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The bindi brand Pearl Eyeflax was marketed by micro organization Payal Novelty Private Limited (PNPL), based in Bhubaneshwar, India. A bindi had rich traditional importance and was historically a critical part of the attire worn by women in India. However, over time the bindi had evolved to become more of a fashion accessory. With the rise of fusion fashion and growing international popularity of the bindi as a fashion accessory, the director of PNPL had to consider how best to showcase the bindi and devise possible branding and segmentation strategies to help the company reach an ambitious sales target of ₹25 million by 2023. What new segments and positioning strategies could PNPL focus on? What kind of branding strategies would spur growth? And should PNPL position the bindi as a cultural product or a fashion accessory?

In the throes of a global pandemic, on May 3, 2021, Exide Industries Limited (EIL) faced a critical juncture. The managing director (MD) and chief executive officer (CEO) convened the executive committee in Kolkata, India, to grapple with the choice between human capital and robotic process automation, specifically in the realm of accounts payable (AP) processes. Balancing tangible benefits and intangible costs, the executives debated the impact on employee morale and company culture. Amidst the complexities, the MD and CEO aimed to chart a course that harmonized innovation with tradition, ensuring automation fortified rather than undermined EIL's core strengths. Focused on the vital AP processes, the senior vice president (SVP) of corporate accounts and the IT team initiated an exploration, recognizing the need to navigate a delicate equilibrium between human insight and technological advancement. The narrative unfolds in a bustling city, against the backdrop of a pandemic-altered economic landscape, as EIL seeks a path forward that preserves its unique human capital while embracing the transformative potential of automation.

This case follows the situation arising from the unprecedented circumstances of COVID-19, which forced the Eastern Mindfulness company to transition the business from physical to virtual interactions. Mr. Alok Taunk had successfully started Eastern Mindfulness, which offered interactive and engaging seminars, online courses, and mobile applications (MindFeed) that addressed holistic wellness, performance, and self-development. However, because of the unprecedented circumstances of COVID-19, Mr. Taunk had to cancel all his bookings and return to the clients any advances.

Makoye Safaris, a jungle safari tour company based in Tanzania founded by Vicent Makoye, offered fully guided, safe, and environmentally friendly tours largely to international tourists. The tours were private, custom designed, and flexible and included airport pick-up and drop-off, accommodation, transportation, and three meals daily. Makoye wanted the company to grow and acquire a larger market share. However, in 2020, the COVID-19 pandemic spread worldwide, and Tanzania's tourism sector went into a downturn. Although the number of tourists started to increase in 2021, Makoye Safaris needed a good marketing plan to achieve its target of doubling the number of international tourists it served by 2025.

Yasir Qureshi, the proprietor of the Indian cooking gas agency Universal Indane (UI), has asked the company's operations manager, Shruti Bhargava, to review the financial statement for fiscal year 2021-22 and prepare a report on the functioning of the various divisions. Although both the manager of human resources and the marketing manager had presented their reports, Qureshi wanted Bhargava to holistically audit the current inventory system at UI in terms of customer satisfaction levels and cost perspectives. Qureshi wanted Bhargava to prepare a report based on the representative data available from the company's headquarters in Jahangirabad. UI's inventory turnover ratio was reportedly improving, but the increasing inventory costs, year-on-year, seemed to suggest that new standard inventory practices needed to be adopted. The total operational cost for holding the inventory was calculated based on all relevant cost elements, including ordering cost, inventory holding cost, cost of delivery, and material costs. Standard inventory management principles from operations management literature were used for investigating inventory systems in natural business settings.

Breadfast is an online grocery delivery retailer founded by Mostafa Amin, Muhammad Habib, and Abdallah Nofal in Egypt in 2017. The three co-founders are now contemplating international expansion into new markets to further grow their revenues and diversify geographically. They have decided to investigate expanding into nearby Tunisia and the Kingdom of Saudi Arabia (KSA). Therefore, they must examine the macroeconomic environment and the food and beverage industry in those two countries to determine if the conditions are favourable to ensure a successful international expansion. In addition to identifying the criteria of attractiveness for each country, the co-founders must select the most appropriate market entry strategy. The online grocery retail market in Tunisia and KSA has been growing as a result of evolving consumer preferences and the COVID-19 pandemic. Both countries have favourable and unfavourable factors. Given the risks and trade-offs in each country, Breadfast must determine which market to enter and which mode of entry will increase its the chance of success.

This case looks at the issues involved in planning the 2022 convocation (graduation) ceremony at the Delhi-based Trident Institute of Management and Entrepreneurial Studies (TIMES). The dean of academics, who was responsible for piloting the convocation, needed to be certain that the ceremony could be completed within a limited time to accommodate the schedule of the chief guest (the leader of a multinational conglomerate). The convocation had two parts: the award of medals and certificates to outstanding students and the conferring of degrees and diplomas on the other graduands. The challenge faced by the dean of academics was determining whether the graduands could walk across the stage, collect their medal and/or certificate, and pose for a photo within the stipulated time. The case looks at the convocation from a process perspective, whereby a mismatch between supply and demand can result in waiting times and may also mean that an inventory is needed. The problem in the case is suitable for analysis using Little's law, which states that the average inventory equals the average flow time multiplied by the average flow rate. This short case is concerned with various process parameters such as bottlenecks, capacity, loading, inventory, flow rate, throughput rate, takt time, and cycle time.

In 2019, the director of the newly minted Digital Services Lab at JOB Co. found himself on the brink of a crucial meeting with the company's chief executive officer. The focal point of their impending discussion rested on the stagnation of progress in the Mentor 2.0 project-an initiative conceived to embody an agile paradigm in digital transformation, championed by an inventive Scrum team. Despite the project's noble intentions, the journey towards agility had proven to be riddled with formidable challenges for the team. The director, acutely aware that the destiny of Mentor 2.0 was intricately intertwined with the prosperity of the Lab, the linchpin of JOB Co.'s digital metamorphosis, grappled with the necessity of explaining the situation accurately. The imminent meeting stood as a decisive moment for him to carefully consider the most effective strategy. He understood that the future path of the Mentor 2.0 project held significant implications for the Lab-a pivotal force guiding JOB Co.'s digital evolution.

In January 2021, an equity analyst in the Student Managed Investment Fund of the Asian Institute of Management was trying to estimate the weighted average cost of capital (WACC) of Aboitiz Power Corporation (AP) based on the capital asset pricing model. The WACC estimate would be part of her discounted cash flow valuation, which would then help her determine whether or not the fund should invest in Aboitiz Power Corporation. AP was a leading power generation and distribution company in the Philippines with ₱81.1 billion in revenues over the nine-month period ended September 2020. The Philippines was in the middle of a lockdown related to the COVID-19 pandemic, and while the stock market was showing signs of recovery, the analyst was worried that record low interest rates might exert unwarranted downward pressure on her WACC estimate and artificially raise her discounted cash flow valuation of AP. The company's WACC had decreased from 2019 to 2020, reflecting a lower risk-free rate, lower borrowing rate, lower stock price, and resulting weight of equity. The analyst needed to explore potential adjustments to normalize the WACC away from pandemic conditions in order to confirm her recommendation regarding investing in AP stock.

When the new chief executive officer joined MX Player, the video streaming business in India was undergoing a content boom and witnessing many changes due to shifting media consumption patterns and the penetration and exponential growth of Western video streaming platforms such as Netflix and Amazon Prime Video. The structure of the Indian video-streaming content and consumer market was changing, with global streaming platforms inadvertently segmenting Indian consumers according to which platforms they could afford. Western streaming platforms had thus led to a category of aspirational consumers who desired distinct content but were not yet willing or able to pay for it. MX Player provided a solution to this audience by offering high-quality compressed video content for free. But could it address the needs of a growing number of digital customers and still be successful amidst the formidable competition in the OTT market?

In 2008, Goldwind bought 70 per cent of Vensys' shares through its German subsidiary to obtain a range of strategic assets, including a professional research and development team and associated design capabilities, intellectual property rights of permanent magnet direct drive (PMDD) technology, and corresponding wind turbine designs. Over the years, the post-merger integration (PMI) process of an emerging market multinational enterprise (EMNE) and a developed country multinational enterprise (DMNE) saw many conflicts. By the end of 2021, the general manager of Goldwind Germany needed to strengthen the integration process between the two companies to facilitate its growth in Europe and elsewhere.

Tony Rao, co-founder and director of Thorne Valley Meats (Thorne Valley), must decide whether to continue working with the family-run butcher shop that has been producing his high-quality grass-fed beef jerky, or to move to a new, but untested, facility. The butcher shop has been working with Thorne Valley for years and has produced jerky that is satisfactory, but recently it has been struggling to manage its own growth, employee turnover, and pandemic restrictions. These outside forces are causing a sharp decline in the quality of Thorne Valley's jerky. The butcher shop has asked Rao if he would be willing to purchase a new piece of equipment on its behalf to help resolve the quality issues. The new processing plant, meanwhile, is located in a long-standing butcher shop recently acquired by entrepreneur Julie Martin. While Martin is passionate and ambitious, it is unclear how successful the new venture will be. She has no entrepreneurial experience and is looking to make significant changes to her product offering.

29Blinco, a Perth, Australia-based marketing consultancy, found early success by specializing in the energy transition sector, supporting resource and engineering companies working toward de-carbonizing industrial practices and enabling a clean energy future. Two years after its inception, annual revenues had grown fast, but 29Blinco had also become a victim of its own success: the business model and principles that differentiated its brand promise seemed to be holding it back from meeting growing demand for its services. The founders and directors at 29Blinco faced critical decisions about whether to compromise on their business model and principles. Could they service more clients and work without undermining what they had built and what they stood for?

In May 2021, a recent MBA graduate and retail investor, read an announcement about Monde Nissin Corporation launching an initial public offering of 3.6 billion shares at ₱13.50 per share. The company expected to raise ₱48.6 billion in the largest common share offering ever in the Philippines, while the country was still in the middle of a COVID-19 pandemic lockdown. However, economic and stock market conditions were expected to improve after the availability of vaccines and anticipated end of the lockdown. The investor planned to run a discounted cash flow valuation and comparable multiples analysis of Monde Nissin Corporation to determine if he should invest in the initial public offering. He also wanted to assess the attractiveness of the food industry and the merits of investing in the company, which was the market leader in all of its product categories.

In 2021, the Irish whiskey segment was the fastest growing whiskey segment in the United States. US-based Brown-Forman Corporation had acquired the Slane brand in 2015 after purchasing all shares in the Slane Castle Irish Whiskey company and agreeing to invest in building a new Irish whiskey distillery and visitor centre on the historic Slane Castle Estate. Slane Distillery filled its first barrel of Irish whiskey in 2018, and the company then quickly began targeting key markets in Europe and North America.<br><br>The challenge now for Brown-Forman in the United States was building the Slane brand from scratch. The company's brand marketing team had to first identify overarching strategies that would accelerate awareness and trial for the Slane Irish Whiskey brand in the United States. Key goals included determining a point of differentiation for the Slane Irish Whiskey brand among the alternatives, and fostering a connection between the Slane Irish Whiskey brand and the North American consumer.

DiDi Global Inc. (滴滴出行) (NYSE: DIDIY) was a mobile transportation platform that monopolized the Chinese ride-hailing and taxi-hailing market having a user base of 550 million worldwide. On 16 June 2021, China's State Administration for Market Regulation (SAMR) launched an investigation of DiDi for unfair competitive practices and controlling pricing. DiDi's prospectus disclosed this but did not fully disclose the warning from the Cyberspace Administration of China (CAC) to postpone the listing for cybersecurity review and the risk involved from this noncompliance with information security. DiDi was listed on the NYSE on 30 June 2021, raising around USD4.4bn. Within nine days after the listing, CAC had banned all of DiDi's 25 ride-hailing apps from app stores over the mishandling of customer data and to safeguard national security. This led to a significant drop in DiDi's share price. On 16 July 2021, seven Chinese government departments, including those responsible for national security and cybersecurity, visited DiDi's office. Reports suggested that heavy fines, suspension of operations, and even delisting. As the largest shareholder with a 20.1% stake, how would the Chief Investment Officer of SoftBank's Vision Fund recommend to decrease risk exposure of its investment in DiDi?

In 2022, Mariam Braimah, a digital designer working at Netflix, is considering the next move in her career. She has spent several years at Netflix, and in her spare time, using her savings, has founded a design-focused fellowship program and a consumer insights company based in Nigeria. Is now the time to leave Netflix and start working full time for her African ventures?

Launched in 2019 by Indian technology giant Infosys, Helix reduced administrative costs associated with insurance claims in the US healthcare industry. The vast US healthcare industry required a seamless insurance membership experience-one that comprised administrative functions that were easily disrupted during the COVID-19 pandemic. Digitising such functions saved insurers administrative costs, saw revenue growths, and helped during erratic surges in demand. Most insurers tried incremental upgrades to digitise ageing platforms that were at least 20 years old. However, by the time the upgrades were completed, the platform was considered outdated once again. As a solution, many technology companies offered either 'one-size-fits-all' or extremely niche solutions. Noting the gap in the market for adequate solutions, Helix developed an AI-driven, 'software-as-a-service' (SaaS), modular technology. With this, independently-functioning administrative processes could be integrated into ageing systems, one process at a time. Eventually, Helix aimed to replace the client's core administrative functions. Despite its capabilities, getting client's employees to implement the Helix software into their workflow was hard. Nevertheless, the company persevered, and by May 2023, 5,000 client employees were using Helix in their workflow. Now, Vadiraj Guttal, Infosys Healthcare's AVP and Head of Platforms wondered how his team could better convince potential clients that Helix was an invaluable aid, and a truly effective partner in the healthcare insurance ecosystem.

Set in 2023, the case documents the initiatives of the Safe in India Foundation (SII), a non-profit organisation, that aims to improve workers' safety and social security in India's automobile manufacturing industry. The issue is complex and multifaceted as the industry's deep supply chain has many small and mid-sized factories comprising skilled and unskilled workers. SII's four-pillar programme - supporting workers directly, improving workplace safety in the automotive sector through systemic change, improving healthcare and compensation policy at ESIC, and spreading awareness, especially by empowering workers through knowledge - attempts to foster a safety culture in the industry and among workers. In the six years since it was established, the signs of systemic change to improve worker safety have been noticed. However, SII's leadership team wanted to scale the impact. For that, SII's Co-Founder & Chief Executive Officer, Sandeep Sachdeva, had to consider the strategic options and trade-offs involving key stakeholders that included the automobile brands, the government, and workers, among others.

The fictional company Airinit, now a division of the conglomerate ArgentAxis Holdings (AAH) after a recent merger, manufactures air fresheners, and at the start of the year it planned to generate a healthy profit. However, during the year, several events occur that cause the company's financial outcomes to deviate significantly, in an adverse way, from the original plans. To diagnose why the deviations occurred and more importantly whether any actions could be implemented to prevent the adverse outcomes from reoccurring, Airinit's accounting area has prepared a detailed variance analysis for consideration. This case is taught at the Darden School of Business as a full-class role-play in an Executive Education setting. It is also suitable for inclusion as a full-class role-play in an introductory core class in MBA or Master of Accounting management accounting. Alternatively, where the interpretation of a budget variance analysis has not been covered in a core course management accounting, the case is suitable for inclusion as a full-class role-play in an MBA, Master of Accounting, or undergraduate intermediate management accounting elective class. Students at all levels can relate to the fundamentals of the business and the value chain that the business develops-from raw inputs to an in-house manufacturing process and finally to the marketing and distribution of a product. The case takes on an enterprise approach so that the students can see how the budget variance analysis framework can be used to diagnose the internal financial health of an overall business.