Bajaj Electricals Limited: High Voltage Transformation?
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR311 |
For delivery in electronic format: Rs.
300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling ChargesThemes
Turnaround Management/
Organizational Structure/
Distribution |
| Case Length |
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19 Pages |
| Period |
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2000-2008 |
| Pub Date |
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2009 |
| Teaching Note |
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Available |
| Organization |
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Bajaj Electricals Ltd. |
| Industry |
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Electricals and Electronics |
| Countries
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India |
Abstract:
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Bajaj Electricals Limited (BEL) had been in the business of
manufacturing and marketing consumer electronics and luminaries, engineering,
and projects for over 70 years since 1938. A sudden downturn in the economy as
well as in its business in 2001, caused stiff competition across its product
lines and led to both its profits and its turnover plummeting. The company
undertook a 360 degree revamping exercise and put in place a number of
strategic, operational, distributional, and marketing initiatives to turn around
the company and placed it back on the path to growth and profits. It reorganized
its existing organizational structure and completely revamped the supply and
distribution chains to suit the prevailing industry norms and competitive market
conditions.
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BEL also simultaneously initiated a financial restructuring exercise along with other cost cutting measures. It introduced innovative pricing and marketing strategies and either exited or took a relook at unviable businesses and product lines. Analysts attributed the turnaround of the company in 2003 and its subsequent high growth trajectory to these measures.
Issues:
» Understand the challenges and issues involved in identifying the need for
change in an organization and initiating the change at the right time and with
the right processes.
» Analyze the importance of strategic and operational initiatives in turning
around an organization.
» Understand the difference in measures affecting top line versus measures
affecting the bottom line of a company.
» Identify and evaluate the pros and cons of exiting a line of business to
concentrate on core areas of business for an organization.
» Understand the importance of a pricing strategy and micro segmentation as a
market strategy to achieve growth across product segments.
» Examine the importance of a careful combination of pricing, brand positioning,
and advertising strategies to prevent cannibalization of a company's existing
line of products from its new ones in the context of BEL.
Contents:
Keywords:
Strategy, Business transformation, Turnaround, Organizational
structure, Matrix structure, Restructuring, Strategic Business Units, Sourcing,
Distribution, Cost management, Customer satisfaction, 'Mission Excell', Market
Potential Value (MPV) Index, RK Swamy BBDO Guide to Urban Markets, Brand
leveraging, Bajaj Electricals Limited
Bajaj Electricals Limited: High Voltage Transformation?
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