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Introduction
You should select concepts, theories and frameworks from the course to apply to your answers. Your answers should provide specific examples from the case study and making linkages with your learning from the course.
This assignment requires you to demonstrate knowledge and skills you have acquired throughout the course of this module, by completing SIX (6) tasks. The total word count is FOUR THOUSAND (4,000) words. Your answers to the tasks must be fully referenced.
The word target for each answer is stated.
Case Study
Bernard Aidoo is the Founder and Chief Operating Officer of Amrit Ka Fovvara (literal translation: fountain of nectar) based in Rajasthan. Bernard’s start-up business focused on providing access to affordable, clean drinking water in urban areas of India.
When Bernard came up with the business idea, the only option for local citizens was to buy water in plastic bottles which was very expensive. Bernard had a vision to provide affordable drinking water. For this to be achievable, Bernard envisioned the water to be delivered unpackaged, using technology for quality assurance.
Bernard was originally driven by his ambition to eradicate bottled water in Rajasthan. His idea for Amrit Ka Fovvara was to create a viable alternative to plastic bottled water. After experimenting with prototypes, he had a clear idea of the problem he wanted to solve, and a sense of how to go about it in terms of technology and product.
Bernard sought some input from mentors, and to advance his thinking they threw up the idea of focusing on the issue of improving accessibility to water rather than reducing plastic waste. This shift in approach meant that Bernard needed to rethink what he was doing and how he was positioning Amrit Ka Fovvara. This shift signalled a few things for Bernard, in terms of his target markets (not just public spaces, but also schools, hospitals, institutions), design of the product to be more modular, and most importantly the kinds of consumers he was targeting.
Bernard had already pivoted his business idea, a couple of times, but each time he has built on the work he has done previously. This time he decided to start from first principles. He used the Business Model Canvas as a structured and easy tool to analyse the new idea in clear terms for everyone involved.
He was working remotely at the time in Pune and Mumbai while his business partners were in Rajasthan working on the product and technology. Bernard had a vague idea how the new idea might work, but was finding it hard to express it, so he used the Business Model Canvas to structure his thoughts and present to his partners.
The business canvas model forced him to think through all aspects of the idea that he may not have thought of otherwise. Bernard found the business canvas, a very useful tool to build a holistic overview about how the idea might grow into something bigger. For example, previously he had focused a lot on who the consumer was, what the product was and the resources he would need. The canvas forced him to articulate human resource management, operational activities and most importantly the value proposition.
The business canvas model helped Bernard to structure his idea before communicating it to the rest of the team. He used his notes from the exercise to have several calls and meetings where he then changed his pitch quite dramatically and also made some subtle changes in the product roadmap and market sizing.
The core of the system is now a modular vending machine that can be installed in various contexts, providing quality assured unpackaged drinking water to people who need access all while reducing plastic. Amrit Ka Fovvara’s water system has now expanded into other parts of Asia, as well as, in Africa.
Task 1 – 15 Marks
From the case study, explain what you have learned about the importance of innovation and how Amrit Ka Fovvara (AKF) has achieved innovation.
Word target = 600 words
Task 2 –15 Marks
How might AKF use the 4Ps marketing mix (Product, Price, Place and Promotion) to make customers aware of their product?
Word target = 600 words
Task 3 – 15 Marks
Explain the role of operations management in AKF. Word target = 600 words
Task 4 – 20 Marks
Applying the SIX (6) principles for design thinking, analyse how design thinking can help AKF.
Word target = 800 words
Task 5 – 15 Marks
Analyse the role of Human Resource Management in opportunities and challenges of AKF competing in a global ‘free market’ context.
Word target = 600 words
Task 6 – 20 Marks
Explain the importance of cash flow for AKF. Word target = 800 words
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