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Coca-Cola Zero Sugar: The Value Cycle during a Relaunch
Gaganpreet Singh; Sandeep Puri; Sharad SarinCase IVEY-9B17A009-EMarketing, StrategyA 2016 consumer survey in the United Kingdom revealed that five out of 10 people did not know that Coca-Cola Zero (Coke Zero) contained no sugar. Many respondents also expected Coke Zero to taste more like Coca-Cola Classic, but found the taste not similar enough. Therefore, Coca-Cola relaunched the product with an ambitious multimillion-dollar marketing campaign that followed a three-dimension value management cycle encompassing value creation, ...Starting at €8.20
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Burberry's New Challenges
June Cotte; Marta JarosinskiCase IVEY-9B17A014-EMarketing, StrategyIn 2014, Burberry’s new chief executive officer was facing a changing environment and digital disruption in the luxury fashion industry. The Burberry brand image had improved considerably over the past decade. However, several changes within the fashion wStarting at €8.20
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Burberry in 2014
Elberse, AnitaCase HBS-515054-EMarketingIn February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under Ahrendts and Bailey's partnership, in place since 2006, Burberry's revenues have tripled to more than two billion English pounds, and operating profits have more than doubled. Ahrendts has led Burberry to become a brand that once again stands for luxury and th...Starting at €8.20
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Kaya Skin Clinic: Creating a Sustainable Competitive Advantage with Customers
Kareem Abdul Waheed; Vimi JhamCase IVEY-9B17A022-EMarketing, StrategyKaya Skin Clinic (Kaya) was started in India in 2002. It expanded its operations to the Middle East in 2003. The company’s value proposition was to provide medical advice from a dermatologist, which formed the basis for product and service recommendations that would dramatically improve customers’ skin. The company had worked hard to position the Kaya brand through defined e-marketing and customer relationship management strategies; however, in 2...Starting at €8.20
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Uber Elevate: The Case For Flying Cars
Ethan Pancer; Kyle Gulliver; Morris MacLeodCase IVEY-9B18A017-EEntrepreneurship, Marketing, StrategyIn 2017, Uber, a ride-hailing application that was recognized as the world's most valuable start-up, was considering launching the world's first “urban air transport” service—Uber Elevate. Uber's chief product officer needed to convince the new chief executive officer and the board that electric Vertical Take-Off and Landing vehicles were the future of Uber, and to articulate a strategy to launch the service. But was it the right time to proceed ...Starting at €8.20
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Elie Saab: Growth of a Global Luxury Brand
Nadia Shuayto; Hussam KayyalCase IVEY-9B12A023-EMarketing, StrategyAWARD WINNING CASE - This case won the MENA Business Cases, 2011 EFMD Case Writing Competition. In 1982, Saab opened his first atelier in Beirut and began designing luxurious evening gowns and wedding dresses, his talent for design fuelling his career throughout the 1980s. In the 1990s, Saab continued to expand his business by moving to a larger atelier in Beirut and organizing exclusive fashion shows in Europe. In 2000, he opened a salon and sho...Starting at €8.20
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Hasselblad: A New Chapter for the Swedish Camera Manufacturer
Ken Kwong-Kay WongCase IVEY-9B16A017-EEntrepreneurship, Marketing, StrategySwedish camera manufacturer Hasselblad was founded in 1841. The brand reached new heights in 1969, when astronaut Neil Armstrong used a Hasselblad camera to take the first photos on the moon. For decades, Hasselblad was renowned for making the world’s best high-end, medium format cameras for professional photographers. Faced with the paradigm shift from film-based to digital imaging, the company launched digital cameras and also diversified into ...Starting at €8.20
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Brand Israel: Marketing in Crisis
Ilan Alon; Rommey Hassman; Meredith Lohwasser; Jennifer DugoshCase IVEY-9B13A016-EMarketing, StrategyIsrael had experienced great change since its founding in 1948 to become arguably the most prosperous nation in the Middle East. With the exception of the United States and more recently China, Israel had more companies listed on the NASDAQ than any other. It spent a larger percentage of its budget on research and development than any other country in the world. Multinational companies like Intel, Microsoft, Google, Cisco, Motorola, Mitsubishi, H...Starting at €8.20
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Crowdfunding The Young Gallery Project
Russell Williams; Morbhen RattrayCase IVEY-9B15A044-EEntrepreneurship, Marketing, StrategyThe Glasgow-based charity, Impact Arts, was looking for alternative funding streams for its Young Gallery project. As a result, it undertook its first crowdfunding campaign on the Indiegogo platform. The project did not achieve its stated target of £15,000 in the six week campaign period. Instead, only £4,715 (31 per cent of the total) was raised. While the charity did not achieve its goal, the campaign left the chief executive officer and her te...Starting at €8.20