Marketing & Communications

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  1. ANALYZING THE NONMARKET ENVIRONMENT OF BUSINESS:THE … DE2-114-I

    This technical note introduces a framework for analyzing the nonmarket enviornment of business, i.e. the social, political, regulatory and legal context in which the firm operates.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications
  2. A “DECLARATION OF INDEPENDENCE” AT PEREZ-LLORCA DE1-116-I

    Written for law graduates in a postgraduate law program. Requires extensive knowledge of the legal sector and knowledge of many topics. Covers an in-depth analysis of the firm’s situation.

    Academic Area:
    Strategy | Human Resources | Marketing & Communications | Others | Law
  3. MECCA-COLA: MENSAJE EN UNA BOTELLA GE1-111

    Mathlouthi had been for a long time very unsatisfied by the American policy in the Middle East. This disappointment soon turned into a boycott on products perceived by consumers as a symbol of American hegemony. With the possibility of war in Iraq, the boycott intensified and became a global phenomenon during the year 2002. The affected companies were, for example, Burger King, McDonald's, Starbucks, Pepsi and Coke.

    Trying to involve his family in this campaign, Mathlouthi encouraged his son, consumer of Coca-Cola, to stop drinking it: "Agree-said the child, but you have to offer me another alternative drink". Solving this puzzle became a personal challenge to Mathlouthi and began to look for a solution.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
  4. WORKCENTER GE1-102

    This case analyzes the trajectory of Workcenter SGD, a Spanish company that offers digital reprography services, from the time of its founding in 1998 up to the beginning of 2005. By that time, the company had surpassed the first growth phase and was confronting important issues concerning its medium and long-term future.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
  5. WORKCENTER GE1-102-I

    This case analyzes the trajectory of Workcenter SGD, a Spanish company that offers digital reprography services, from the time of its founding in 1998 up to the beginning of 2005. By that time, the company had surpassed the first growth phase and was confronting important issues concerning its medium and long-term future.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
  6. Iceland: Marketing and Promoting the Ultimate Touris … MK1-158-I

    The case reflects the situation of Iceland as a Tourism Destination. The country has been growing in number of tourists in the last few years and it is expected to continue growing. The students should analyze the current situation of Iceland as a tourism destination and review critically its marketing and promotional actions to end up proposing what Iceland should do in the future to continue developing Iceland as a tourism destination. The specific questions to be discussed are:

    1. The Marketing Budget. How much money should Iceland invest in tourism marketing? Should Iceland increase its marketing budget? Why? What should be the right marketing budget for Iceland and why?
    2. The Target Markets. What should be the top 10 target countries for Iceland? Why? Give a list of the five most important countries to be targeted by Iceland’s tourism marketing campaigns and provide a breakdown of the budget by target markets (% of the budget to be dedicated to each one of the top 10 target countries previously identified).
    3. The Marketing Actions. What should be the mix of marketing actions to be done with Iceland’s tourism marketing budget? Provide a ranking of the 10 most important marketing actions where Iceland should use its tourism marketing budget and give a breakdown of the budget by marketing actions (% of the budget to be dedicated to each one of the top 10 marketing actions previously identified).
    4. The Touristic “Products”. What should be the “touristic products” to be promoted and marketed with Iceland’s tourism marketing budget? Develop a ranking of the top 10 touristic products to be promoted with Iceland’s tourism marketing budget and provide a breakdown of the budget by touristic product (% of the budget to be dedicated to each one of the top 10 touristic products previously identified).   

    Academic Area:
    Marketing & Communications
  7. Launching a Pringles line extension in Spain MK1-164-I

    The case shows how the protagonist needs to work on two fronts: 1) with the European innovation team & 2) with the local trade team to ensure the best fit with customers, consumers and shoppers.

    During the case, different questions arise: the name "Tortilla" (of potatoes?), the communication model, the distribution strategy, pricing and promo strategy, all this together or separately from Pringles potatoes?

    It has been created for use in undergraduate and graduate programs (MBA, MIM, and Executive MBA) within Marketing and Communication sessions. A preliminary knowledge on the 4 P´s of marketing is needed.

    Academic Area:
    Organisational Behaviour | Human Resources | Marketing & Communications
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