Orion Corporation's

Orion Corporation's CAST STUDY  solution

Read the following text and answer the questions given at the end :

(a) In 2001 this year, I took over as managing director of Orion Corporation's India subsidiary after spending most of my career away from India. India was one of the biggest Orion - subsidiaries outside of the US and the most successful. Compared to other international subsidiaries, it had at the time some of the best brand shares, the best profit margins and the HQ felt that it produced some of the best managers. The organisation was doing well. More importantly, it was happy continually to be doing better. Each year was somewhat better than the year before. People wete rightly promoted as a result. One of our main business lines was the Brito range of detergents. It was a grand success. There were some hiccups on the way with Springo, a local brand being launched, but we managed to ward off the threat and learnt a few valuable lessons in the process. The market is highly competitive but owing to our focussed brand management skills we have grown continually. The past performance on the overall market is below : the Brito range and given in the graph below

(i)Could you advise with the help of Market Research on what should be the sales target for the next year and the year after ? 

(ii) What should be the target for year 2009 - 10 ?

(b)The University wants to introduce a new course in Retail Management. What type of need analysis needs to be done ? Prepare a Marketing Research proposal for the same, to be submitted to the University.