xanadu case study

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a case study on xanadu. a mdp programme which failed by deccan group

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  • 1. CASE STUDY OF XANADUONBUILDING THE BRAND EQUITY OF ANEW TRAINING INSTITUTION GROUP 4 PREPARED BY GROUP 4Shobhit Poorvi VishalAmar

2. 1990 , the Deccan Group set up the Xanadu. 1992, Conducted in-house trainingprogrammes on experimental basis and offerMDP. 1996 Several challenges occurred. 3. Mdps in India Project management- Land acquisitionCost 47500 Effective marketing Leading teams & synergy One day programme at Center for excellencecost 7200Center for excellence has branches are all overIndia.There are many more such centers for mdp 4. Difference between XANADU and other institutes A new brandCompetitors were establishedbrandsPlayers such as XLRI had a firstNothing new in the conceptbeginner advantage and abrand imageWithin the city and convenientAway form the cityto reachHad one branch in all Several branchesFar away from its target Target customer were nearbycustomers 5. CASE QUESTIONS1.What was going wrong with XANADU? Brand building exercise. No sales promotion.. Was far away from the main city- Wastage of 5-6hours. Brand name was not familiar Trust on quality 6. Improperdistribution of expenses Occasional advertising Initial starting cost was high Only one center Lack of mobility with time Over all strategy failure 7. 2. Was it an unsustainable model?To some extent it was a sustainable model in terms of:-a) Good physical infrastructure facility,b)Good Intangible environmentc) Response time and courtesy.d) cleanliness 8. XANADU lacked :- Diversity of service they provided. Flash of experience review and photographs Tension reliving exercises Workshops Business & Management Games to inculcate team spiritlike in kiit university Changing the art of traditional MDP Removing the location and instead making that place aresort. Reopening the center in the city. Inviting management leader such as BILL GATES, RATANTATA, to make this meeting an added advantage for thecorporate 9. Greater variability among service customers expectations.Videos and Cds of the programmeUse of the live streaming facility. 10. 3. Should they diversify?Yes they should expand their business all overIndia to make a strong hold and brand.a) On line training program like SAPb) Preparing MOCK INTERVIEWS,GDS andpreparing for competitive exam. Mba programme 11. Publicationof research journals and articles ontraining program. Career assistance to students Tie up with university and assist in industrialtour, internship training etc. Tie up with the IIms so that they can conductthe long term MDPS outside Banglore at aserene place. 12. xanaduTeaching umanagement in themost of the crucialsituations 13. THANK YOU

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