Ivey Business School (Canada)
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Colombina S.A.: Entering the Ice Cream Market
Enrique Ramirez; Juanita Cajiao SaenzCase IVEY-9B18A008-EMarketing, StrategyIn March 2017, the vice-president of the ice cream division at Colombina S.A. (Colombina), was in her office at the company’s headquarters in Cali, Colombia. She was reviewing the growth figures for the company’s ice cream business, for which she was accountable. The sales target set for the company in 2010 was US$1 billion by 2020, and the ice cream segment would play a fundamental role in reaching that target. The vice-president remembered what...Starting at €8.20
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Las Vegas Sands Corp: Pricing Game In Vegas
Seok Woo Kwon; Won-Yong Oh; Brooke MiskimanCase IVEY-9B17A067-EMarketingIn 2016, MGM Resorts International announced it would break with the long-standing tradition of providing free parking on the Las Vegas Strip. Other Las Vegas resort companies, including Caesars Entertainment and Wynn Resorts, soon followed suit. Las Vegas Sands Corp. owned the Venetian Resort Hotel Casino, the Palazzo, and the Sands Expo and Convention Center, and had no plans to charge for parking. By 2017, as more hotels and casinos chose to i...Starting at €8.20