個案資料

Two friends started the company Whizz in 2013 with a fleet of seven cars and a team of 12 people in Delhi. Within three years, Whizz had increased its fleet to 2,200 cars, capturing approximately 60–70 per cent of the Indian car rental market. The company had ambitious plans to expand to other cities with the rapid growth in the industry and increasing disposable incomes among millennials—the typical Whizz customer group. When one partner quit for personal reasons, the other was left to manage the company’s marketing and business development divisions, and to secure new funding. Although Whizz was the first mover in the Indian market, it had not seen a profit since its inception, and now, in 2016, pressure was increasing, with Whizz's organized competitors having similar ambitious expansion plans. The remaining partner had to decide how to address these challenges and manage the risks of his business model, while maintaining operations and making a profit.

This case can be used to assess the management implications of a corporate decision. It provides an opportunity to consider the broader context of integrating business operations with a human resources strategy and the strategic expansion of a car rental unit. The case can be used in various courses at the graduate level. In a strategy course, the instructor can outline the impact of an ambitious expansion plan and its implications for other stakeholders. In an entrepreneurship course, students can discuss the relationship between funding and expansion plans. In a brand management course, the instructor can explain the implications of a marketing plan in the context of brand strengthening. Specifically, the case will allow students to<ul><li>evaluate a management decision to get funding and expand to different cities;</li><li>conduct an organizational analysis to assess and monitor changes in the internal situation of an organization during a change in the leadership; and</li><li>apply relational and durational perspectives to explore how a management decision, such as expansion, relates to other stakeholders and inter-temporal decision making.</li></ul>

• Fund management, Investment requirement