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  1. Mobike Unicorn GE1-141-I

    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 | Innovation
  2. The Expansion of Palladium Hotel Group DE1-224-I

    The case describes the challenges and opportunities of the Palladium Hotel Group (PHG). PHG is a Spanish company founded in the 60s by the Matutes family that, with over 60 years in the market, is one of the leading companies in the sector.

    This case describes the main milestones and challenges of PHG caused by the digital transformation trends in the tourism sector during the previous decade. It includes the story Ushuaïa Ibiza Beach Hotel, which is known for changing Ibiza forever. It also discloses the P2P dynamics achieved with the consolidation of Palladium Addicts.

    There is also a description of the segmentation, targeting and positioning strategy followed by the marketing team and the importance of the digital transformation to create a dynamic and proactive management strategy.

    The growth of the company was effective in terms of revenue and profits in the past decade, and PHG’s next challenge was to further conquer the American traveller and redesign the strategic roadmap for the coming years in order to achieve the growth and customer experience objectives.

    This case has been designed for use in undergraduate, graduate (MBA programs and Master in Management programs), and Executive MBA and Executive Education programs as well as in courses such as Marketing Strategy, Digital Transformation and Digital Innovation.

    Academic Area:
    Strategy | Marketing
  3. Calviá Beach: Meliá Hotels International liderando e … MK1-165

    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.

    Academic Area:
    Marketing
  4. Six steps to an omnichannel company MK2-152-I-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. 

    Teaching objectives:

    • To learn what different digital channels enabled for communication and marketing exist and understand their strengths and weaknesses. To be able to manipulate said strengths in a practical manner in order to achieve concrete results, measurable through analytics tools.
    • To understand what the customer journey is and how you can use digital channels to both attract customers, convince them to purchase and keep them loyal to your product or service.
    • To create a buyer persona/s that specifically target your ideal customer/s to enable you to predict the thought processes of your clientele and adapt your marketing strategy in order to ‘wow’ them at every touchpoint.

    Academic Area:
    Marketing
  5. IKEA: Global Brand Communication MK1-163-I-M

    IKEA: Global Brand Communication transports students from the classroom straight into the IKEA showroom. This highly interactive multimedia case details a brief history of IKEA and focuses on the communication strategy used by the brand in 2014, with an emphasis on IKEA Ibérica and its decisions in the Spanish consumer market.

    The IKEA case is separated into 4 sections, each section being a specific area of an IKEA showroom (living room, kitchen, bedroom, and cash registers). In each room learners obtain information, watch videos and take part in activities by clicking on pieces of interactive furniture. In the first room, the living room, students get to know IKEA as a brand, their history, values and performance. Next is the kitchen, where participants will learn about IKEA’s relationship with consumers around the world. This section includes interviews with IKEA customers from various countries, as well as an interactive Brand Sentiment Matrix. Later on in the bedroom, students have a more intimate view of IKEA’s relationship with the Spanish consumer market. Here students can see relevant statistics and data of IKEA Ibérica both from public sources and exclusively from IKEA Ibérica themselves. Some of the most valuable material in this case can be found here, with exclusive interviews from IKEA Ibérica’s Marketing Director as well as their publicity agency McCann. Finally, students can review the takeaways from the case as they approach the registers and exit. Here they can see final thoughts from the professor and author of the case and are prompted to share their own insights via social media.

    Academic Area:
    Marketing
  6. Marketing programático MK2-150

    Programmatic marketing allows the user to be impacted at an exact moment and in a specific context in such a way that this impact occurring is conditional on something happening and in milliseconds. By being marketing automation, there is technology behind it.

    The term covers a wide range of technologies that allow the purchase process, ad placement and advertising optimization to be automated.

    Because advertisers now have more information about users (pages they visit, articles they search for, what they share on their social networks, etc.), they can address them with messages more accurately than ever.

    Academic Area:
    Marketing
  7. KPI y métricas según canal y objetivo de negocio MK2-148

    It is important to distinguish concepts that are sometimes confused and are different things: data, metrics and KPIs. In this material, these three concepts and their most relevant uses are studied.

    Data are cold figures. Data collection generates information in the form of metrics. And the most relevant metrics that allow taking stock of businesses are KPIs (key performance indicators).

    Dashboards usually collect these KPIs and all the information elements needed to facilitate decision making. They are very important in management and aim to review the most relevant business information at a glance.

    Academic Area:
    Marketing
  8. 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
  9. Market Research MK2-103-I-M

    Market Research is an interactive tutorial that shows the process of market research in a very practical manner. Students take on the role of product manager working for a company in the soft drinks sector and are responsible for a new product launch.

    Throughout this tutorial different theoretical content and video examples of market research techniques (such as focus groups and questionnaires) help students to assimilate the main concepts.

    Academic Area:
    Marketing
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