Marketing & Communications

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  1. Estrategia de producto: conceptos, tipologías herram … MK2-106

    This note introduces readers to concepts about products. It explains various definitions of what a product is, emphasizing that products are not what the producer wants them to be but how the consumer perceives them. It looks at the value hierarchy for the customer and the levels of the product (core benefit, generic product, expected product, augmented product and potential product) and then goes on to explain its physical and psychological attributes. Next, it delves into the brand emphasizing that it is one of the key elements of the commercial strategy used for products and a valuable strategic asset and then takes a look at the brand identity. Using Nike as a practical example, it introduces readers to the hierarchy of benefits and how to use the brand’s attributes to identify the final identity of the brand. It describes the differences between consumer goods, industrial goods and services and also talks about how to manage a portfolio of products using Procter & Gamble and Pantene as an example. Then it describes the stages of the product market life cycle and how it is essential for any company that wishes to remain profitable over the long term to develop new products. Looking at the Ansoff Matrix, readers are introduced to four different strategies regarding products and markets. Lastly, the note explains the BCG growth/relative market share matrix to show how to determine the strategic situation of a company’s products/markets and the AC matrix to determine the attractiveness and competitiveness of a market.

    Academic Area:
    Marketing & Communications
  2. Positioning: a key factor in marketing strategy MK2-105-I

    The technical note explains the importance of the positioning strategy of the brands within the general marketing strategy of a product or a company. It also describes and analyzes the positioning as a phase in the Marketing process, the advantages of a good positioning and the common mistakes marketers run into when positioning a brand. It emphasizes segmentation as a tool for the positioning strategy.

    This material is details the process of development of the positioning and its phases. It explains stages of market definition, market segmentation, reasons for segmenting or not segmenting, segmentation criteria and differentiation.

    Academic Area:
    Marketing & Communications
  3. Airbnb: Disrupting the hotel industry? DE1-217-I

    The case describes the creation and growth process of a company of the so called shared economy with a platform business model, which was potentially disruptive for the hotel industry. Using the setting of the Airbnb entry in Spain and the response of the hotel industry, the case looks in detail at the nature of the business model of a sharing economy firm and the challenges its advancement posed for the industry.

    The case provides insights into some of the different parts of Airbnb's business model: how it creates and captures value, how a company with fewer resources is able to compete and overcome its rivals and threaten a powerful industry, when the success of its business is based on the trust of its users because the company does not guarantee safety.

    This case helps us to understand the challenges that the growth of Airbnb poses for the hotel industry and reflect on the factors that made this business model so successful.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
  4. AirBnB: ¿Desestabilizando la industria hotelera? DE1-217

    The case describes the creation and growth process of a company of the so called shared economy with a platform business model, which was potentially disruptive for the hotel industry. Using the setting of the Airbnb entry in Spain and the response of the hotel industry, the case looks in detail at the nature of the business model of a sharing economy firm and the challenges its advancement posed for the industry.

    The case provides insights into some of the different parts of Airbnb's business model: how it creates and captures value, how a company with fewer resources is able to compete and overcome its rivals and threaten a powerful industry, when the success of its business is based on the trust of its users because the company does not guarantee safety.

    This case helps us to understand the challenges that the growth of Airbnb poses for the hotel industry and reflect on the factors that made this business model so successful.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
  5. ACB Endesa Sponsorship MK1-161-I

    Time is ticking for Endesa, an electrical company that sponsors the ACB (Spanish Basketball League), to decide whether to renew their sponsorship of the ACB or part ways. After a four year contract originally signed to help reposition the Endesa's brand, they cannot ignore that interest in their league is waning, many top Spanish players are drafted by the NBA, or ACB's inability to find a sustainable and profitable business model in the Is this the end of Endesa and ACB’s relationship or simply a short break?

    Academic Area:
    Marketing & Communications
  6. Patrocinio de Endesa de la ACB MK1-161

    Time is ticking for Endesa, an electrical company that sponsors the ACB (Spanish Basketball League), to decide whether to renew their sponsorship of the ACB or part ways. After a four year contract originally signed to help reposition the Endesa's brand, they cannot ignore that interest in their league is waning, many top Spanish players are drafted by the NBA, or ACB's inability to find a sustainable and profitable business model in the Is this the end of Endesa and ACB’s relationship or simply a short break?

    Academic Area:
    Marketing & Communications
  7. HUAWEI Spain: Everybody Can Be A Dancer CM1-005-I

    This case study discusses Huawei's history and development in Spain. It analyses the telecom operator's origins and culture and the way it entered the Spanish market by focusing on bringing corporate communications in-line with the company's business strategy in order to create awareness, change the firm's image and construct a corporate reputation for its different interest groups. The case study also explains how Huawei's communications department developed as the business grew and illustrates how it overcame the west's prejudices about Asian companies.

    Academic Area:
    Strategy | Marketing & Communications | Others
  8. HUAWEI España: Everybody Can Be A Dancer CM1-005

    This case study discusses Huawei's history and development in Spain. It analyses the telecom operator's origins and culture and the way it entered the Spanish market by focusing on bringing corporate communications in-line with the company's business strategy in order to create awareness, change the firm's image and construct a corporate reputation for its different interest groups. The case study also explains how Huawei's communications department developed as the business grew and illustrates how it overcame the west's prejudices about Asian companies.

    Academic Area:
    Strategy | Marketing & Communications | Others
  9. 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
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