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Santander-Serfín: Revitalizing the Payment Systems Business (Portuguese Version, Brazil)
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-PBMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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Microsoft United Kingdom: the major accounts program (Portuguese Version, Brazil)
Cintora M. A.; Folle, Carlos; Vila, VictorianoCase M-1181-PBMarketingTwo years after the implementation of the large accounts program in Microsoft Spain, some fine adjustments are being considered as a consequence of the changes in customer demand, as well as the change in some of the competitive elements, mainly the evolution of technology and the movements of competitors.Microsoft Spain is studying the possibility of modifying some of the operational aspects of the large accounts program.Starting at €8.20
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Microsoft Spain: Major Accounts Program (condensed) (Portuguese Version, Brazil)
Vila, VictorianoCase M-1236-PBMarketingTwo years after the implementation of a large accounts program in Microsoft Spain, some fine adjustments have been proposed as a result of changes in customer demand, as well as the change produced in some of the competitive elements. Microsoft Spain is studying the possibility of modifying some operational aspects of the large accounts program.Starting at €8.20
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Gas Natural: Improving the Profitability of Servigas (Portuguese Version, Brazil)
Guitart, Iván; Rocha e Oliveira, PauloCase M-1234-PBMarketing, Service and Operations ManagementMarta Muriel has recently been promoted to director of residential natural gas service with the mandate of boosting profits for the company's home maintenance services, Servigen. She and her team have designed four measures, among others, that involve a trade-off between cost reduction and improvements in service quality. Now she has to decide which ones to actually implement based on their impact on the company's bottom line.Starting at €8.20
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Deister (Portuguese Version, Brazil)
Font, VicenteCase M-1157-PBMarketingDeister, a high-end software company based in Spain and focused on the development and marketing of applications and products that enable companies to manage their information systems and business processes more efficiently, must decide how to give a boost to the marketing of its management software.Starting at €8.20
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Jets4future and the Sale of Private Jets (Portuguese Version, Brazil)
Segarra, José Antonio; Valentí, Albert; Sanmartí, FrancCase M-1305-PBMarketing, StrategyThe case centers on a European distributor of private jets. It explains the specificities and particular problems involved in marketing high-value industrial products: long sales cycle, complex decision-making unit, and significant investment on the part of the customer for the purchase. It discusses the process of customer acquisition and different marketing investments. It also describes three specific situations involving customers in which de...Starting at €8.20
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Professionalizing the Sales Force at The Veteran Tree (Portuguese Version, Brazil)
Villanueva, JulianCase M-1391-PBEntrepreneurship, Leadership and People Management, MarketingIn March 2022, Jim Heisser, MD and founder of The Veteran Tree Co, was reflecting on the strong results his company had achieved in recent years. The historical growth in sales and profitability were something to be proud of and-after 2020 which was a disastrous year for the sector due to the pandemic-the company had returned to strong growth in 2021. Jim felt that what started as a small operation with humble goals was now becoming very big. Big...Starting at €8.20
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El País (Portuguese Version, Brazil)
Agell Ferrer, Pere; Segarra, José AntonioCase M-815-PBMarketingIn 1981, after a period of unprecedented success that had taken El País to first place in the Spanish newspaper market, the paper's management was considering launching an edition in Barcelona. El País's readership in Catalonia was marginal in relation to its demonstrated potential in the rest of Spain. As a first step, the management commissioned an image and use survey of the daily press market in Barcelona, together with a concept test for a ...Starting at €8.20