Default Category
-
Stemina Lubricants: Sales and Marketing Challenges of a Small Enterprise
Srinivasa Reddy; Surya Mahadevan; Jayanthi Thanigan; Soumyo Chakraverty; Jayasree ChakrabortyCase IVEY-W26106-EEntrepreneurship, MarketingStemina Lubricants (Stemina) was an automotive lubricant manufacturer in Udupi, Karnataka, India. All Stemina products were a blend of high-class base oil and imported branded additives. Stemina competed with leading brands—one that was strong in the market and at mechanics’ locations, having leveraged its consumer brand equity and strong advertising support to win over mechanics and dealers, and another that had a strong presence in the forecour...Starting at €8.20
-
Mixue: The Race to Stay Ahead in the Asian Tea Industry
Paul W. Beamish; Julia Hou; Ann KamauCase IVEY-W34032-EDecision Analysis, MarketingFounded in 2006, Mi Xue Bing Cheng (Mixue) had become widely popular in the Chinese market by June 2021. Mixue achieved very high levels of growth by using a low-price high-volume strategy, a clever marketing campaign, and an unconventional geographic expansion strategy that emphasized secondary markets. However, the domestic market was becoming too saturated. Seeing Mixue gain recognition, new competitors started imitating its business model and...Starting at €8.20