Search results for: 'Marketing strategies'
An app you can't refuse SI1-153-I-M
This multimedia case describes the situation of BigBangBox, a startup that creates edutainment apps. It shows the strategy followed by them in the launch of previous products. It also offers the necessary information about the markets of apps, to understand the importance of selecting the right strategy, with the business model and the promotion as keys to success.
After analyzing the new app, Mafia Business School, the student can decide the strategy for its launch. The student will have the opportunity of selecting an adequate business model and levels of promotion through the use of a simulator.
The case includes the participation of the founders, who tell the story of BigBangBox as a startup and confront the students with the dilemma of the launch of Mafia Business School. It is narrated through a comic, also known as a graphic story. It has a modern and functional design, including resources provided by the company to make the case more entertaining and fun.
The case study is mainly geared towards MBA and Master in International Management students. It can work in courses like Information Systems and IT & Innovation but also in Marketing and Strategy to show specific cases having to do with the world of apps, games and mobile devices. It can also be useful for students who are taking electives that have to do with digital marketing, mobile, digital business models, digital products or something similar as well as professionals in information systems and technology, marketing and digital communication programs.Academic Area:Strategy | Entrepreneurship | Information Systems & Technologies
Product strategy: portfolio management concepts, typ … MK2-106-I
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
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 | Others
The Marketing Plan MK2-140-I-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
The creation and development of the brand Aquarius MK1-160-I-M
This multimedia case shows the complete process of brand creation, construction and management. Comprised of the steps that must be taken in the process, tools and strategies for communication, and the types of decisions that must be faced when managing a brand, students will learn a model that can later be used in other markets and sectors or with other products, as well as understand key factors of the creative process and the search for efficient solutions for communication-based business problems.
Various videos with people who actively participated in the creation of the Aquarius brand are included, such as Marcos de Quintos, Chief Marketing Officer for The Coca-Cola Company, and Miguel García, Creative Director of Sra. Rushmore. It also includes several graphs in which students can analyze market tendencies, competition in the sector, or the rise in non-carbonated beverages in the Spanish market. This data is available in an Excel spreadsheet which the student can download and use to carry out a study.
At the end of the case, several dilemmas which Aquarius faces are brought up, requiring the student to consider different strategies in order to resolve the future challenges Aquarius will be faced with.
The case is recommended for students of degrees and master programs (MBA, MIM, Executive MBA) in marketing and communications sessions and as a basis for a work during the course. It can be used in courses directly related to brand management, commercial communication, integrated communication, communication strategy and creativity.Academic Area:Marketing