-sales service through a third party is a cause for concern. To
reduce the cost of service operations, the organizations outsource the after-sales
services. The manufacturing companies outsource service parts to other companies.
Manufacturing companies have strict guidelines to provide services to customers.
Manufacturing companies strive to deliver high customer satisfaction, but the third
party companies do not follow the guidelines as they do not have a sense of ownership
for the customers. Such irresponsible behavior is often reflected due to inefficient and
ineffective employees, lack of training, and unavailability of tools to repair the
products. If manufacturing companies manage service centers, they ensure a high
level of customer satisfaction through timely service and complete resolution to the
problem.

(b) There seems to be a breach of trust in the given case. How is the breach of trust
related to the quality of service?

Ans: Trust is an essential part of any business transaction. In the case of services, it is
more critical to maintain the trust of the customers. Services are intangible and it is
difficult to measure quality for services. In such cases, the customers use services in
the future, if the customers have a good experience. Hence, the service providers need
to ensure that the customers do not feel cheated after receiving the services. Apart
from this, if the customer does not feel satisfied with the services, he/she can
influence other customers through negative word of mouth. Such a negative image can
impact the future business of service providers.
(c) In the context of the given caselet, formulate a Quality Service Policy to ensure
customer satisfaction.

Ans: Quality service policy:

1.     The problems in the product should be noted down in a form and signed by the
customers.

2.     The products should be delivered on the promised date and time. If the service
center cannot deliver the product on the promised date and time, the customer should
be informed through call or any other way.

3.     The products should be delivered to the customer after the customer's

verification and consent (even if the customer is in a hurry).

4.     The customers should be allowed to raise an issue within some specific days
(10/14 days), and receive services accordingly.

5.     The process of service should be transparent and customer friendly.