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Exotic Expeditions Tanzania Ltd.: Competing in Highly Saturated Markets
Nicole R.D. Haggerty; Serena Virani; Caroline Wu; Victoria Stopar; Fatima HaqCase IVEY-9B20A006-EEntrepreneurship, Marketing, StrategyBased in Mwanza, Tanzania, family-owned and operated Exotic Expeditions Tanzania Ltd. was a leading tour operator in East Africa. The company was purchased in December 2014 and experienced considerable success the following year. The owners felt that there was an opportunity for growth within the company and believed that the best way to realize this growth was to improve their marketing efforts and service offerings. The family wanted to remain ...Starting at €8.20
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'Employer branding' en Siemens: ¿quién lidera la marca (B)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1371Innovation and Change, Leadership and People Management, MarketingEn 2015, Siemens se enfrentaba a una crisis de reclutamiento. En un momento en que la digitalización y la ciencia de datos eran claves para la ingeniería, se vio compitiendo con empresas como Google, Apple o Microsoft, mucho más atractivas para trabajar. De hecho, una encuesta de la propia compañía reveló que casi todos sus grupos de interés la veían como una empresa anticuada, poco atractiva y conservadora, una imagen que no reflejaba el trabajo...Starting at €5.74
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Siemens Employer Branding B: Who Owns the Brand (B)
Oliver, Xavier; Sastre Boquet, IsaacCase M-1371-EInnovation and Change, Leadership and People Management, MarketingIn 2015, Siemens was facing a recruitment crisis. In an era where digitalization and data science was key in engineering, it found itself competing for talent with the likes of Google, Apple or Microsoft, while being perceived as a much less attractive place for work than these hotshot companies. Indeed, when performing a survey Siemens discovered that it was seen by nearly all stakeholders as an old-fashioned, unattractive and conservative compa...Starting at €5.74
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VaycayNation: Driving Website Traffic through Second-Screen Analytics
Maik Eisenbeiss; Alexander BleierCase IVEY-9B20A027-EEntrepreneurship, Marketing, StrategyVaycayNation was a German start-up operating an online travel and booking portal. Despite its recent growth, the firm still had low brand awareness in the German market. As a remedy, the chief executive officer planned to invest in a major television advertising campaign to attract more visitors to the company’s website and thus improve its customer awareness. He wanted to build the campaign based on a solid understanding of how executional campa...Starting at €8.20
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Camisetas para el Eintracht Frankfurt
Guinand C.; Heukamp, FranzCase AD-298MarketingUn vendedor de camisetas para eventos especiales intenta valorar si debería ofrecer sus camistas para un evento deportivo. Se utiliza como introducción para análisis de decisiones: estructurar las decisiones, valores esperados etc.Starting at €8.20
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Market Stretch
Gavin Price; Margaret SutherlandCase IVEY-9B09M046-EMarketing, StrategyBio-Oil is a multi-purpose skin care product that has gone from being sold only in South Africa to being the No. 1 scar treatment product in 16 of the 17 countries in which it is distributed. Retail sales have jumped from R3 million per annum to R1 billion from 2000 to 2008. Justin and David Letschert made key decisions to eliminate all of the other 119 products that were being manufactured by the company that they took over in 2000, and focused ...Starting at €8.20
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General De La Rey and the Blue Bulls
Michael GoldmanCase IVEY-9B08A010-EMarketing, StrategyThe Blue Bulls rugby team enjoyed a fanatical fan base and had been performing well in local and international competitions recently. As a leading South African rugby franchise, the Blue Bulls faced a social and political environment that emphasized racial transformation. An up-and-coming Afrikaans musician had become best-seller with his De La Rey song, which was about a Boer soldier who calls on General De La Rey to lead the Afrikaner people to...Starting at €8.20
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Growing the Mamas & Papas Brand
Michael Goldman; Jennifer Lindsey-RentonCase IVEY-9B11A044-EEntrepreneurship, Marketing, StrategyNawaal Motlekar is the managing director of Kwenta Media and founding editor of Mamas & Papas, a recently launched parenting magazine in South Africa. From her early entrepreneurial experiences, Motlekar developed a personal and professional interest in parenting magazines. As a Black South African woman married to an Indian man in an increasingly multi-racial and multi-cultural society, Motlekar recognized a gap for a parenting magazine that wou...Starting at €8.20
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The Beauty of Sorbet
Margaret Sutherland; Verity HawardenCase IVEY-9B12A039-EEntrepreneurship, Leadership and People Management, Marketing, StrategyHIGHLY COMMENDED CASE - African Business Cases Runner-up, 2012 European Foundation for Management Development (EFMD) Case Writing Competition. This case chronicles the origins and growth of Sorbet, a chain of beauty salons targeting upper income women in South African metropolitan areas. Owner Ian Fuhr identified an opportunity to redefine the beauty salon experience in South Africa by offering customers a service unlike anything in the industry....Starting at €8.20
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Somalia's Volatile Politics and the Ethics of Engagement
Krehbiel, KCase SGSB-ETH02-EBusiness Ethics and Corporate Social ResponsibilityThe case expands its companion case, “Al-Shabaab, Gatekeepers, and the Ethics of Humanitarian Aid” (ETH-1), from the level of individual-within-organization to the level of organization-within-political system. The dire need for humanitarian assistance to Somalia’s hundreds of thoUnited Statesnds of internally displaced persons (IDPs) was confounded by the presence of a government that seemed hopelessly weak. Weak governmental institutions creat...Starting at €8.20