Search results for: 'Estudio'
Mobike Unicorn GE1-141
The case describes some strategic, marketing and organizational challenges faced by Mobike during the path of further expansion and growth. China, as an emerging and fast-expanding market, has its unique features. Mobike, as a successful Chinese startup, was able to survive a number of rounds of fundraising and stood at a crossroad, leading to different future growth paths.
The company has its doubts about the future. The point is not how to grow fast, but how to grow and stay in the market longer. The founder Hu Weiwei and CEO Davis Wang were concerned about the strategy for the future. The question was: should Mobike enter the deeper level of second- and third-tier cities in China, or should it pursue its global market penetration?
The case illustrates the challenges presented by business expansion. It highlights the importance of strategic tools, namely business model canvas, scenario planning and market analysis, to reevaluate current business operations, clarify future possibilities and mitigate business risks.
The case could be used in business schools at a variety of levels, including undergraduate, MBA and Executive. It could also be used in marketing, strategy and international cultural management courses. It is particularly useful for participants who want to explore strategy domain or build market knowledge on Chinese markets and the growth path on Chinese startups.Academic Area:Strategy | Entrepreneurship | Marketing & Communications | Innovation
Uruguay: La diferenciación de un destino turístico e … DE1-171
This case study was carried out at the request of the World Tourism Organization with the objective of being used for the training of professionals in the tourism sector. The case describes the main aspects that characterized the Uruguayan tourism sector from 200-2009. During this period the income generated by inbound tourism was doubled in American dollars as a consequence of a significant increase in spending by tourists. The objective of the case is to provide the reader with sufficient information to analyze which factors explain said increase and which are the possible challenges Uruguay faces in terms of is touristic strategy in the coming years.Academic Area:Strategy
Novartis, estrategia comercial de éxito MK1-138-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