© The Institute of Chartered Accountants of India
© The Institute of Chartered Accountants of India
© The Institute of Chartered Accountants of India
1. (A) Rohansh Bakshi a 22-year-old from Maharashtra, started a gaming equipment company called
TEEMOX, which specialises in gaming chairs, gaming consoles, controllers, wireless keyboard,
and touchscreen mouse pads. Rohan has been an innovator and loves building products. Hence,
to prioritise his time more on development, he insisted Mr. N. Muniyappa, his mentor, to be the
CEO of the company and spearhead business from the front.
Rohansh has always believed in bringing something new to the consumer and that is clearly
projected in the products offered by TEEMOX. His designs reflect youth with exciting colors and
comfort, and they match the quality of global big brands. However, to make hi s products worth the
money that his customers are paying, the procurement is done from Indonesia and Vietnam, where
the materials are easily available at low costs.
Interestingly, Rohansh’s AI based gaming chairs have been a huge hit for the company, bringing
in the maximum revenue and margins. The business has gone from 200 units sold to over 5000
units sold in just six months. To add to it, a famous FMCG Brand approached TEEMOX to
collaborate for a sports drink focused on gamers. The team is excited about this collaboration as
the deal shall bring in more awareness and open newer markets for them. But Mr. Muniyappa
insists that this might as well displease the existing consumers who relate to TEEMOX as a
customer-oriented brand rather than yet another money minting business.
Nonetheless, the plans seem to be working in the company’s favour for now and the future seems
bright. To put in context, the gaming industry is booming with a Compound Annual Growth Rate
(CAGR) of 190%, adding over 20 million new customers every quarter. Clearly, o pportunities are
enormous, and the brand is on track. A well-established vision and mission for the company could
be a strong strategic advantage for challenging times to come.
Based on the above Case Scenario, answer the Multiple-Choice Questions which are as follows:
1. Based on the above case which of the following seems true above the Strategy of TEEMOX?
(a) Strategy was unified and comprehensive.
(b) Strategy was comprehensive and integrated.
(c) Strategy was integrated and unified.
(d) Strategy was integrated, unified and comprehensive. (1 Mark)
2. Gaming chair business of TEEMOX is a cash cow. Which of the following strategies helped
it become such an influential business?
(a) Organisation differentiation
(b) Product differentiation
(c) Focused differentiation
(d) Low-cost product provider (1 Mark)