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Daimler: Motoring at the Speed of China
Saul Estrin; Christine Cote; Daniel Shapiro; Katherine NunnerCase IVEY-9B20M023-EStrategyThis case is set in 2018 in China and follows Daimler’s efforts to compete in the Chinese automotive market amidst fast paced changes which are underpinned by state driven efforts at fostering innovation. Testing its leverage as the world’s largest and most profitable auto market, China is aggressively pushing foreign and domestic auto manufacturers towards new and ambitious targets for electrification. At the same time, Daimler has to be respons...Starting at €8.20
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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