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Case Study Assignment 2: Telma: Building and Defending A Market Leader

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Riya
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84 views

Case Study Assignment 2: Telma: Building and Defending A Market Leader

Uploaded by

Riya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Case Study Assignment 2

Telma: Building and Defending a Market Leader

Submitted by: Group 7


Riya Gupta: 2020H1490847P
Kaushal Gopani: 2020H1490822P
Sairaj Ghadge: 2020H1490823P

Question) What Strategy Telma should adopt to combat the competitive threats to leadership?
Answer)
There are various measures, Glenmark can adopt to combat the threats:

1) Telma can invest in research and development more to make sure they have competitive
advantage to competing rivals.
2) Telma should focus on building economies of scale in production and sales.
3) Telma should involve making constant changes to the business so that it is difficult for
competitors to compete.
4) Telma should build and invest in marketing to establish point of differentiation in customer
perception and increase customer loyalty.
5) Telma should increase existing advertising expenditure.
6) Glenmark should list down the opportunities like the application of the emerging
technologies, changing the customer tastes, listing the threats which can impact the
shrinking markets and the market growths.
7) To integrate the strategic marketing to form an emotional connection with the consumers
and strengthen the consumer loyalty.
8) To invest in pop up stores owned by the company to stock the brand exclusively, and
integrate it with brand characteristics and personality to attract consumers.

Some barriers to entry for new entrants can act in favour of Telma:

 Capital Requirements: A strong barrier to entry as new entrants will require strong financial
and resource cushioning for operations to take off and be sustained.
 Economies of scale: Act as strong barrier to entry as exisiting players in the industry operate
with high economies of scale, which new entrants will take time to achieve.
 Product Differentiation: Act as strong barrier of entry if the products within the industry
have high levels of differentiation on which they operate and approach customers.
 Customer Loyalty: A strong barrier to entry since customer loyalties and perceptions are
emotionally built and strongly enforced as long as the brand delivers on its core promise and
quality.

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