1. A)Assess the business case for Chotukool. B)What are the critical success factors for this product to succeed?
The case is about Godrej & Boyce (G&B), the company tries to enter Indian markets. The company is founded in 1897 in Mumbai. G&B Manufacturing Company Limited was the holding company of the Godrej group, a 170 billion Indian rupee company. The founder, Ardeshir Godrej, was a well-recognized inventor and a visionary, on his side was his brother, Pirojsha Godrej, he could build the inventions. That was the reason why G&B was such a successful and especially diversified company.
The chairman today Jamshyd Godrej had a meeting with Clayton Christensen, a well-known Harvard professor his speciality was disruptive innovations. While this meeting Gedrej saw huge potential for the Indian Market. For example more then 80% do not have a refrigerator. But he also kept in mind that about 50% of the population earns less then 2$ per day.
Thereafter Christensen was invited by Godrej to conduct a two-day seminar for 300 senior executives from the leading Indian companies. The only issue was that Christensen did not use Indian examples there where no studies about disruptive economy in India.
That was the point where G&B wanted to start Pilot projects with Christensen together. G&B developed eight ideas for Mr. Christensen until his next visit. In January 2007 he returned and had a daylong deliberations, afterwards he selected four pilot Projects. One of them was “Chotukool” a refrigerator for less money and less maintenance.
Chotukool is a refrigerator with many opportunities for the Indian market. It is made for the rural India. It is very low priced (3000-3500 Rs) and it is used to operate on a 12-volt battery power. The Indian market is in nearly in every way a high potential market, because India has a huge population and most of them do not have technologies or in our example cooling solutions. The refrigerator market in India was...