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  1. Suavizantes para la ropa MK1-157-M

    This multimedia case has been developed as an interactive single-player simulation. It presents a real life situation of how to use market research in a business context; in the specific case of revenue growth through an increase in consumption. The case covers all the steps within market research; secondary data analysis, the actual design of the market research, and the development of the marketing plan. The case is closely based around a consumer goods giant, however the details of the company have been disguised.

    Through an interactive interface students will review the market research methodologies, analyze key qualitative insights and quantitative data; and more importantly experience first-hand the decision making process behind market research. All this under the intriguing framework of developing the Fabric Softener category in a number of developing countries (Mexico, Russia, Poland, Hungary, and The Philippines, among others).

    By working through this case study, students will learn about market research and at the same time have the opportunity to put into practice their knowledge. They will understand how to use the information obtained from the research to guide investment choices, both in terms of selection of countries as well as specific marketing and promotional activities.

    This simulation can be used as part of a marketing fundamentals course or in a more specialized market research course. It can be used in master programs such as MBA, Master in Management, Master in Marketing Research or degree/university level courses with students that have some previous knowledge in marketing issues and marketing research tools and methodologies. It can also be used in executive education programs.

    Academic Area:
    Marketing & Communications
  2. Bringing energy to paradise: Finding the best market … MK1-159-I

    This case is about Distributed Power Inc., a power generation provider that is looking to expand its business in Central America and the Caribbean in order to take advantage of the untapped market there.

    It starts by describing political, environmental, social and technological aspects of the energy industry, pointing out its many challenges. It then introduces combined heat and power (CHP) systems as a possible solution in order to create energy in a cheaper and more reliable way. It explains how CHP has already been implemented by Distributed Power in some countries in Latin America but there is still an opportunity in Central America and the Caribbean, especially due to the very high cost of electricity there.

    The company must decide where to go by taking into account the industries which require significant amounts of energy and the regulatory framework, GDP, GDP per capita, ease of doing business, access to electricity, electricity infrastructure and electricity installed generation capacity in each country. At the end of the case, descriptions of ten different countries with key data are included that can be used to help analyze where Distributed Power Inc. should go.

    Academic Area:
    Marketing & Communications
  3. PayForaPresent.com: Consumer Behavior & Expansio … MK1-155-I

    Dana Melosto has to consider the core benefits that PayForAPresent.com (her on-line wedding registry) provides to its consumers. Based on these, she has to decide between three different expansion opportunities. Expand the wedding registry business to Spain, to Mexico, or open a crowd funding business in the US. She also then has to decide on how to implement her choice, taking into consideration aspects of consumer behavior and psychology.  

    Academic Area:
    Marketing & Communications
  4. A radical innovation in the sky: aviation capital en … MK1-154-I

    Aviation Capital Enterprise (ACE) is a Canadian Company that is planning to launch a radical innovation in the air transport industry: a hybrid airship that is like a "blimp" that offers large capacity transportation capability with significant fuel economy and reduced operating costs. Hybrid Airships can operate from existing infrastructure or with no infrastructure as they can take off and land in almost any location, and they require considerably less fuel than traditional transport options. ACE needs to define a Marketing Strategy and put together a Marketing Plan to launch this radical innovation.

    Academic Area:
    Marketing & Communications
  5. Launching the tesla model X in the U.S.A.: From word … MK1-153-I

    At the begining of 2015 Tesla Motors was launching its new Tesla Model X, a full-electric car defined as an sport-utility vehicle (SUV). The marketing team of Tesla Motors had to put together a Marketing Plan to  launch Model X and they are questioning if Tesla should do a marketing  campaign based on word of mouth as they have done with their previous models or if Tesla should develop a mass marketing campaign to launch the new Tesla Model X.

    Academic Area:
    Marketing & Communications
  6. elBullifoundation: A Delicate Experiment MK1-151-I

    The closing of elBulli as a restaurant on 30 July, 2011 gave rise to a new milestone - the creation of a new organisation, elBullifoundation - which emerges as a universe for the generation of creativity. The goal is to design the project as a stellar space for knowledge within the new cooking paradigm for the coming decades. Revolving around creativity, the space is both integrating and interdisciplinary, given that the creative process is connected to philosophical reflection, the arts, science, practice and technology.

    This case explores the transition of the successful haute couture restaurant, ElBulli, into an innovation centre based on digital technology, called the elBullifoundation. Students will explore topics such as brand management, strategy changes, business model transformation, and positioning.

    Academic Area:
    Marketing & Communications
  7. elBullifoundation: A Delicate Experiment MK1-151

    The closing of elBulli as a restaurant on 30 July, 2011 gave rise to a new milestone - the creation of a new organisation, elBullifoundation - which emerges as a universe for the generation of creativity. The goal is to design the project as a stellar space for knowledge within the new cooking paradigm for the coming decades. Revolving around creativity, the space is both integrating and interdisciplinary, given that the creative process is connected to philosophical reflection, the arts, science, practice and technology.

    This case explores the transition of the successful haute couture restaurant, ElBulli, into an innovation centre based on digital technology, called the elBullifoundation. Students will explore topics such as brand management, strategy changes, business model transformation, and positioning.

    Academic Area:
    Marketing & Communications
  8. Plan de marketing MK2-140-M

    This multimedia tutorial will help students prepare a marketing plan for their business. With the help of a real example (Whisky DYC) the different parts of the marketing plan will be explained from the business mission and vision to the expected results and control mechanisms.

    A game based on the mission and visions of different companies and an exercise on the action plan of Whisky DYC are also included in the tutorial.

    Academic Area:
    Marketing & Communications
  9. Hotel IPSUM: a marketing and commercial strategy to … MK1-149-I

    Faced with the challenge of improving both sales and profitability of Bogota, Colombia’s 5-star Hotel Ipsum, General Manager Rafael Escobedo had to take into consideration the political, social, economic and technological factors working for and against him. A customer base principally traveling for business and higher room occupancy during the week than weekends coupled with a virtually non-existent marketing plan was the primary obstacle standing between Escobedo and achieving higher profitability for Hotel Ipsum. In order to do so, radical changes would have to be made in order to keep the hotel, and his job, from being negatively affected. This case will help students learn the various factors that affect how hotels remain competitive without losing profits in an ever-changing and challenging market.

    Academic Area:
    Marketing & Communications
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