Linking a key concept(s) of the course text book(s) with practice

Nature of the Study

The project aims to relate the concepts discussed in the course with the practices followed in ARBL, a
leader in the storage battery industry. The project would be based on secondary research as a lot of
information about the organization is available in the public domain. We aim to relate as many
concepts as possible and develop a practical understanding of how these are implemented in the real
world

Objective
The objective of the project is to research more on the practical applications of major B2B Marketing
concepts and to understand the differences between the conceptual frameworks and their practical
application, if any exists. The concepts which are chosen for analysis may either be substantiated or
contest them. The rationale for this study is that a validation will lead to more conviction in the
concepts whereas a contesting result will lead to a clear understanding of the scenario as well as the
concept. The rationale for choosing ARBL is that the company has successfully entered and captured
a large share in a B2B market and offers avenues for research related to many B2B concepts.


Methodology:

First step in this project is to understand the automobile battery market. We would be
studying the size of the market, key players and the recent trends in this industry. Then we
will study about the OEM market in the automobile battery industry. We will then study
about the focal companys business model, product offerings, the entry strategy and how they
captured market pushing Exide batteries. We will relate to the B2B concepts like value
assessment, their positioning strategy, their distribution network, their partnership with the
automobile manufacturers, customer relationships etc. We will end this by studying the
problems that are facing them currently.



Deliverables: (10-12 lines)

Submission of Proposal
Study of the Automobile battery market and the OEM market
(Company and Industry Background

In-depth study of the focal company
Comparative analysis of Amaron with the key players in OEM market
Value assessment
Interview with the dealer and the customers