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  1. Multisat DF1-116

    Multisat starts in 2004 with a value proposition in the environmental consulting market, specialized in the use of remote sensing.

    It was about approaching the evolution of environmental phenomena from a new perspective to design new functionalities that are able to interpret the relation between parameters.

    The case centers itself in the creation of a financial plan for this project, which requires a series of previsions and then a ratio analysis to support the company as a whole.

    Academic Area:
    Finance
  2. Equinocio Center: Cibersanwich CG1-056

    The case features a restaurant chef who decides to take on entrepreneurship with his wife and opens a restaurant at the Equinocio de Majadahonda Mall. It was a restaurant focused on sandwiches but also offered internet connection through a couple of computers.


    The case details the associated costs. All the information was sent to a company, who was in charge of delivering accounting statements for small companies, so they could have an accounting valuation of the last year.

    Academic Area:
    Cost Accounting & Management Control
  3. Caso ABC en la Clínica de la Luz CG1-046

    The case starts by explaining how the controller of Clínica de la Luz designed and established a cost system. It then allows the learner to calculate the cost of several activities of the clinic, as well as estimate the cost at which they should negotiate a contract with the insurance company Sunchal.

    Academic Area:
    Cost Accounting & Management Control
  4. Ross Spain, S.A. SI1-145-I

    The firm Ross Spain S.A. was facing an automation challenge for the creation of quotes for their clients, due to the large amount of these that had been flooding in the previous months. To reduce the time spent on this task, the company thought of creating a spreadsheet that would allow the fast creation of quotes to match this growing demand.

    This case contains the necessary information for the student to then dedicate time to the creation of the spreadsheet that the company needs, thus fine tuning their abilities with this powerful tool.

    Academic Area:
    Information Systems & Technologies
  5. Ross España, S.A. SI1-145

    The firm Ross Spain S.A. was facing an automation challenge for the creation of quotes for their clients, due to the large amount of these that had been flooding in the previous months. To reduce the time spent on this task, the company thought of creating a spreadsheet that would allow the fast creation of quotes to match this growing demand.

    This case contains the necessary information for the student to then dedicate time to the creation of the spreadsheet that the company needs, thus fine tuning their abilities with this powerful tool.

    Academic Area:
    Information Systems & Technologies
  6. Iceland: Marketing and Promoting the Ultimate Touris … MK1-158-I

    The case reflects the situation of Iceland as a Tourism Destination. The country has been growing in number of tourists in the last few years and it is expected to continue growing. The students should analyze the current situation of Iceland as a tourism destination and review critically its marketing and promotional actions to end up proposing what Iceland should do in the future to continue developing Iceland as a tourism destination. The specific questions to be discussed are:

    1. The Marketing Budget. How much money should Iceland invest in tourism marketing? Should Iceland increase its marketing budget? Why? What should be the right marketing budget for Iceland and why?
    2. The Target Markets. What should be the top 10 target countries for Iceland? Why? Give a list of the five most important countries to be targeted by Iceland’s tourism marketing campaigns and provide a breakdown of the budget by target markets (% of the budget to be dedicated to each one of the top 10 target countries previously identified).
    3. The Marketing Actions. What should be the mix of marketing actions to be done with Iceland’s tourism marketing budget? Provide a ranking of the 10 most important marketing actions where Iceland should use its tourism marketing budget and give a breakdown of the budget by marketing actions (% of the budget to be dedicated to each one of the top 10 marketing actions previously identified).
    4. The Touristic “Products”. What should be the “touristic products” to be promoted and marketed with Iceland’s tourism marketing budget? Develop a ranking of the top 10 touristic products to be promoted with Iceland’s tourism marketing budget and provide a breakdown of the budget by touristic product (% of the budget to be dedicated to each one of the top 10 touristic products previously identified).   

    Academic Area:
    Marketing
  7. The creation and development of the brand Aquarius MK1-160-I-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
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