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Internationalization of Koyo Jeans from Hong Kong
Kevin Au; Bernard Suen; Na Shen; Justine TangCase IVEY-9B11M053-EEntrepreneurship, Marketing, StrategyWilliam Cheung owned an apparel wholesaler and a boutique shop that sold his clothing designs in Hong Kong. After attending a fashion exhibition in France, he realized his products were lacking compared to European brands. This experience motivated him to improve his jeans designs, and he soon registered “Koyo” as an independent company. He went on to become the first Hong Kong designer embraced by the French department store Galeries Lafayette. ...Starting at €8.20
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Hung Fook Tong: From Hong Kong to China
Andrew C.F. Chan; Howard Lam; Hugh Thomas; Elsie TsuiCase IVEY-9B16A016-EMarketing, StrategyIn 2014, the general manager of the established and successful Hong Kong-based company Hung Fook Tong, which produced and sold herbal teas, wondered how his company could profitably expand to mainland China. After Hung Fook Tong’s recent initial public offering on the Hong Kong Stock Exchange, its shareholders’ equity had tripled. The initial public offering committed Hung Fook Tong to expanding its business in mainland China; however, that marke...Starting at €8.20
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Exotic Expeditions Tanzania Ltd.: Competing in Highly Saturated Markets
Nicole R.D. Haggerty; Serena Virani; Caroline Wu; Victoria Stopar; Fatima HaqCase IVEY-9B20A006-EEntrepreneurship, Marketing, StrategyBased in Mwanza, Tanzania, family-owned and operated Exotic Expeditions Tanzania Ltd. was a leading tour operator in East Africa. The company was purchased in December 2014 and experienced considerable success the following year. The owners felt that there was an opportunity for growth within the company and believed that the best way to realize this growth was to improve their marketing efforts and service offerings. The family wanted to remain ...Starting at €8.20
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Hengdeli: The Art of Coexistence
Deshpande, Rohit; Dai, Nancy HuaCase HBS-512058-EMarketingTo maximize their effectiveness, color cases should be printed in color. In October 2011, Zhang Yuping, founder and chairman of Hengdeli, the largest Swiss watch retailer in the world, wondered how to work more closely with its key suppliers-Swatch Group, Richemont Group, LVMH Group, and Rolex Group-to maintain strong growth in the Greater China region. Specifically, how could Hengdeli manage the relationship with these suppliers to ensure gettin...Starting at €8.20
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SenseTime Global IPO: Strategic Reaction to American Attack
Pong Yuen Howard Lam; Hugh ThomasCase IVEY-W33293-EFinance, MarketingHong Kong-headquartered SenseTime Group Inc. (SenseTime) was founded in 2014 to commercialize artificial intelligence (AI) and was a global leader in deep-learning AI, with applications in Smart Business (facial recognition), Smart City (property damage and theft detection), Smart Life (interacting with the Internet of Things to improve consumer experience), and Smart Auto (autonomous driving). December 10, 2021, was supposed to be the date for s...Starting at €8.20
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Hong Kong Special Administrative Region Government: Addressing Global Climate Change
Pong Yuen Howard Lam, Kam Sing WongCase IVEY-W32224-EMarketing, StrategyThe Paris Agreement, which came into force on November 4, 2016, applied to Hong Kong, where Kam Sing Wong had been secretary for the environment of the HKSARG since July 2012. Wong wanted every business sector and household to embark on a new low carbon journey through cleaner energy, energy conservation, and green commuting and to nurture a “use less, waste less” culture. On June 8, 2022, Wong had to announce an increase in the charge Hong Kong ...Starting at €8.20
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OpenSky.tv: A New Business Model-Content Creation, Curation, Consumption, and Commercialization
Howard Lam; Chi Fai Chan; Icy Fong Ling Ngai NGAICase IVEY-9B19A016-EEntrepreneurship, Marketing, StrategyOpenSky.tv was founded in 2016 with the objective of getting people back to watching video content on television. The founder wanted all video content to be accessible through an Internet connection on the viewer’s television. His company’s platform located and brought together programs and videos that were of interest to each viewer, so viewers could have their own personalized video channel. One full year after its launch, OpenSky.tv wanted to ...Starting at €8.20
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Optimal Marketing (Spanish version)
Corstjens, Marcel; Merrihue, JeffreyArticle HBS-R0310HMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Companies selling multiple products in multiple territories face the difficult question of how to allocate marketing resources. But comparing the profit potential of, say, razors in Germany with batteries in the United Kingdom is a difficult analytical task that de...Starting at €8.20
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HSBC Credit Card Rewards Program
Robert J. FisherCase IVEY-9B08A017-EMarketing, StrategyAround 1994, competition in the credit card market was based on price (i.e., interest rates and annual fees). After Chase and American Express launched bonus point programs in 1993, HSBC was forced to follow in 1994. The original program was targeted at high-income consumers as with luxury brand redemption items. Competition reacted and consumers quickly learned to expect a points program as a standard feature. Again, HSBC differentiated their cr...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