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Make in India: The Operating and Marketing Challenge
內容大綱
On September 25, 2014, the prime minister of India extended an official invitation to businesses across the globe to invest and produce in India. The program, called “Make in India,” began as a way to meet the growing needs of the country’s developing economy by encouraging both local innovation and foreign direct investment. Its goal was to make products without defects and with no negative impact on the environment, while protecting intellectual property. Regulatory changes and labour reforms were undertaken to enable favourable conditions for investment. However, various leading authorities had doubts about the program’s focus on manufacturing and the likelihood of a successful replication of China’s export-led growth model. With the many strategic and operating challenges in the way, especially with regards to infrastructure and the availability of a sufficiently skilled and motivated workforce, will “Make in India” be able to succeed in transforming the Indian economy?
學習目標
This case can be used in marketing management, strategic management and public policy courses for MBA students and participants of executive management development programs. Its objectives are:<ul><li> To understand the concept of new brand conceptualization.</li><li>To discuss sustaining a brand image over a lifetime.</li><li>To understand the need for value communication.</li><li>To understand critical drivers of business process re-engineering.</li><li>To realize various strategic, operating and marketing challenges that a new brand may face.</li><li>To discuss the implementation of a new marketing campaign.</li></ul>