Crisis Faced by a B-School

Abstract

This article discusses the marketing missteps made by a prestigious B-school, exploring key concepts such as improper positioning and the imperative for repositioning. It provides an in-depth analysis of the decline in admissions at this well-established institution, culminating in a crisis. Additionally, the article explores a range of strategies available to the B-school’s founder and top management team to enhance the institution’s visibility and bolster its brand. Furthermore, it sheds light on the challenges the B-school faces, including inadequate infrastructure and other weaknesses, such as subpar research output, moderate placement offers and a low ranking in national B-school surveys. The case meticulously examines the errors made by the B-school’s leadership team, such as discontinuing advertising and the ill-advised decision to withdraw from B-school surveys. Ultimately, this article epitomizes the predicament faced by an institution that relied on its historical strengths and failed to adapt to the evolving demands of its environment. It concludes by presenting short-term and long-term strategies available to decision-makers for crisis mitigation. It highlights digital marketing as one of the short-term solutions earnestly considered by the B-school’s management to enhance brand awareness among its target audience.