Search results for: 'Positioning'
The Expansion of Palladium Hotel Group DE1-224-I
The case describes the challenges and opportunities of the Palladium Hotel Group (PHG). PHG is a Spanish company founded in the 60s by the Matutes family that, with over 60 years in the market, is one of the leading companies in the sector.
This case describes the main milestones and challenges of PHG caused by the digital transformation trends in the tourism sector during the previous decade. It includes the story Ushuaïa Ibiza Beach Hotel, which is known for changing Ibiza forever. It also discloses the P2P dynamics achieved with the consolidation of Palladium Addicts.
There is also a description of the segmentation, targeting and positioning strategy followed by the marketing team and the importance of the digital transformation to create a dynamic and proactive management strategy.
The growth of the company was effective in terms of revenue and profits in the past decade, and PHG’s next challenge was to further conquer the American traveller and redesign the strategic roadmap for the coming years in order to achieve the growth and customer experience objectives.
This case has been designed for use in undergraduate, graduate (MBA programs and Master in Management programs), and Executive MBA and Executive Education programs as well as in courses such as Marketing Strategy, Digital Transformation and Digital Innovation.Academic Area:Strategy | Marketing & Communications
Calviá Beach: Meliá Hotels International Leading the … MK1-165-I
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.Academic Area:Marketing & Communications
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
Porsche AG. Beyond the limits of Luxury? DE1-204-I
The case focuses on the two new models Porsche introduced in late 2013 which, interestingly enough, would become the most expensive (918) and the most affordable (Macan) Porsches to date. This was a new strategic challenge for Porsche as growing the company´s business in two new areas, (the high-end and low-end of the market) represented both a good growth opportunity, but also a major strategic challenge. The case has been designed for the elective course "Luxury Strategy" at IE Business School. Within this course, the case covers the session dedicated to growth management and more particularly, discusses a key strategic issue for luxury firms: the tension between growth and exclusivity.Academic Area:Strategy
elBullifoundation: A Delicate Experiment MK1-151-I
The closing of elBulli as a restaurant on 30 July, 2011 gave rise to a new milestone - the creation of a new organisation, elBullifoundation - which emerges as a universe for the generation of creativity. The goal is to design the project as a stellar space for knowledge within the new cooking paradigm for the coming decades. Revolving around creativity, the space is both integrating and interdisciplinary, given that the creative process is connected to philosophical reflection, the arts, science, practice and technology.
This case explores the transition of the successful haute couture restaurant, ElBulli, into an innovation centre based on digital technology, called the elBullifoundation. Students will explore topics such as brand management, strategy changes, business model transformation, and positioning.Academic Area:Marketing & Communications
The Positioning tutorial shows the basic concept of positioning segmentation and differentiation in a didactical and entertaining way.
With the help of an introductory animation different ways of segmenting are shown and positioning is underlined as one of the strategic pieces of a marketing plan. Different multimedia examples and some short exercises complete the material.Academic Area:Marketing & Communications
In this interactive case students take on the role of marketing director of Paradores during a time of uncertainty regarding the hotel chain's future. After reviewing information surrounding the current industry climate students must develop the marketing plan for the following year.
The material emphasizes the decisions that must be taken when developing a marketing plan. The student is guided through the initial stages segmentation of the market differentiation and positioning before having to select appropriate marketing actions for the four P's.Academic Area:Marketing & Communications
Fiat Stilo: Positioning MK1-122-I-M
This interactive multimedia case analyzes Fiat Auto Spain's positioning strategy of a new product from different perspectives. During this interactive exercise students can assume different roles (Managing Director Marketing Manager or Sales Manager) deal with the decisions regarding a product's positioning and analyze the coherency of the decisions made in the company's various areas.Academic Area:Marketing & Communications