Examples from lectures of Shrinivas Shikaripurkar


All the lectures of Shrinivas Shikaripurkar were showered with several real world and prominent examples. Noting a few of them, so that it remains in the memory for a long time.

McDonald's:

  • How McDonalds in US has set-up "Hamburger University". This showcases the importance McDonalds places on training and development
  • How McDonald struggled and persevered in Russia for years before succeeding. 
Starbucks
  • Barista always greets you on entrance. Example of good service encounter.
  • Free wifi service. How starbucks uses auxiliary service to attract customers
  •  Service tiering for customer loyality. Gold level and green level.
  • Tie up with "Spotify" - personalised music for customers
Singapore Airport (Changi)
  • Airport uses self-service kiosks widely for checkin, immigration services.  Examples for self-service technologies in services.
  • Jewel in Changi Airport - Nature themed shopping mall in one of the airport terminals. Example of auxiliary services
Ritz Carlton
  • Example of one of the highest level of customer service
  • Motto of Ritz Carlton - "We are ladies and gentlemen serving ladies and gentlemen"
  • Service branding examples of Mariott hotels
    • Ritz Carlton - Luxury
    • JW Mariott
    • Westin, Le Meridien
    • Courtyard Mariott - Lower scale
Zara
  • ZARA is a Spanish clothing and accessories retailer based in Arteixo, Galicia.
  • Zara needs just two weeks to develop a new product and get it to stores, compared to the six-month industry average, and launches around 10,000 new designs each year  ==> Example of excellent supply chain
 Forever 21
  • Forever 21 had to file for bankruptcy
  • High costs in setting up several briack and mortar stores. Costs escalated. It did not have an online outlet

Sam Chui on Etihad A380  "Residence"

Taj Mahal Palace, Mumbai
  • The employees of Taj Mahal palace did not leave during terrorists attack. They risked their lives to protect the customers  ==> Example of customer service, putting customer first
3M
  • Minnesota Mining and Manufacturing company
  • One of the most innovative product companies has over 60000 products
  • 15% of effort and 6% of sales go into R&D
Nirma
  • Nirma was founded by Karsanbhai Patel as a one-man entrepreuner
  • Example of Segmentation and Targeting - Nirma was a low cost detergent and captured the low income market of India
Waketfit
  • Example for service guarantee
  • 100 nights free trial offered. 10 years warranty

Claridge's Hotel in London

Bestbuy

  • Example of Market research
  • Research found that 55% of BestBuy electronic customers are women and over 70% of all purchases are influenced by women
  • Bestbuy took inputs from women to set up the in-store ambience such as color, music etc
  • BestBuy succeeded following these steps


Several more examples and case studies were discussed. These were the ones which came to memory in short span.


Shrinivas Shikaripurkar taught following subjects in MBA classes 2018-19

- Information Systems
- Strategic Management
- Service Marketing
- Marketing Research

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