Ivey Publishing
Diversey in India: The Growth Challenges and Options
Product Number:
9B13M115
Publication Date:
01/10/2014
Revised Date:
01/08/2014
Length:
12 pages (8 pages of text)
Product Type:
Case (Field)
Source:
MDI/Ivey
Diversey, a leading global brand in the business-to-business cleaning industry, had entered the Indian market positioned as a total cleaning solution provider to institutional customers. It differentiated itself from the competition with its end-to-end solutions, superior products and service levels, research and development capabilities and value-based pricing. While it had some success in India, it felt that there was a huge untapped opportunity for growth. However, a developing country like India posed several challenges due to its social and cultural differences (e.g., local unorganized competition, customer price sensitivity, complex distribution channels, etc.) versus developed countries. The case provides an opportunity for students to apply a number of conceptual tools (i.e. Porter’s 5 forces analysis, 4C analysis, SWOT analysis, value- chain analysis and the stakeholder power/interest matrix) to analyze the current strategy and identify the best alternatives for Diversey to move forward with its growth objectives.
Learning Objective:
The case is designed to provide an understanding of the growth challenges and strategic actions adopted by the global companies in emerging economies like India, especially for products and services requiring market transformation.
Issues:
Disciplines:
General Management/Strategy,  International,  Entrepreneurship
Industries:
Other Services
Setting:
India, Medium, 2012
Intended Audience:
MBA/Postgraduate
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
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