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Louis Vuitton in Japan
Justin Paul; Charlotte FeroulCase IVEY-9B10M067-EEntrepreneurship, Marketing, StrategyThis case deals with the opportunities and challenges of Louis Vuitton, the leading European luxury-sector multinational firm, in Japan, taking into account the unique features of brand management and integrating culture and consumer behaviour in Japan. In the last decade, Japan has been Louis Vuitton’s most profitable market, but the global economic crisis has presented challenges.Facing a weak economy and a shift in consumer preferences, Louis ...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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F.P. Journe: Continuing the Tradition of Haute Horology Excellence
Ken Kwong-Kay WongCase IVEY-9B14A073-EEntrepreneurship, Marketing, StrategyIn the summer of 2014, the founder and sole owner of F.P. Journe, a maker of luxury watches, sat in his Geneva headquarters and wondered about the future. Founded in 1999, the private company had 125 employees and a strictly limited production of 850 to 900 watches per year. It was a well-respected brand that was distributed globally through a network of company-owned boutiques and third-party jewellery stores. Its exclusively designed and indivi...Starting at €8.20
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Pequignet: The Face of the Renaissance of French Haute Horlogerie
Ken Kwong-Kay WongCase IVEY-9B15A022-EEntrepreneurship, Marketing, StrategyFor French watchmaker Pequignet, its return to the annual luxury watch and jewelry show, Baselworld, signaled a new page in the company’s 40-year history. As the only “haute horlogerie” manufacturer in France since the quartz crisis in the 1970s, Pequignet had caught the attention of both the media and the watch collector community, despite going through receivership and a change of ownership. In addition to showcasing its Calibre Royal collectio...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
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Tesco's Virtual Store: From South Korea to the United Kingdom
Mark B. Vandenbosch; Alina NastasoiuCase IVEY-9B14A010-EMarketing, StrategyAfter the successful launch of their virtual grocery stores in South Korean metro stations, Tesco UK is trying to determine whether the virtual grocery store concept should be launched in their home market. In order to make this decision, Tesco needs to determine the role of the virtual store(s), the location(s) of the store(s) and the product range. At the same time, Tesco needs to compare the Korean and U.K. markets in order to determine whethe...Starting at €8.20
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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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Adolescentes hoy, jóvenes adultos en 2020
Nueno Iniesta, José LuisArticle ART-1894MarketingAunque no tienen un gran poder adquisitivo, los adolescentes juegan un papel crucial en muchas decisiones de compra. Además, de su comportamiento y actitudes en relación al consumo dependerá el futuro (y la sostenibilidad) de muchas empresas. Por ello, invertir en el conocimiento de este target es una decisión rentable a largo plazo. Si tenemos en cuenta el reequilibrio de la renta que se está produciendo en las economías emergentes, y que...Starting at €8.20
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Rita Rodier: un éxito de ventas (B)
Lara Arias, Luis; Susaeta Erburu, Lourdes; Pin Arboledas, José RamónCase DPO-305Decision Analysis, Leadership and People Management, MarketingEste caso trata el dilema de una "perfecta vendedora" y su ascenso en la organización. Se refleja cómo la protagonista, Rita Rodier, tiene muchas competencias para la venta pero escasas para la gestión de equipos. Por otra parte, su cercanía con la dirección de la empresa, mediante vínculos informales, hace todavía más difícil su encaje como directiva.Starting at €5.74