Ivey Business School (Canada)
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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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Gold Crest Hotel: Filling Room Vacancies
Nicole R.D. Haggerty; Mackenzie Schmidt; Matt Bradley; Glen Thomson-Bullock; John Paul BelmonteCase IVEY-9B18A028-EMarketing, StrategyIn 2015, the general manager of the Gold Crest Hotel (Gold Crest) in Mwanza, Tanzania, had only three days to present a compelling marketing strategy for the hotel at the executive board meeting. Though the hotel had recently experienced revenue growth from its conference room bookings, management wanted to increase average yearly hotel occupancy. A new marketing strategy had to include a target consumer segment, a marketing plan, and options tha...Starting at €8.20