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  1. Vinos de Georgia MK1-169

    The case is about how to build the “Georgia Brand” and how to position Georgian wines on the international market. The oldest wine remains in the world, dating from about 6000 BC, have been found in Georgia, which would allow us to affirm that Georgia is "the cradle of wine." In addition, the country has some 500 endemic grape varieties, and grape fermentation methods that allow making very special wines. All these elements should allow Georgian wines to be positioned as niche products, and to be sold at a high price. However, due to historical and political conditions of the last 100 years, hardly anyone outside Georgia and the former USSR is aware of these facts, and Georgian wines are mostly exported to countries of the former Soviet republics.

    The case points out to several decisions that have to be made regarding Georgian wines.

    Academic Area:
    Strategy | Marketing & Communications
  2. WINES OF GEORGIA: MK1-169-I

    The case is about how to build the “Georgia Brand” and how to position Georgian wines on the international market. The oldest wine remains in the world, dating from about 6000 BC, have been found in Georgia, which would allow us to affirm that Georgia is "the cradle of wine." In addition, the country has some 500 endemic grape varieties, and grape fermentation methods that allow making very special wines. All these elements should allow Georgian wines to be positioned as niche products, and to be sold at a high price. However, due to historical and political conditions of the last 100 years, hardly anyone outside Georgia and the former USSR is aware of these facts, and Georgian wines are mostly exported to countries of the former Soviet republics.

    The case points out to several decisions that have to be made regarding Georgian wines.

    Academic Area:
    Strategy | Marketing & Communications
  3. EFFECTIVE COMMUNICATION FOR LEADERSHIP CM4-001-I-M

    The tutorial takes the student through the aspects of oral communication which research and observation show will make the speaker be perceived as more charismatic. It covers the least frequently taught side of charismatic communication: the content of the speech. The first part shows how to frame the message, through the depiction of values, the future, the individuals as capable of achieving the vision, the power of the group to succeed, and the leader himself as the standard to follow. The second part teaches which rhetorical recourses are most effective in conveying the message. The third part studies the attributes and behaviors most frequently observed in charismatic leaders. The fourth part shows the uses of language that will reduce the perceived power of the speaker. 

    Academic Area:
    Organisational Behaviour | Human Resources | Marketing & Communications | Others
  4. CALVIÁ BEACH MK1-165-M

    This multimedia case will be provided to the students after having read a written case, so they will already have a knowledge about the subject, the situation and the position of Meliá in Magaluf.

    The case describes the story of Meliá Hotels International in Magaluf, Mallorca, as a touristic destination that had an extraordinarily fast development. It became a reference destination, due to its climate and privileged environment. It turned into a reference of quality and cost-effectiveness in Spain for decades, driven by hotel investment and tourism in the area.

    However, in the 90s the perception of the area, as a quality tourist destination, decreased and began a period of inflection. These actions led to the fall of prices and margins of hotels.

    Faced with the situation of serious deterioration of the Magaluf area and the declining results of Meliá hotels in the area, Mark Hoddinott knew that they had to make a strategic decision about the positioning of Meliá in that destination. After detailed analyzes, reflections and a wide network of consultations with collaborators, Hoddinott concluded that the best alternative for the company was investing in the area and promoting a strategic repositioning to restart Magaluf as a tourist destination.

    The purpose of this material, is that once the student is aware of the repositioning plan that Meliá decides to make in Magaluf, have all the tools to organize the implementation of this plan, in order to relaunch this tourism destination.

    Academic Area:
    Marketing & Communications
  5. CALVIÁ BEACH MK1-165-I-M

    This multimedia case will be provided to the students after having read a written case, so they will already have a knowledge about the subject, the situation and the position of Meliá in Magaluf.

    The case describes the story of Meliá Hotels International in Magaluf, Mallorca, as a touristic destination that had an extraordinarily fast development. It became a reference destination, due to its climate and privileged environment. It turned into a reference of quality and cost-effectiveness in Spain for decades, driven by hotel investment and tourism in the area.

    However, in the 90s the perception of the area, as a quality tourist destination, decreased and began a period of inflection. These actions led to the fall of prices and margins of hotels.

    Faced with the situation of serious deterioration of the Magaluf area and the declining results of Meliá hotels in the area, Mark Hoddinott knew that they had to make a strategic decision about the positioning of Meliá in that destination. After detailed analyzes, reflections and a wide network of consultations with collaborators, Hoddinott concluded that the best alternative for the company was investing in the area and promoting a strategic repositioning to restart Magaluf as a tourist destination.

    The purpose of this material, is that once the student is aware of the repositioning plan that Meliá decides to make in Magaluf, have all the tools to organize the implementation of this plan, in order to relaunch this tourism destination.

    Academic Area:
    Marketing & Communications
  6. Halo Top Ice Cream & Behavioral Economics AH1-003-I

    How do you go about making difficult decisions and what are the key psychological shortcuts and biases that may impair your rationality? This case uses the real-life example of the successful launch of Halo Top’s ice cream brand in the United States as the basis to construct a psychological review of the decision-making process of the company founder, advisers and consumers, helping to identify and illustrate some of the most common principles, heuristics and biases of Behavioral Economics. To do so, the case puts students in young entrepreneur Justin Woolverton’s shoes when he has to decide whether to launch the brand or keep his job as a lawyer, and then goes beyond to review the marketing process and consumer insights that are normally present in product introductions and promotions.

    Should Justin quit his highly lucrative day job as a lawyer and pursue his ice-cream making dreams? And, if he were to decide to launch his brand, what are the psychological biases and mind-traps that he would have to avoid (when making his decisions) or factor in (when considering those of his potential consumers)?

    Academic Area:
    Organisational Behaviour | Economic Environment & Public Affairs | Others
  7. Halo Top Ice Cream: Strategic Marketing Analysis MK1-166-I

    How can strategic marketing help a small new brand succeed in a mature market full of big players? This case is based on the successful launch of Halo Top’s ice cream brand in the United States, using it as an example to guide a discussion about marketing strategy and show how, with clear targeting and a winning unique positioning, a small brand can manage to not only survive but thrive in a mature market with powerful competitors. It puts the student in young entrepreneur Justin Woolverton’s shoes when he has to decide whether to launch the brand or keep his job as a lawyer, and then goes beyond to review the segmentation, targeting and positioning strategies and their impact on the 4P’s of the operational marketing mix.

    Should Justin quit his highly lucrative day job as a lawyer and pursue his ice-cream making dreams? And if so, how should he proceed to launch a brand in such a difficult market?

    Academic Area:
    Marketing & Communications
  8. Mejores prácticas digitales de gran consumo MK2-154

    The digital channel turns out to be successful in different consumer goods companies. An ideal tool to create a strategy based on the strengths, weaknesses, opportunities, and threats (SWOT) from the company itself. In this sense, it seeks to face the battles with the price and physical stores, as well as challenging territories where the manufacturer and/or provider have greater prominence.

    Carrying out the best digital practices allows you to approach the client more directly, unlike how it was done before the irruption of the digital channel. Therefore, it calls us to reflect on the trends and transformations that have been carried out by different companies, adapting to their needs and creating an updated digital marketing strategy.

    Academic Area:
    Digital Technologies & Data Science | Marketing & Communications
  9. Standtech Goes Public AJ-MCMI-114-I-M

    Standtech, S.L. is a technology company that decides to go public in Spain (Bolsas Españolas) and The Netherlands (Euronext Amsterdam) after a share capital increase. Each team of students works as a law firm that advises Standtech in the process of becoming a listed company. The multimedia case is a “journey” through the milestones of such process: (i) transformation of a limited company into an autonomous society; (ii) share registration in book-entry form; (iii) modification of the articles of association; (iv) prospectus approval; (v) attainment of sufficient share distribution.

    Academic Area:
    Others | Law
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