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Topics: Innovation, Mobile phone, Marketing Pages: 180 (25721 words) Published: September 20, 2013
I N N O V A A T I O N
I N N O V A A T I O N
I N N O V A A T I O N
I N N O V A A T I O N
I N N O V A A T I O N

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ITC’s E-Choupal: A Mirage of the
Poor?
E-Choupal is a novel initiative of ITC
Limited (ITC), an Indian conglomerate,
to improve its marketing channel in
agriculture. It has its roots in Project
Symphony – a pilot project launched in
1999 to organise ITC’s agri business. The
business model was designed to
accommodate farmers, intermediaries in
the traditional model and the company
through information technology. The main
objective of e-Choupal is dissemination and
disintermediation of price information. EChoupal deals with various products – feed ingredients, food grains, edible nuts,
processed fruits and marine products. It
has extended the basket to horticulture and
spices. As of 2007, e-Choupal operates in
the Indian states of Madhya Pradesh,
Haryana, Uttaranchal, Karnataka, Andhra
Pradesh, Uttar Pradesh, Maharashtra,
Kerala and Rajasthan. By 2012, ITC has
planned to expand the project to 15 states
in India reaching 100,000 villages. ITC
has launched Choupal Sagar, a multipurpose retail outlet in the rural areas with plans to open 700 such rural malls by 2012.
ITC-IBD has initiated a new store format
Choupal Fresh Cash & Carry Stores for
retailing fresh fruits and vegetables across
major Indian cities. ITC has piloted a
project with a three-part combo module
to manage the entire value chain. It is
harnessing the technology platform for
improvement. The biggest test for ITC is
the aggressive scaling up of its operations
to successfully reach its vision.
Pedagogical Objectives
• To understand the structure of the eChoupal network
• To discuss the benefits derived out of
the e-Choupal network
• To discuss the future of the e-Choupal
in terms of scalability.
Industry
Reference No.
Year of Pub.
Teaching Note
Struc.Assign.

Rural e-Business
INM0108C
2008
Available
Available

Keywords
E-Choupal;
Corporate
Social
Responsibility; ITC Limited; Farmers;
India; Rural e-Business; Internet Kiosks;
Value Chain Intermediaries; Choupal Sagar;
Innovation Management Case Studies;
Choupal Fresh; Rural Empowerment;
Business Model; Supply Chain Management

Will Harry Potter’s Magic Work for
Universal Studios Theme Parks?
Universal Parks and Resorts, a division of
Universal Studios Inc., one of the leading

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American studios declared in May 2007
that it had obtained the rights for
developing a theme park based on the
extremely successful character of the
popular culture Harry Potter in US, UK
and all over the world. Walt Disney parks
and resorts have also tried to get the rights
for Harry Potter theme park but failed to
strike a deal with the creator of the Harry
Potter character, J.K. Rowling. Universal
and Disney have been competing in the
entertainment industry for many years, and
Walt Disney had been a leader in theme
parks. Though a tough competitor to
Disney in large theme parks segment;
emulating Disney’s strategies, Universal
was facing decline in the number of
attendants to its theme parks since 2004.
With the announcement of a Harry Potter
theme park planned to be ready by 2009,
industry experts anticipated Universal to
gain a momentum over Disney. It remains
to be seen how Universal would leverage
on the successful brand of Harry Potter to
beat Disney in the theme park segment.
Pedagogical Objectives
• To understand the strategies of Walt
Disney company
• To analyse how Disney used
merchandising and cross-promotion to
achieve success in theme parks
• To discuss the competition between
Universal and Disney
• To analyse the huge success of the “Harry
Potter” phenomenon
• To discuss the challenges lying ahead for
Universal that takes on the “Harry
Potter” brand further
• To debate the potential strategies to be
used by Universal as against Disney’s.
Industry
Reference...
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