The case describes an entrepreneurial firm, CoCubes, which has instituted a paradigm change in the way campus recruiting is done in India. In a paradoxical environment of high accessibility of officially educated, yet not easily employable talent pool in a mounting economy as well as a concomitant challenge faced by all recruiting firms in having the aptitude to spot and draw high quality talent, CoCubes offer outstanding value propositions to a double set of customers (viz., the faculties and the companies that are recruiting from campuses), only one of which is a paying customer (schools). Within this kind of environment, it is important for CoCubes to effectively manage the involvement with all the businesses that are recruiting and try and alter their mindset to recruit from non-established non-highest institutes. On the other hand, the schools have conventionally never paid to get their pupils set. Getting faculties to pay is important for CoCubes to succeed and grow.
This necessitates colleges to see worth in CoCubes' offerings. In this context, one amongst the lot of challenges for CoCubes is to find ways to make better the worth of its offerings, particularly given the materialization of critical competition that is demanding to mimic the CoCubes business model. CoCubes also associates with various companies in improving skills of the nominees. As a way to stay ahead of the competition with these associates, CoCubes faces the additional challenge of developing new product offerings and managing associate relationships. All this calls for flawless performance and consistent innovation as a way to preserve its first lead over present and emerging competition. The case is well suited for elective courses on Business-to- Product & Services Marketing, Entrepreneurship and business Marketing.
PUBLICATION DATE: September 01, 2013 PRODUCT #: IMB429-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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