Search results for: 'Commercial plan'
THE TRANSFORMATIVE JOURNEY OF BI / BIG DATA IN TELEF … (C) SI1-161-C-I
Big data is currently very trendy. All companies are working in one way or another with this technology. Nevertheless, beyond the hype, how does a great consolidated company, a market leader, revolutionize data and artificial intelligence? How do you extract the maximum potential of data to achieve a real impact on your clients and the business?
In a context of containment within the sector and decreasing revenues, Telefónica España, a telecommunications incumbent and leader in its market, decides to consolidate its leadership by opting to transform its business.
In this case study, Telefónica España faces the challenge of designing and building a model with structural and transversal data serving the whole company. As it does so it must attend to its daily business needs, assess the technological possibilities of big data and manage an important cultural change.Part 3, covering
2011-2018, shows how Telefónica transformed itself from a reactive (“what happened why?”) into a predictive (“what would happen if…?”) company with a wow-effect commercial offer (for example, the recommendations feature of TV content).Academic Area:Digital Technologies & Data Science
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
Media Planning MK2-136-I-M
This tutorial introduces students to the different aspects of media planning from the initial process through to the different stakeholders involved in the changing landscape of media and media agencies. The entire process is explained through the use of a real multimedia case about the launch of a new car.
Information about the media sector and advertisers explain in dynamic way how new technologies have changed the sector in recent years. The case includes exercises and videos with managers from the sector which help students understand the basic concepts in an interactive and practical manner.Academic Area:Marketing & Communications | Negotiation
Novartis. Commercial Strategy for Success MK1-138-I
This interactive case study has been developed for students to apply their knowledge about how to develop a sales strategy and a commercial plan. It takes a practical approach and includes two interactive exercises: The first exercise Launch of Exforge in Spain and the second Launch of Rasilez Galvus & Eucreas in Spain. In both exercises students have to plan the commercial and promotional strategy for these new products as well as for those already existing already in the market.Academic Area:Marketing & Communications
Novartis, commercial strategy for success MK1-138-I-M
This interactive case was developed so students learn and put into practice their knowledge of developing a business strategy and sales plan. The case presents two interactive exercises which simulate students’ proposed business strategy for facing the commercial challenges the Spanish company Novartis faced in 2008.
The first exercise corresponds to the launch of Exforge in Spain and the second exercise to the launch of Rasilez, Galvus y Eucreas. In both exercises, the student should plan his/her business strategy for these new products as well as those that already existed on the market. At the end of the exercise, the student will obtain numerical results and graphs of the obtained sales, profitability of the strategy, Share of Voice among others.Academic Area:Strategy | Marketing & Communications
IKEA Communication Strategy MK1-132-I-M
This case tells the story of IKEA and its communication strategy from its arrival in Spain in 1996 to the year 2004. The case details the history of the company and provides examples of different campaigns from around the world.
Students can study the different marketing campaigns with their desired objectives and the outcomes that the company wished to achieve in the different stages. TV commercials outdoor print and catalogue examples provide background for the analysis. As a conclusion students are asked to consider four alternate campaigns for the future and select the one they feel is most suitable.Academic Area:Marketing & Communications
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