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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:


Case Code : BSTR053 Electronic Format: Rs. 300;
Courier (within India):Rs. 25 Extra
Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies


Joint ventures strategic alliances
Case Length : 13 Pages
Period : 1990 - 2003
Organization : TATA Timex Corp
Pub Date : 2003
Teaching Note : Not Available
Countries : India
Industry : Watches


The case examines the breakup of the joint venture (Timex Watches Ltd.) between Timex Corporation, leading US fashion watch manufacturer, and Titan, a leading watch manufacturer in India.

The reasons underlying the restructuring exercise undertaken by Timex after the JV was dismantled are explored in detail. The case examines Timex's restructuring at the level of strategy and product launch.

Finally, the case explores the future of the company in the light of Timex's restructuring initiatives and increasing competition in the organized watch market.


Understand the rationale for JVs and the factors that contribute to the success or failure of a joint venture

Gain insight into reasons for restructuring organizations


  Page No.
The Break-Up 1
Background Note 2
Restructuring Initiatives: At The Strategic Level 3
Restructuring Initiatives: On The Product Front 6
Future Prospects 8
Exhibits 10


Breakup, Timex Watches Ltd., Timex Corporation, US, Titan, restructuring, Timex, JV, dismantled, level of strategy, product launch, watch market

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