Corpostrat_ProblemStatement

8/12/2019 Corpostrat_ProblemStatement

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CORPOSTRAT

Innovation is the central issue in economic prosperity

-Michael Porter

INTRODUCTION

"Strategy is the direction and scope of an organization over the long term"

- Johnson

Without a strategy an existing business can drift away from its customers and eventually stop making profits.

objective of having a strategy is to achieve more with less and that is the need of the hour in the curr

environment. The event will require participants to create a 3-5 year sustainable roadmap for a situation o

organization.

PROBLEM STATEMENT

The event will evaluate participants on the basis of the strategy applied by them on the given case/situation.

The event will be conducted in two stages. Each stage is based on the analysis of a particular case provided.

Both stages will be based on Case-Study Analysis only.

Stage 1: CASE Study

Kross Airlines: Will they fly high

Kross Airlines was a distinguished low cost airline in Krossland. Other carriers were either State owned or belon

to luxury segment. The vision of the airline was to provide affordable alternative of transportation. Their prod

was differentiated in terms of low-price, no-frills, high frequency, point-to-point flights, more routes

destinations.

Kross Airlines also has a subsidiary by the name of TravelSolutions.com an online Travel Portal which offers C

Hotel and Airline booking; Airline booking offered was of Kross Airlines only. The portal has currently enjoyed

Advertising and Distribution network of the airline, though overall infrastructure of the portal was an extension


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the current IT infrastructure of the airline. Travelsolutions.com was instant hit among customers mainly becaus

its usability (ease of use) and word of mouth popularity. But new e-commerce travel portals are coming up and

company is working on how they should market the portal.

Krossland have several mesmerizing locations for travelling but because of the earlier conservative approach of government they were unknown to the outside world. The new government with their liberal outlook had made

effort to revive the tourism sector and has currently put Krossland on every travelersmap. Its a huge opportu

for Kross Airline to cash in, hence the top management is looking towards expanding and start catering to count

from which travel is expected.

While expanding, which countries should they cater to first?

Should they cater to few countries initially and then expand or try to get the biggest chunk of inbound travelers by catering to a large

number of countries?

The company wants to increase the emotional appeal of the Kross brand and in doing so the marketing departm

is planning to associate the Kross Brand with sports. A lot of discussion is going on whether to have a new BrAmbassador from the sports fraternity and create a new marketing campaign or become a sponsored partner

sport team.

Give reason(s) for choosing a particular sportsperson/sports team. Assume in Krossland there is an equal following of Cricket, Football,

Fromula1 and Lawn Tennis.

The major cost of the airline was fuel but for the previous few years the maintenance cost of the aircrafts is grow

up considerably, further analysis showed that the current aircrafts are in the need to be replaced very soon. The

management is in discussion whether to replace the entire fleet at once or gradually. They are in the fear that

mis-happening/accident/technical fault that can endanger their customers life could be a big blow to the K

Brand and the brand value could take years to build up again.

What strategy would you apply in replacing the aircrafts?

While replacing they have the option of buying either Boeing or Airbus commercial passenger carriers.

What kind of aircraft mix would you suggest for the Airline? Go through the different families of the Airbus and Boeing Carriers to formu

your strategy. Map this to your expansion plan.

Kross airline had a successful IPO (Initial Public Offering) 7 years ago. The company performed well initially but d

to recent high maintenance cost and rising fuel cost the company had performed poorly for the last 2 years. Now

the company needs to expand or replace their fleet they need to raise additional capital.

What method would you suggest for raising capital (FPO, Debt offering or Bank borrowings)? Assume the Economic condition and the

Aviation Sector of Krossland same as of India.

The government of Krossland is looking to deregulate the Aviation Sector which means entry of foreign low cost

aviation players like Northeast Airlines, Loair Airlines etc.

What do you suggest to Kross Airline to counter the effect of deregulated market?


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Questions

Should TravelSolutions.com be treated as a separate entity allowing booking of other airlines also? What otherservices/products can this portal offer?

Should Kross Airlines expand to other countries? How Kross airline can target Business Travellers, Corporations and Government Departments? Should Kross Airline expand their product offering to Flexible Business Travel, Leisure Travel, and Medical Travel et What kind of Marketing Strategy should Kross Airline deploy now to reach their target market?

*The analysis should cover the intrinsic questions mentioned in the case as well as the above mentioned

questions.

*You are free to think and incorporate ideas beyond the above mentioned.

General Rules:

1.Each team may have a maximum of four members.

2. The last modified abstract as on 28th

February, 2014 11:59 pmwill be considered final.

3. Multiple teams from the same college are allowed to participate for the event.

4. The teams must strictly follow all the deadlines failing to which will lead to their disqualification.

5. This event will be conducted in two stagesand its detailed procedures have been clarified below.

STAGE-I:

Analysis Submission

1) Participants are needed to send in their analysis of the original/review work including the references, the idea

proposed with figures (if needed) to [email protected].

2) Analysis of the case should not exceed 12 pages in length, double columned and the covering page must inclu


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Name(s), Institution of study, Email address(s), contact number(s), Cogni-ids of all the team members.

3) Your email should have subject as Corpostrat: Analysis1-Team Id and your file name should be your Team Id.

For Example, Subject should be as Corpostrat: Analysis-COG14/XXXXX and its title as Team Id.

4) Selection to the next round for final presentations will be based on the analysis submitted.

5) Deadline for Submissions is 28th March 2014.

6) The result for the first round will be put up on the website by 3rd March, 2014and team leader will also be

informed.

7) For any particular queries, please contact the event coordinators.

STAGE-II:

a) Analysis Submission

The second round will be conducted at IIT Roorkee during COGNIZANCE 2014 (21-23 March).

1) Participants need to submit their analysis in .docand .pdfformat. You need to bring three hardcopiesof y

complete paper (i.e. printed report) & two passport size photographs of each participant along with all the neces

details attached.

2) Formatting rules should be strictly followed. A font type of Times New Roman with a font size of 12should be

kept.

3) Participants should ensure that their papers include all relevant figures, tables and bibliography.

4) Submissions, in any case, should not exceed 12 pages in length, double-columned.

b) Final Presentations

1) Final Presentations on the submitted analysis should be in .pptformat strictly and should be timed for 15 mi

(10 minutes for presentation and 5 minutes for Question and Answer round).

2) The decision of the judges shall be final and binding.


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REGISTRATION PROCEDURE

The registration shall be done through the Cognizance website.

Steps

1. Each Member needs to register on the website. This will generate a unique Cogni id, after email verification.

2. The Team Leader (which you will select yourself) needs to login into the website through his username

password.

3. The Corpostrat event, under Competition page, has the tab Register to register the team for the event.

4. Enter the Cogni idof team leader and other members of the team.

5. This will generate your Team Id and a mail shall be sent to the mail id of team leader about the registration.

Submit your entries and mail your queries to [email protected]

Event Coordinators:

Udit Bhardwaj: +91-9953753823

Kumar Gaurish: +91-7895643643

Documents

Corpostrat_ProblemStatement