Structure of the case study is appended along with the pointers :
TOPIC : Corporate communications challenge to synergize efforts for SOBHA Limited in different geographies
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Description of the problem
2. Real estate industry: 250 words
An overview – in context of the world and India – use broad stats – cyclical in nature – government’s position – Bill/ Act
3. Business environment- 250words
Real estate scenario in the current socio- economic environment – business environment – sluggish – low sentiments – awaiting Government’s intervention -
4. SOBHA LIMITED brand story- 500 words
Origins –in Muscat, Oman in brief - set up shop in India in 1995 – listed in 2006 – promoter driven piece shifted to Dubai in 2012, though the brand is same, geographies are different – scale is different. Listed entity remains in India under son Ravi Menon who is the Chairman here and Dubai operations falls under senior Menon, Mr. PNC Menon who is building large projects of 1100 acres etc. also stepping into London markets and have ambitious plans to grow the company to $11 billion in 5 years’ time. While the India operations is of only Rs. 25 billion. Business problems are of different nature at both the places.
5. Communication and business strategies deployed are different – 400 words
Within this framework how does the world of SOBHA position itself to build a unified strong brand and yet continue to sell better in different geographies though impacted by different factors. Yet draw upon the strengths of each other and get resuscitated and energize each other during times of distress.
6. How are other players doing? Scenario in brief? 250 words
7. Dilemma – 300 words
SOBHA has one common brand identity- in Dubai and in India; though the business entities are different – the Dubai arm is privately held while the Indian arm is a public listed company. – now due to overall sluggishness in the market, luxury products are not getting sold easily ; in such a case, efforts are to integrate the energies of different geographies which are beneficial. Dilemma is that some of the luxury products of Dubai and India may compete for same buyers from Mumbai or NRIs from Singapore , Middle East and elsewhere. How to sell well in both geographies without cannibalizing on each other’s prospective buyers?
8. Role of communication is getting blurred with marketing – 300words
Role of communications in India and Dubai is getting blurred and at times working at cross purposes – dilemma is how to sort it out so that the Brand SOBHA emerges victorious and continues to sell better in which ever geography it is present in. how to synergize communication efforts so that it enables strategizing for great marketing.
9. QUESTIONS- 100 words
Generate 5 questions based on this study. the questions must be openminded and urge the reader to offer alternatives as solutions. take care NOT to go beyond the conceptual parameters of the case.