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7. Case: Titan—the Outsourcing Journey

Question (a)

The answer is required to cover a brief introduction of Titan, a detailed explanation of the concept of outsourcing and the reasons for its growing popularity in the manufacturing industry, a brief comment on pros and cons associated with outsourcing the manufacturing function, and a detailed explanation of why Titan had to decide in favor of outsourcing its manufacturing activities despite having the best manufacturing setup.

The answer briefly explains the concept of outsourcing and the reasons for its growing popularity in the manufacturing industry and also comments on the pros and cons associated with outsourcing the manufacturing function. It explains why Titan had to decide in favor of outsourcing its manufacturing activities.

The answer has many relevant points, and fits the intent of the question.

Question (b)

The answer is required to cover a detailed discussion on whether outsourcing is a viable option for Titan and a detailed examination of whether this operational strategy contributes to competitive advantage in both domestic and international markets.

The answer states that outsourcing was economic, and explains how the outsourced DASH and FASTRACK range of watches boosted Titan’s sales and market share in the domestic market. The answer also discusses how the outsourcing had reduced the delivery time.

While the answer has some relevant points, it has not brought out clearly and adequately how the outsourcing contributed to competitive advantage in international markets. It should have indicated how Titan’s foreign marketing subsidiaries had performed. Overall, the answer is not comprehensive enough.