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This multimedia case will be provided to the students after having read a written case, so they will already have a knowledge about the subject, the situation and the position of Meliá in Magaluf.

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.

The purpose of this material, is that once the student is aware of the repositioning plan that Meliá decides to make in Magaluf, have all the tools to organize the implementation of this plan, in order to relaunch this tourism destination.

Alliance Airlines vs European Wings: Playing the Pricing Game has been designed to teach students how to set prices in a competitive environment – more specifically the airline industry

Students will assume the role of the marketing manager of an airline competing in the European airline market. For a total duration of twelve months, students have to set prices on a monthly basis. Once the prices for a month have been set, the simulation advances and shows students the results of their actions. There are two airlines competing in the market: “Alliance Airline” which is being controlled by the students and “European Wings” which is controlled by the simulation.

This multimedia case presents the leveraged acquisition of the Spanish textile group Cortefiel. This acquisition is made by a capital risk fund that has developed a business plan that will attempt to create value through Cortefiel’s operations and this fund. At one point the operation is blocked due to other capital risk funds which are also interested in the group. Students have to analyze the business plan and decide whether or not to increase the price offered.

The case presents information about the Group and includes interviews with sector experts that participated in the operation. The last part lets students numerically solve the case carrying out all the sections of the business plan and analyzing if the price that they are paying for the stock should be increased or not.

This case study targets postgraduate students who study the subject of Financial Management II, on the subject of leveraged acquisitions. Likewise, the case can be delivered in corporate finance or valuation seminars.