Search results for: 'producto'
Expansión a nuevos mercados de parques temáticos el … DE1-225
In 2005, Ferrari signed an agreement to build the first Ferrari-inspired theme park in the world. The park was built on Das Island in Abu Dhabi, United Arab Emirates. Hence, Ferrari World Abu Dhabi, the first theme park entirely devoted to the legendary carmaker Ferrari, came to existence. The success of the park attracted new players who requested licenses from Ferrari to open new parks. In response to this demand, Luca Fuso, the head of Ferrari Brand, must make decisions:
- Should Ferrari sell any licenses or simply only allow Ferrari World Abu Dhabi to exist?
- If new Ferrari parks do open, should they be located in developing or developed countries/regions?
- How do the answers to the above questions affect Ferrari’s long-standing view that the demand for Ferrari products should never be fully satisfied?
The case is designed for use in courses on international management for MBA students and upper-division undergraduate business students. The focus on international business makes it useful for audiences from cross-culture management courses. The students would benefit the most if they have taken in the past courses in topics such as Global Business Environment and Leadership.Academic Area:Strategy
Ciudades, innovación y talento GE2-135
This technical note explains the fundamentals of the ecosystem for innovation and talent and its importance for the city. We can understand the role of human capital and how important talent is for the ecosystem, where several factors converge for the generation of ideas, products, methods or processes and that encourage entrepreneurship.
Through this document, we will be able to know what talent is and how it is associated with human capital, why talent is important to the ecosystem of innovation and economic growth of a city and what aspects are necessary for a city to have an urban ecosystem of innovation and talent.Academic Area:Entrepreneurship | Others | Innovation
Seis pasos hacia una empresa omnicanal MK2-152-M
The customer journey is a 6-stage process that follows a potential customer through every touch point they have with your brand.
The six stages are: Awareness; 0 Moment of Truth (0 MOT); Evaluation; 1st Moment of Truth; 2nd Moment of Truth and Loyalty and Advocacy. In this multimedia students will be shown a potential customer experience each of these stages as she goes in search of a little black dress. Along with this, they will read a detailed explanation of both how to ensure any customer is kept happy in that stage, and which digital channels you can use to target them.
They will complete the multimedia by completing a customer journey mapping exercise on a downloadable excel, where they have to predict the emotions felt and the channels required in each stage of the customer journey.Academic Area:Marketing & Communications
Ingeniería de Motores S. A. is a company that manufactures small engines for other manufacturers of gardening products.
The case is dedicated to the possibility of externalizing a significant part of the manufacturing process to another company. Should they accept the offer of this supplier? How would this decision change if they could use the empty and unused space they have available?Academic Area:Cost Accounting & Management Control
Técnicas de innovación MK2-144
This learning material describes the method that is necessary for the process of innovation of a brand. From the attitude and inspiration to the sophistication of the message to influence the perception of who receives it.Academic Area:Marketing & Communications | Innovation
Una App que no podrás rechazar SI1-153-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 | Digital Technologies & Data Science
Cómo detectar en qué etapa de la relación se encuent … MK2-149
In marketing, especially now when relationships with consumers are built on the basis of the entire purchasing funnel in a coherent and linked way, it is key to detect what phase of the funnel the consumer is in with the brand.
A brand’s ultimate goal is always for the consumer to buy. But why does the consumer not do it? Is it because he does not know me? Does he know me but not prefer me? And if he does it, does he buy again and recommend me?
This is key because the strategy to work on awareness (TV) is different than the one to work on consideration (product test), preference (working with advocates) or purchase (promotions).Academic Area:Marketing & Communications
MB&F, la gestión de la creatividad DE1-219
The case describes the foundation and development of Maximilian Busser and Friends (MB&F) a company that was established in Geneva with limited resources and was dedicated to manufacturing Horological Machines from its inception. One of the principal aims of the company was to produce the high-end watches that would be masterpieces, with limited edition.
MB&F is an example that illustrates how relevant it is to define a clear vision and idea of the product and the market and how to enter a closed and complex industry with limited resources. However, taking this creative approach in a traditional market was full of challenges.
Despite of these problems and challenges the company achieved a position as a player in the market. The case describes different reasons for that success, highlighting manufacturing, supply and distribution. Especially, the case remarks how the creativity approach best describes MB&F.
The case introduces a fundamental question for the company, particularly: if this success is sustainable or if MB&F represents a trendy product that will soon fade away.Academic Area:Strategy | Entrepreneurship
El Cliente y el Asesoramiento Financiero DF2-244
The technical note explains the concepts and differences between product and customer banking. It also explains the types of investors, mainly conservative, risky and very risky, to offer financial advice better suited to their needs. On the other hand, it uses the Life Cycle Theory of Franco Modigliani to segment customers according to their current needs. It wraps up by explaining the five types of services that banks can offer their customers depending on their type.Academic Area:Finance