Jupiter aqua lines ltd: Direction and growth dilemma by U T Rao
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Date
2023
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Publisher
The Case Centre, Cranfield University
Abstract
Jupiter Aqua Lines Ltd (JAL) is a three-decade old growing mid-sized company in the bath fittings industry based at Mohali / Chandigarh, Punjab, India. The company started as a typical marketing company using the 'Group Entrepreneurship' model by eight promoters/directors. In 2014, the company was being managed by B S Anand and Vivek Kapoor, Directors of the company. The other directors had sold the stake in the company over the years. The company operated in competitive bath fittings industry space and had witnessed the shift from the 'Seller's Market' to 'Buyer's Market'. JAL's products were regarded as quality products in the value for money market with the price-value equation. As per the case setting, both the directors had been cherishing the memorable moments of the silver jubilee function to celebrate and commemorate the 25th year of JAL as an entity. They reflected upon the journey of the company. The company had clocked with a turnover of INR530 million in 2013; the company grew through a conservative organic route with a prime focus on quality products and stakeholder satisfaction. It was time to navigate the company to the next level amidst various business challenges and competitive forces. The second generation was to join the company as family managers. Chalking out a plan and designing a role for them was another pending decision. The directors were also contemplating the growth areas and future strategies leading to sustained and profitable growth.