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I-Star: Expanding in North America
William Wei; Xiaohua Yang; Roger Chen; Kimberley Howard; Stanley KwongCase IVEY-9B12M041-EInformation Technologies, Marketing, StrategyThe president of I-Star America, Inc. and vice-president of I-Star Corporation reflected on the success of I-Star in the Chinese and Japanese IT markets and the challenges of increasing market share in North America, one of the largest markets in the world. I-Star was expected to grow about 30 per cent in the next few years, and the president considered whether the strategy used in Japan could be applied to North America.Many Chinese firms that e...Starting at €8.20
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A Speed Race: Benelli and QJ Compete in the International Motorbike Arena
Francesca Spigarelli; Ilan Alon; William WeiCase IVEY-9B09M097-EEntrepreneurship, Marketing, StrategyIn 2005, the Qianjiang Group (QJ), a large-scale Chinese state-owned group, acquired the Italian company Benelli to expand its business in Western markets beyond Italy. Benelli's brand advantage was intended to provide the core competency for QJ to compete in the global motorbike markets; in addition, Benelli's capabilities and know-how in motorbike and scooter engineering also helped QJ complete its product portfolio. After a successful start, t...Starting at €8.20
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Channel Change at the BIG PASTURE in Inner Mongolia
Xiaokui Huang; Miao Cui; Liqin Zhang; Ke WangCase IVEY-9B15A036-EMarketing, StrategyBIG PASTURE Animal Husbandry Company (Group) Co., Ltd. (BIG PASTURE) had achieved great success after nearly 10 years of development. It had started as a ready-to-eat food processing factory that supplied individually owned stores and franchises with self-produced food. Since then, its product line was extended to include fresh and processed beef and mutton. At the same time, BIG PASTURE undertook a major shift from company-operated stores to com...Starting at €8.20
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Zheng Shan Tea Company: Growing the Home Market
Baoheng Wang; Kersi Antia; Vivek AstvanshCase IVEY-9B16A013-EMarketing, StrategyIn 2014, Zheng Shan Tea Company, a Chinese tea producer and exporter, noticed an increase in the consumption of black tea, particularly among mainstream, middle-class consumers in China. The company wondered how it could increase its sales and leverage the growing popularity of black tea. The company’s brand director recognized the potential opportunities, but realized that she had two significant challenges. First, because the company had histor...Starting at €8.20
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Otoyol Motor Company
Jim KayalarCase IVEY-9B09M053-EMarketing, Service and Operations Management, StrategyOtoyol Motor Company, a large commercial vehicle manufacturer, is on the verge of being liquidated by its shareholders. Despite all efforts to maintain its competitive position, the company has been caught in a downward spiral. Erosion of its first mover advantages, shifts in industry core competencies and changes in consumer preferences have depreciated the company's value proposition and deteriorated its market share. Utilizing empirical data, ...Starting at €8.20
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Marks and Spencer Enters China
Jane Menzies; Ilan Alon; Jennifer DugoshCase IVEY-9B12A036-EMarketing, StrategyMarks and Spencer (M&S) had first ventured into international markets 70 years ago. By 2012, M&S had 337 stores in 41 countries. Although M&S saw itself as a U.K. retailer that exported its products, the company had been attempting to reduce its dependency on the U.K. economic cycle. Its goal was to increase international sales from £800 million to £1.0 billion by 2013/14. By 2020, M&S wanted to be an international, multi-channel retailer. When t...Starting at €8.20
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Beijing Xiaomi Technology Co.: Growth Via Online Channels
Miao Cui; Yanhong Guo; Feixiang Peng; Jilong Wang; Liang Wang; Tianyue YangCase IVEY-9B14A074-EMarketing, StrategyBeijing Xiaomi Technology Co. Ltd. (Xiaomi) had grown into the third-largest cell phone brand in China and the sixth-largest in the world. The company solely deployed online channels, which contributed to its success. In the initial stage, Xiaomi depended on its own online channel to interact with consumers to develop user-friendly products and sell products. Three years after its inception, the company successfully established its flagship store...Starting at €8.20
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GENICON: A Surgical Strike into Emerging Markets
Allen H. Kupetz; Adam P. Tindall; Gary HaberlandCase IVEY-9B10M041-EEntrepreneurship, Marketing, StrategyA critical question facing a company's ability to grow its business internationally is where it should go next. One company facing that decision was GENICON, a U.S.-based firm that manufactured and distributed medical instruments for laparoscopic surgeries. Although the minimally invasive surgical market in the United States had long been the largest in the world, international markets were anticipated to grow at a much faster rate than the U.S. ...Starting at €8.20
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Cherries With Charm: Turkey's Alara Agri
Michael R. Pearce; Jordan MitchellCase IVEY-9B09A019-EEntrepreneurship, Marketing, StrategyThe chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian r...Starting at €8.20
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Incubation and the Hong Kong Science and Technology Parks Corporation
Hugh Thomas; Chi Fai Chan; Howard Lam; Icy Fong Lai NgaiCase IVEY-9B19A038-EEntrepreneurship, Marketing, StrategyThe chief executive officer (CEO) of the government-owned Hong Kong Science and Technology Parks Corporation (HKSTP) is setting the marketing policy for the incubation program at HKSTP, Hong Kong’s leading incubator of high-technology companies. Seeing marketing as a driving force to convey the strategy of HKSTP, the CEO must analyze the key services through which HKSTP can increase an incubatee’s chances of success; analyze the advantages and di...Starting at €8.20