個案資料
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SKF India: Strategic Choices at a Global Iconic Bearing Brand
內容大綱
In January 2021, Girish Hanchate, the vice-president of the industrial distribution segment at SKF India Ltd. (SFK India), located in the Indian city of Pune, was facing a difficult problem. He had to find a way to mitigate the ongoing drop in sales from key industrial customers in India resulting from COVID-19 pandemic lockdowns, with many SKF India customers switching to lower-priced competitors. SKF India had been successfully delivering industry-leading, high-value products, services, and knowledge-engineered solutions to its customers for many years. The company was well respected for its outstanding product quality, performance, and unmatched customer-centric approach. However, Hanchate was wondering if he should rethink the company’s business strategy. The drop in customers meant a significant revenue loss for SKF India because the industrial division was a significant profit driver for the company.
學習目標
This case is suitable for courses such as introductory marketing, strategic marketing, pricing, business-to-business marketing, and customer relationship management at the undergraduate and graduate levels. The case discusses how to address the loss of a market leadership position and profitability, especially due to commoditization of products, value erosion, and risk posed by the COVID-19 pandemic. Students identify strategic uncertainties related to a market leadership position and the agility of a giant multinational company to respond to uncertainty resulting from the COVID-19 pandemic. After working through the case and assignment questions, students will be able to<ul><li>apply Porter’s generic strategy framework to analyze a company’s competitive environment;</li><li>understand the importance of an agile mindset, outside-in approach, and leadership style in managing a serious business crisis such as the COVID-19 pandemic;</li><li>learn to overcome buyer resistance to premium prices; and</li><li>learn how to apply a business strategy of bundling premium-priced products and services to address cost save the customer money.</li></ul>