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Zari Boxes India: Need to Think Inside the Box?*

CASE STUDY, MARKETING MANAGEMENT
ET Cases (GSMC 2014), 9 Pages

Case Preview

Zari Boxes India: Need To Think Inside The Box?

 

It was a scorching afternoon of May 2014, and a significant meeting was going on at the Zari Boxes office in Agra, Uttar Pradesh, India. Zari Boxes, founded in 2011, was a brand name under the company Aditya Overseas in Agra that offered an exquisite range of hand embroidered, highly decorative boxes embellished with Zari (gold thread), sequins, beads, mirrors, semi-precious stones, etc. Aditya Chandra Agarwal (Aditya), the Founder and CEO of Zari Boxes was having a discussion with a freelance consultant Subhasish Sen (Sen). Sen had just been hired by Aditya on a part-time basis to help him in his business. Aditya was elaborating the vision of Zari Boxes and putting forth the challenges faced by his firm at the same time. The company that was started by Aditya in Agra, India, majorly for catering to the international markets was facing challenges in the same by 2013.

Moreover, by 2013, he had already invested in scaling up his business and a drop in demand would create a dual loss for him both in revenues and in recovering the investment incurred for upgrading the scale of production. One of the ways out was to explore additional international markets where Aditya had not ventured before. The other option was to explore the domestic market where demand was there for his product, but the product form and positioning had to be changed. Aditya had faced mixed success in the domestic market but had not really explored its potential until 2013 (Exhibit I). On the brighter side, the change in the product form and positioning may help Zari Boxes to recover the foothold in the international market. Aditya had, therefore, hired Sen to get an external perspective on his business strategy. He was aware that the future of his business depended on the option he was about to take..................

Teaching Note Preview

Zari Boxes India: Need To Think Inside The Box?

 

Synopsis

Aditya Agarwal (Aditya) founded Zari Boxes India in 2011 as an export firm of boxes with Indian Zari Handicraft. Aditya started the company as a small business and with a unique HR policy and motivated employees; he could gain reputation as a seller of Zari decorated boxes to international buyers. However, post 2013 there were many challenges he was facing from the international market such as threat of losing market to cheap low quality competitors, buyers defaulting, shifting trends and the like. Moreover, by 2013, he had already invested in scaling up his business and a drop in demand would create a dual loss for him both in revenues and in recovering the investment incurred for upgrading the scale of production. One of the ways out was to explore additional international markets where Aditya had not ventured before. The other option was to explore the domestic market where demand was there for his product, but the product form and positioning had to be changed. Aditya had faced mixed success in the domestic market but had not really explored its potential until 2013. On the brighter side, the change in product form and positioning may help him to recover the foothold he lost in the international market. Thus, Aditya had to take a decision on his strategy that would decide the fate of his business.

Case Positioning and Setting

The present case can be discussed in a course on International Business (Entry Strategy, Product Strategy and International Business Environment). The case study can also be discussed in a course of Product Management and Product Strategy. The target audience for the case would include Post Graduate students in a Business Management Course (MBA). The case could also be discussed in an Executive Development Program on and International Business or Product Management.

Expected Learning Outcomes

The case study is structured in a manner so that the following learning objectives are fulfilled:

  • • Understanding the challenges faced by a firm in international business
  • • Analyze the production and delivery process of international business
  • • Understanding the role of a growth strategy and how it has to be modified according to different situations
  • • Realize the role of a product strategy and managing the same
  • • Evaluate market opportunities and make business decisions of the same

 

The instructor can also discuss this case to illustrate various issues in business strategy such as the role of alternative business strategies.

Before the Classroom Discussion

The case is meant for classroom discussion and can be delivered as an open class discussion where any student could participate. Alternately, the instructor could divide the class into groups of 3-5 members and have presentations made by each group (or randomly selected few) followed by discussion. In both cases, students will be provided the case in advance and asked to come prepared in the class.......

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Abstract


Zari Boxes India's story is a clarion call to all those companies desirous of sustaining their market leadership. Aditya Chandra Agarwal (Aditya) founded Zari Boxes India, in 2011, as an export firm of Indian Zari Handicraft decorated boxes for special occasions. Aditya started the company as a small business. Zari Boxes followed a unique HR policy that kept employee motivation levels very high. Within few years he could gain a good reputation in the international market as the best-seller of Zari decorated boxes. However, post-2013 Zari Boxes was facing many challenges from the international market such as threat of losing market to cheap low quality competitors, buyers defaulting on payments, shifting trends and the like. Moreover, by 2013, he had already invested in scaling up his business and a drop in demand would result in a dual loss for him, both in revenues and in recovering the investment incurred for upgrading the scale of production. One of the ways out was to explore additional international markets where Aditya had not ventured before. The other option was to explore the domestic market where there was demand for his product, but the product form and positioning had to be changed. Aditya had faced mixed success in the domestic market but had not really explored its potential until 2013. On the brighter side, the change in product form and positioning may help him to recover the foothold he lost in the international market. Thus, Aditya had to take a decision on his strategy that would decide the fate of his business.



Pedagogical Objectives

  • To understand the challenges faced by a firm in international business
  • To analyze the production and delivery process of international business
  • To understand the role of a growth strategy and how it has to be modified according to different situations
  • To realize the role of a product strategy and managing the same
  • To evaluate market opportunities and make business decisions of the same

Case Positioning and Setting

The case study can be discussed in a course on International Business (Entry Strategy, Product Strategy and International Business Environment). The case study can also be discussed in a course on Product Management and Product Strategy. The target audience for the case would include post graduate students in a Business Management course (MBA). The case can also be discussed in an Executive Development Program on International Business or Product Management.




This Case Pack Includes:
 - Abstract
- Case Study
- Teaching Note (**ONLY for Academicians)

* GSMC 2014, IIM Raipur
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