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Cobe Group Project

In: Business and Management

Submitted By pawan123
Words 1984
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vs vs Brand : Indian School of Business | COBE : Group Project | | | |
Comparative Analysis:
ISB (Challenger) vs IIM (Established Leader) in Management Education in India
Comparative Analysis:
ISB (Challenger) vs IIM (Established Leader) in Management Education in India

|

Group Members
Anuj Nigam (61310848)
Pawan Verma (61310107)
Rajat Giri (61310031)
Rucha Deshmukh (61310482)
Suruchi Giri (61310030)
S N Basu (61310512)
Group Members
Anuj Nigam (61310848)
Pawan Verma (61310107)
Rajat Giri (61310031)
Rucha Deshmukh (61310482)
Suruchi Giri (61310030)
S N Basu (61310512)

ISB | IIM | Collage Comparative Analysis | * The collage is portraying salient points of ISB. In anti-clockwise order from top right hand side * Global Faculty -> Case Study & Publication-> Bush Visit (Global presence)-> Corporate support -> Global School Support-> Student life-> Controversies-> Two school model-> ISB Logo (Global Identity in form of globe) | * The collage is portraying salient points of IIMs. In anti-clockwise order from Top right hand side * Biggest asset for IIMs – their alumni-> IIMs with varied architectures-> CAT and coaching centers menace-> Visitors at IIMs (e.g Laloo)-> Always ranked in Top 3-4 in various magazines ratings-> Student life at IIM-> Controversies with government especially with MHRD-> Total 13 IIMs | Segmentation & Tageting | * Discovered a new segment of 3+ years experienced Indians who are not willing to pay hugely for an experienced MBA program abroad * Targeted marketing. Road-shows all over India. Senior admissions committee reach out to prospective applicants | * Freshers coming out of graduation. Though IIMs are increasingly trying to woo experienced professionals * No specific target marketing is done by IIMs. Admissions to IIMs are almost a black-box model for students. | Information Sharing | * More open: Web, marketing campaigns, campus visits. Course curriculum, Faculty etc are posted on internet | * More Closed: Only courses details are available with no details and faculty etc. Don’t pursue traditional brands | Course Offerings | * 4 courses are offered – PGP, PGPMAX, MDP Short courses, FPM | * 7 courses are offered in IIM Ahmedabad including one of public policy and agriculture. Other IIMs offers less | Admission process | * Focused on students with work experience. * Follow GMAT which is global standard. Separate weightages are given to GMAT Score, Essays, Recommendations, Past work experience etc * Offers exceptional customer services through counseling sessions, coffee with Alumni, Information sessions etc | * Admissions through one of the most coveted entrance exams in India – Common Admission Test (CAT) * High selective ratio – only candidates with top 98%ile make to one of the top 3-4 IIMs * Coaching institutes play very important role in preparing students for CAT | SWOT Analysis | Strengths | * Global faculty exposure through faculty portfolio model. All the world’s leading global B Schools teach at ISB * Strong corporate support and industry linkages * Experienced class pool * One year MBA program – saving opportunity cose * Offers Young Leaders Program (YLP) to candidates in age group of 0-2 years * Strong foreign schools linkages * Case based pedagogy * Research focused Centers of excellence | * Huge Brand value * Very Strong Alumni base * Strong rankings in the Indian magazines * First MBA choice for any graduate fresher * Two year MBA program, providing more exposure * Strong and old corporate linkages * Supported by Ministry of HRD, GoI | Weaknesses | * Higher fees as compared to other Indian B Schools * 1 year course – students lose out on certain opportunities such as internships * Relatively younger institute | * Even though act as autonomous institute, direct control by MHRD, GoI * No or Less work experience of the students, restricting exposure * | Opportunities | * IF two campus-one school model works then it will be huge opportunity to further expand the institute beyond India. * To tap in international students who otherwise go to Europe, USA * To expand the student pool by offering adequate scholarships incentives to students * To start dedicated research publications through its centers of excellence such as HBR by Harvard Business School | * To establish themselves as destination of choice for all the fresh graduates who aspire to do MBA * Increase the capacity in take * Hire global faculty and start having global footprints in unexplored areas * To establish themselves as focused institutes such as Ahmedabad for General Management, Kolkata for finance etc | Threats | * Need to prove innovative one school two campus model with Mohali campus in a successful manner. | * Brand deterioration because of new opened IIMs – a huge challenge to keep brand intact |

Indian School of Business [Product]: Indian School of Business offers different types of education programmes – these include Full Time Post Graduate Programme in Management (PGP), Post Graduate Programme in Management for Senior Executives (PGPMAX), Executive Education and Fellow Programme in Management (FPM). While PGP programme is the flagship course, other courses are equally imperative to ISB identity. ISB mandates atleast two years of work experience before admissions. ISB has created its separate identity by organizing various programmes such as training programme for MPs and MLAs, bureaucrats, NGOs, policy makers, entrepreneurs. ISB also has 11 Centers of excellence which ranges from Healthcare to Family Business to Emerging Markets Solution etc. These centers provide research support to the institute. Apart from this, ISB also enjoys its partnership with other leading global Business schools such as Wharton, Kellogg, London School of Business etc. These tie-ups enable the school to provide global exposure to the students. To provide best of the education, ISB pursues visiting faculty model where the faculty from all over the world come to teach at ISB. ISB is first Indian and second global B School (after INSEAD) to have two campuses and one school model. ISB has been consistently ranked under Top 20 in global B Schools by leading agencies. (Refer Exhibit 2)
Recommendations
1. ISB should leverage their status as one of the most research oriented institutes and foray into online education publication business like Harvard Business School a. One additional source of revenue b. Establish thought leadership in the management education space 2. Attract more international students c. To differentiate itself from other BSchools, ISB should leverage its global brand and attract more international students by offering adequate incentives d. Can become destination of choice and offer great value proposition to students from Asia, Africa etc who otherwise would have gone to Europe or US B Schools.
Indian School of Business [Place]: Indian School of Business currently has new model of one school and two campuses at Hyderabad and Mohali with a total intake of 770 students in PGP program and 65 students in PGPMAX. While ISB attracts students from all professions, maximum number of students comes from engineering. The school organizes info sessions across different national and international cities to spread the awareness about their program. Regarding securing faculty, ISB links up mainly with partner B School and other global school and attracts foreign faculty from there.
Recommendations:
* If two campus model works then ISB may plan to open new campus abroad especially in South East Asia where there is huge surge in MBA demand. * The school can plan to expand the strength to 1000+ students in next 2-3 years for PGP program and to 100+ for PGPMAX programme. * ISB should employ both ‘push’ and ‘pull’ strategies to establish itself as leading B School * Push: ISB should forge ties with different leading corporates and government for employee training * Pull: ISB should offer generous sponsorship to attract candidates as well as make provisions to employ spouses * ISB should leverage online channels – blogs, management journals etc to spread awareness among student community * Attract different mix of students – sports person, medical professionals etc by offering good incentives through scholarships and good career opportunities after graduation
Indian School of Business [Price]: The average fees for the Class of 2013 were INR 21.5 Lakhs in ISB, which is the maximum amongst all top Indian B-schools. As seen from the comparative table in Exhibit 1, ISB currently charges one of the highest fees among the Top B-Schools in India. However, ISB has positioned itself as global B School imparting the same management education as leading western schools at half the price.
Also, being one year program, ISB students saves one year and that opportunity cost is included while evaluating and doing comparisons with other B Schools. Also ISB students generally command one of the highest salaries in placements as compared to other leading B Schools in India. The ISB’s average salary of INR 15.4 Lakhs, the lowest in their bands (for those with about 5 years of work experience) is still approximately INR 3 Lakh above what an IIM graduate could expect. (Refer Exhibit 1)
Recommendations
While the price is not high compared to top international B-schools (who ISB considers as their real competitive set), the potential students tend to compare it with IIMs. * ROI: IIMs appear to have an edge, on calculating the earnings as a ratio of fee paid, since ROI is never calculated on a year on year basis. If ISB calculated the ROI on a year on year basis, it can effectively counter this disadvantage. * Promotion of One-year program: ISB graduates return to work a year earlier, which is a huge advantage especially for people who already have some work experience. Saving this one year not only provides one-year’s salary but also gives a head-start in the organizational ascent. Hence, while communicating the price, it is essential that ISB include the implications of a one-year program and also highlight the advantages like better ROI on a year on year basis and an early return to the workplace * Scholarships: ISB should have general scholarships for merit holders and good students should not shy away because of high price ticket.
Indian School of Business [Promotion]: ISB employs all the communication modes such as facebook, twitter etc to promote its brand image and students as well faculty achievements along with traditional methods of organizing information sessions for students and webinars. ISB taps into corporate relations and potential recruiters through various conferences. ISB organized round the year summit and leadership events such is ILS, Pinnacle etc where industry stalwarts participate. Further, ISB’s dedicated media cell is very prompt to promote students life at various national and international channels.
Recommendations
* Organize more information session in untapped and Emerging Markets : While ISB promotes itself through various MBA fairs, it should also go beyond the mature and tried markets and venture into new avenues. * Use more and innovative channels of promotion such as MBA online forums such as Pagalguy in India and coolavenues internationally. The administration may resolve potential students query leading to goodwill and trust buildup. * To promote its advantages to common masses: ISB should build its brand in common people as well through various society initiatives. India still possesses a family oriented culture and extended families play a key role during high education decision making. * Compare to international B-Schools: The ISB program is structured to compete with the best international B-schools. It is therefore important to change the point of comparison in external communications to the Top International B-schools. Hence, by re anchoring the point of comparison, one can counter the perception of ISB being expensive. * Exchange programs: Another way to highlight the international outlook of ISB is to communicate the affiliation with the Top B-schools and the exchange programs being offered
Exhibit 1: Top B School fees
Top B-schools Fee for 2011-13
ISB Rs21.5 lakh
IIM Ahmedabad Rs 14.4 lakh
IIM Bangalore Rs 13 lakh
IIM Calcutta Rs 13.5 lakh
IIM Lucknow Rs 8 lakh
IIM Kozhikode Rs 10 lakh
IIM Indore Rs 12 lakh
IIM Indore Rs 12 lakh
IIM Shillong Rs 10 lakh
IIM Rohtak Rs 9 lakh
IIM Jaipur Rs 9 lakh
IIM Ranchi Rs 9 lakh
IIFT Rs 10 lakh
FMS Rs 21,000 (approx)
SPJIMR Rs 8.7 lakh
XLRI Rs 12 lakh
XIMB Rs 7.8 lakh

Exhibit 2: ISB is continuously featured in global B School ranking

Exhibit 3: Collage ISB (Enlarged version)

Exhibit 4: Collage IIM…...

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