Search results for: 'Estudio'
EL VIAJE DE TRANSFORMACIÓN BI / BIG DATA EN TELEFÓNI … (A) SI1-161-A
Big data is currently very trendy. All companies are working in one way or another with this technology. Nevertheless, beyond the hype, how does a great consolidated company, a market leader, revolutionize data and artificial intelligence? How do you extract the maximum potential of data to achieve a real impact on your clients and the business?
In a context of containment within the sector and decreasing revenues, Telefónica España, a telecommunications incumbent and leader in its market, decides to consolidate its leadership by opting to transform its business.
In this case study, Telefónica España faces the challenge of designing and building a model with structural and transversal data serving the whole company. As it does so it must attend to its daily business needs, assess the technological possibilities of big data and manage an important cultural change.
Part 1 sketches the profound changes in Spain’s telecommunications sector in the last several years en route to a position of international prominence. It then details the 2012 launch of Movistar Fusión and how Telefónica embraced big data, consolidated into one data warehouse, wrought internal cultural change and maintained strong operational performance all at once.Academic Area:Digital Technologies & Data Science
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
Creación y Desarrollo de la Marca Aquarius MK1-160-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 & Communications
El sistema retributivo de la banca minorista de BBVA … CO1-267
The bank BBVA Spain faced a new retribution system for its office personnel. The case requires an analysis of the situation of company and the market, along with a proposal offered by a consultant.Academic Area:Organisational Behaviour | Human Resources
Supermercados Isleños, S.A. DF1-217
In a rainy day of February, Antonio Gómez, General Manager and shareholder of Supermercados Isleños, S.A. (SISA) was trying to organize his ideas, develop arguments and draw conclusions to be able to defend his new and ambitious strategy for the company at the next meeting of the Board of Directors. While he stared at the rain beating down against his windowpane he tried to concentrate on the facts.... This case study describes, from the point of view of the General Manager, the alternatives SISA is facing in order to ensure its survival.Academic Area:Finance
Rogers Stirk Harbour and Partners RH1-147-M
This interactive multimedia case describes the story of the redundancy process carried out by the architectural studio, Rogers Stirk Harbour and Partners, at the beginning of 2009. The case focuses on how this important studio, which was well-known for having a closely knit, employee-orientated culture, managed this process. The case begins with an introduction to the studio before moving on to hear the reasons of the partners for having to make redundancies. The final section of the case includes an interactive exercise in which students must make recommendations about how the company should manage the process. A dedicated professor's page, which can be shown in class, analyzes the results of the student exercise and also includes a full reaction to the process through various video interviews with employees.
This case lies within the field of Human Resources Management and is fit to be used in such courses across all kinds of postgraduate programs. To date, it has been used successfully in MBA, Executive MBA, Executive Education courses and other management programs.Academic Area:Organisational Behaviour | Human Resources | Negotiation
Camerun una oportunidad para Jumbo en África MK1-141
This case follows Spanish multinational food company Gallina Blanca’s expansion into central Africa and how they laid out their marketing plan so that a viable entry into the market in Cameroon, a country that seemed attractive for its market but also showed great instability. This case will help students better understand marketing plans and how a study of the Four Ps strongly influences the decision to enter into a market or not.Academic Area:Marketing & Communications
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
Comunicación estratégica del Festival del film Locar … CM1-003-A-M
Strategic Communication at Locarno Film Festival is an interactive multimedia case that focuses on the prestigious film festival and in particular the repositioning of the event’s image from the year 2006.
This repositioning is studied through video interviews examples of the activities implemented and interactive exercises.Academic Area:Marketing & Communications