IESE (España)
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SEUR: Digitalizing Express Shipping
Foncillas, Pablo; González, JorgeCase M-1309-EInformation Technologies, Marketing, StrategyThe heads of marketing at SEUR (Servicio Urgente de Transportes; "Urgent Shipping Service" in English) were ready to present in the meeting room the results of the first six months since the relaunch of the company's new website. They had recently opted for promoting a website with a clear transactional focus. The meeting had been called to examine some aspects of the new site's performance, such as how sales were evolving with respect to target...Starting at €8.20
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Altair (A): The Start of a Management Consulting Firm
Martínez, Juan Carlos; Prats, Mª JuliaCase E-147-EEntrepreneurshipOn December 15, 2009, following a long discussion, Juan Carlos Martínez accompanied one of his Advisory Board members to the door. While returning to the office to tidy his desk, he thought about the last words said to him: "Remember what we ended up invoicing in 2008, in the middle of the crisis. You and I both know how hard it was to get there... Of course we can make it happen again." Juan Carlos was definitely thinking along the same lines, b...Starting at €8.20
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ArteOliva
González, Jorge; Segarra, José AntonioCase M-1132-EMarketingArteOliva has launched a new extra virgin olive oil, packaged in cartons. After the product has been on the market for a few months, management decides to launch a TV advertising campaign to make consumers more aware of its benefits.Starting at €8.20
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Altair (A): los inicios de una firma de consultoría de dirección
Martínez, Juan Carlos; Prats, Mª JuliaCase E-147EntrepreneurshipEl 15 de diciembre de 2009, Juan Carlos Martínez acompañó a un miembro de su consejo asesor a la puerta y, mientras volvía al despacho para recoger los papeles de la mesa, reflexionó sobre las últimas palabras que, después de un largo rato de debate, le había dicho: "Acuérdate de lo que llegamos a facturar en el 2008, en plena crisis, y tú y yo sabemos que no fue fácil llegar hasta ahí Seguro que esta vez conseguimos darle la vuelta también ". C...Starting at €8.20
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ArteOliva
González, Jorge; Segarra, José AntonioCase M-1132MarketingArteOliva ha lanzado un nuevo aceite de oliva virgen extra envasado en brik. Después de los primeros meses en el mercado, deciden realizar una campaña publicitaria en televisión para comunicar las ventajas que tiene el producto.Starting at €8.20
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Anuntis and Anuntis.com
Segarra, José Antonio; González, JorgeCase M-1120-EInformation Technologies, MarketingThe Anuntis group published classified advertisement papers in various cities in Spain. In early 2000 the company's managers were weighing up a number of growth options. One issue was how to transfer their business model to the Internet. Another was the proposal to launch umbrella brands for the group's publications. Lastly, they had to decide on an internationalization strategy for Latin America.Starting at €8.20
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Mármoles del Sur, S.A. (A). Novamármol
González, Jorge; Segarra, José AntonioCase M-1162-EFinance, MarketingA group of businessmen, advised by a wealth manager, must decide on taking an equity stake in a marble fabrication company. The company has a patent and a productive process that could revolutionize the traditional marble sector. The factors determining the valuation of the business are under debate with the current family owners and the group of interested entrepreneurs and managers. The challenge is to assess the business opportunity of this ne...Starting at €8.20
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Europa Group Seguros, S. A.: Estrategia Go-To-Market
Font, Vicente; González, JorgeCase M-1378MarketingEuropa Group Seguros (EGS), filial española de una compañía de seguros alemana, tiene que decidir qué hacer con la fuerza de ventas directa lanzada el año anterior. Los primeros resultados no son concluyentes. Al decidir, deberá tener en cuenta que desde la sede le han reclamado un crecimiento constante. Algunos de los miembros del equipo operativo de EGS señalan que sería mejor para la compañía invertir en la red de agentes tradicional, mientras...Starting at €8.20
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Europa Group Seguros, S.A.: Go-To-Market Strategy
Font, Vicente; González, JorgeCase M-1378-EMarketingEuropa Group Seguros (EGS), the Spanish subsidiary of a German insurance company, has to decide what to do with the direct salesforce launched the previous year. First results are not conclusive. This decision needs to take into account the request from headquarters to show consistent growth. Some of the members of EGS management team support that it would be better for the company to invest in the traditional agent network while others suggest t...Starting at €8.20
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SEUR: digitalizando el transporte urgente
Foncillas, Pablo; González, JorgeCase M-1309Information Technologies, Marketing, StrategyLa dirección de marketing de SEUR (Servicio Urgente de Transportes) se disponía a presentar en la sala de reuniones los resultados de los primeros seis meses del relanzamiento de la nueva web de la compañía, que había apostado recientemente por plantear una web con claro enfoque transaccional. En ese encuentro se analizarían algunos aspectos del rendimiento de la nueva página, tales como la evolución en ventas frente a objetivos, el encaje del p...Starting at €8.20