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Xiaomi: Entering International Markets
Miao Cui; Yan Zhao; Sitara Aziz; Mimi XiaoCase IVEY-9B17M045-EEntrepreneurship, StrategyAfter recognizing numerous opportunities in the global market, Xiaomi Technology Corporation Ltd. (Xiaomi), based in Beijing, charted its overseas market strategy in 2013. However, opportunities came with challenges, and during the internationalization process, Xiaomi encountered many problems. By 2016, after three years of hard work, Xiaomi had gained more experience than profits. Compared with Xiaomi’s domestic success, Xiaomi’s internationaliz...Starting at €8.20
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Fret and Regret: A Consumer Decision-Making Dilemma
June Cotte; Seung Hwan (Mark) LeeCase IVEY-9B12A018-EMarketingAs a birthday present, Mike has just been given a new smartphone by his girlfriend, Molly. However, it is not the phone he wants. Over the course of a few days, Mike struggles with the decision of whether to return the phone and get the one he wants, or keep the one he received as a gift. The case is written from the perspective of the consumer, and deals with consumer behaviour issues such as anticipatory regret. It would be useful in an introdu...Starting at €8.20
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Dear Diary: My Heart is Racing to Buy a Car
Seung Hwan (Mark) Lee; Matthew ThomsonCase IVEY-9B12A019-EMarketingJaime has been looking for several weeks to buy his first car. After narrowing his choices down to two, he can’t decide which to purchase. Option A is to buy the Honda CRV, which meets many of Jaime’s functional criteria (e.g. all-wheel drive, large trunk space, plenty of seats). This Honda is quite appealing to Jaime because he could use the car for his work and road trips with his siblings, and could easily handle the Wyoming climate. Option B ...Starting at €8.20
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Krohne's Entry into the Chinese Market
Taohua Ouyang; Meiying Yang; Zhi Xu; Ling Ding; Tang Yao; Miao CuiCase IVEY-9B13M039-EStrategyKrohne Inc. of Germany separately established a joint venture, a wholly owned sales company and a manufacturer in China. Unfortunately, although the sales channels were different, the product lines of the joint venture and the wholly owned manufacturer overlapped. The two companies were therefore competing and unsure about which company rightfully represented the parent enterprise. In addition, the two investment parties were battling for control...Starting at €8.20
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Dalian Airport's Alliance Management Dilemma
Miao Cui; Jun Wang; Jacqueline Tuck; Jingqin Su; Shujuan WangCase IVEY-9B13M120-EService and Operations Management, StrategyThe general manager of market development for the Dalian International Airport in China was worried. Two years after he had successfully launched the Northeastern Hinterland and Bohai Rim Region Airport Aviation Market Strategic Alliance in 2009, it was facing serious external and internal challenges. Competitors had begun to impact on the alliance by intensively adding flights to regional airports with the support of subsidies from provincial an...Starting at €8.20
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Channel Change at the BIG PASTURE in Inner Mongolia
Xiaokui Huang; Miao Cui; Liqin Zhang; Ke WangCase IVEY-9B15A036-EMarketing, StrategyBIG PASTURE Animal Husbandry Company (Group) Co., Ltd. (BIG PASTURE) had achieved great success after nearly 10 years of development. It had started as a ready-to-eat food processing factory that supplied individually owned stores and franchises with self-produced food. Since then, its product line was extended to include fresh and processed beef and mutton. At the same time, BIG PASTURE undertook a major shift from company-operated stores to com...Starting at €8.20
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Too Chicken to Convert A Chick-Fil-A Dilemma
Matthew Thomson; Seung Hwan (Mark) Lee; Valerie HoCase IVEY-9B13A030-EMarketingThe president and chief operating officer of Chick-fil-A is a devout Christian who publicly operates his restaurants according to Biblical principles. A recent controversy has surrounded his public opposition to gay marriage. As a result, the company is being accused of discrimination and prejudice. Are the company’s deeply rooted Christian values hindering the business?Starting at €8.20
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Abercrombie & Fitch: Is It Unethical To Be Exclusive
Seung Hwan (Mark) Lee; June Cotte; Danae BlanchardCase IVEY-9B14A009-EMarketingThe CEO of clothing manufacturer and retailer Abercrombie and Fitch defends his decision that the company will not offer plus sizes for women, although extra large sizes are available for men, because average- to large-sized female consumers do not fit the company’s target market. This insistence on a standard of female beauty as young, svelte and tall has enraged consumers who have criticized the company, and the CEO in particular, in both the t...Starting at €8.20
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Beijing Xiaomi Technology Co.: Growth Via Online Channels
Miao Cui; Yanhong Guo; Feixiang Peng; Jilong Wang; Liang Wang; Tianyue YangCase IVEY-9B14A074-EMarketing, StrategyBeijing Xiaomi Technology Co. Ltd. (Xiaomi) had grown into the third-largest cell phone brand in China and the sixth-largest in the world. The company solely deployed online channels, which contributed to its success. In the initial stage, Xiaomi depended on its own online channel to interact with consumers to develop user-friendly products and sell products. Three years after its inception, the company successfully established its flagship store...Starting at €8.20
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Jiemo Net: How to Position a Profit Model
Miao Cui; Yupan Guo; Yan Zhao; Sitara Aziz; Tuo Li; Xin LiCase IVEY-9B17M021-EEntrepreneurship, StrategyJiemo.net (Jiemo), an Internet-based study-abroad consultant agency headquartered in Dalian, China, began in 2010 by providing application support to customers who wished to apply to study abroad. In 2014, the company discovered that profit existed in providing services to students once they had been accepted to study abroad. Jiemo changed its traditional pricing model, used social media marketing, and collaborated with other agencies to establis...Starting at €8.20