Case Description In 2013, Bikes & Co Ltd, a business unit belonging to a multi-divisional organization in Nagpur, India, was rooted in the past and out of touch with the contemporary environment. A new chief executive officer had been charged with implementing strategic changes that would turn the unit around across the organization, in every function and department. These changes aimed to align the company with consumer expectations and behaviour, which was reflected in retail outlets or points of purchase.
The organization had to avoid concentrating only on the consumer's end decision point and focus instead on the entire consumer decision journey. The new chief executive officer had been given 12 months to accomplish a business transformation that would address issues related to human resources, the supply chain, marketing and branding, vendor management, sourcing, sales, customer service, enterprise resource management, product design, engineering, and retail outlets.
Learning Outcomes 1. Understand that the concept of business transformation is an integrated activity and fully owned by all stakeholders 2. Outline how business processes can be changed to deliver consumer delight at every step of the journey 3. Prioritize various initiatives within a transformational process
