Business Updates
Coca-Cola, PepsiCo and the
Indian Soft Drink Beverage Market
© 2009 ICMR. All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, used in a
spreadsheet, or transmitted in any form or by any means—electronic or mechanical—without permission. To order copies, call
+91-40-2343-0462/63 or write to the ICMR, Plot #49, Nagarjuna Hills, Hyderabad 500 082, India or e-mail: info@icmrindia.org.
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Business Updates
Reliance ADAG Forays into
Online Retail Business
© 2009 ICMR. All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, used in a
spreadsheet, or transmitted in any form or by any means—electronic or mechanical—without permission. To order copies, call
+91-40-2343-0462/63 or write to the ICMR, Plot #49, Nagarjuna Hills, Hyderabad 500 082, India or e-mail: info@icmrindia.org.
Website: www.icmrindia.org
Business Updates
Pixar University: A Distinctive Aspect of Pixar's
Organizational Culture and Innovation
© 2009 ICMR. All Rights Reserved. No part of this publication may be reproduced, stored in a retrieval system, used in a
spreadsheet, or transmitted in any form or by any means—electronic or mechanical—without permission. To order copies, call
+91-40-2343-0462/63 or write to the ICMR, Plot #49, Nagarjuna Hills, Hyderabad 500 082, India or e-mail: info@icmrindia.org.
Website: www.icmrindia.org
Case in Focus
Oracle's Acquisition of
Sun Microsystems
-- Harish A and Vivek Gupta
The case discusses the acquisition of Sun Microsystems (Sun) by Oracle Corporation (Oracle). It examines
the growth strategies of Sun and Oracle over the years, their product lines and their major competitors. The
case then highlights the problems faced by Sun post the dotcom crash and examines its inability to monetize
its products. The case also describes the negotiations between IBM and Sun for merging Sun with IBM. It
analyzes the possible synergies between Sun and Oracle post-merger and the challenges that Oracle may face after
the acquisition.
© 2009 ICMR. All Rights Reserved. For accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
Marketing
Hershey: Going through a Sweet Recession
-- V Namratha Prasad and S S George
The case describes the efforts undertaken by The Hershey Company (Hershey) to grow its business. It
begins with a brief history of the over 100-year old company and then discusses the various reasons for the
company's flat sales starting from the early 2000s. Later, the case talks about the business strategy adopted by
the company in 2004-05 to boost sales, which involved the introduction of new products and entry into
new market segments. It then describes the restructuring initiatives undertaken by the company in 2007 in
order to streamline production, and how these efforts failed to improve its financial situation. The case ends
with a discussion on Hershey's new marketing strategy, developed and adopted after extensive consumer
research in 2008, which finally managed to give a fillip to sales.
© 2009 ICMR. All Rights Reserved. For accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
Operations
Domino's Master Franchise Model
-- Indu P and Vivek Gupta
The case discusses the master franchise model of the US-based Domino's Pizza Inc. (Domino's).
Domino's, which was started in the 1960s, expanded in international markets mainly through its master
franchise model. Under this model, the franchisees were provided with exclusive rights to operate stores, or to
sub-franchise them in a particular area. Domino's recruited franchisees with business experience and
knowledge of local markets as master franchisees, and was able to mitigate the risks associated with entering
and operating in international markets. Under master franchising, in markets where there was high potential
for development, Domino's transferred market exclusivity to an individual/company, which had a
significant presence and knowledge about the local markets. These individuals/companies, in turn, invested in
establishing the master franchise, whose responsibilities included building stores, sub-franchising, operating
distribution system, etc. The case discusses in detail the store operations of Domino's and the benefits of its
master franchise system.
© 2009 ICMR. All Rights Reserved. For accessing and procuring the case study, log on to www.ecch.cranfield.ac.uk or www.icmrindia.org
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