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Nespresso and the U.S. Market
Edward Boon; Colin Campbell; Leyland PittCase IVEY-9B14M080-EMarketing, StrategyAt the beginning of 2012, Nespresso, a manufacturer and distributor of home-brewed, single-serve coffee machines and capsules, is considering how best to increase its share of the U.S. market. It had always relied on organic growth through its own retail stores and a few premium department store chains. However, between 2005 and 2011, the demand for capsule coffee boomed, and this attracted a number of new competitors, including Starbucks, while ...Starting at €8.20
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United Airlines and Captain Denny Flanagan (Spanish version)
Colin Campbell; Niall Piercy; Michael Parent; Karen RobsonCase IVEY-9B14AS025MarketingThis case follows a day in the life of Captain Denny Flanagan. A United Airlines pilot for nearly a quarter of a century and a former naval aviator, Flanagan has created and championed a campaign to radically change the nature of air travel — putting good customer service at the heart of everything the airline does and reaching back, in some way, to the golden age of air travel. Examples of his service include ordering food for passengers of dela...Starting at €8.20
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Abercrombie & #Fitchthehomeless
Karen Robson; Colin Campbell; Justin CohenCase IVEY-9B13A032-EMarketing, StrategyIn early May 2013, Abercrombie & Fitch, a high-end clothing retailer in the United States, faced a loss of consumer confidence in its brand after quotes made by its CEO in an interview seven years earlier resurfaced. His remarks fostered the perception that the company was prejudiced against overweight people. In response, angry consumers released a YouTube video entitled #FitchTheHomeless urging people to donate their Abercrombie & Fitch clothin...Starting at €8.20
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Global Brand Roll-Out (Spanish version)
Quelch, John A.; Labatt-Randle, JacquieCase HBS-511S14MarketingIn February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to a record value share in the important U.S. market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each...Starting at €8.20
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United Airlines and Captain Denny Flanagan
Colin Campbell; Niall Piercy; Michael Parent; Karen RobsonCase IVEY-9B14A025-EMarketingThis case follows a day in the life of Captain Denny Flanagan. A United Airlines pilot for nearly a quarter of a century and a former naval aviator, Flanagan has created and championed a campaign to radically change the nature of air travel — putting good customer service at the heart of everything the airline does and reaching back, in some way, to the golden age of air travel. Examples of his service include ordering food for passengers of dela...Starting at €8.20