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Santé Au Naturel: Healthy to the Core
Robert Mackalski; Marc DucusinCase IVEY-9B17A069-EEntrepreneurship, MarketingSanté Au Naturel was a natural health boutique in Montreal’s downtown core. The company was off to a strong start in a growing market, but as its best-selling products became more mainstream, large retailers were entering the market, stealing customers, and driving down margins. In early 2017, Santé Au Naturel's owner reflected on further differentiation of her offering and targeted marketing; she wanted to improve her marketing mix to grow sales...Starting at €8.20
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Marble Slab Creamery: A Grand Occasion
Elizabeth M.A. Grasby; Renee ZatzmanCase IVEY-9B09A034-EMarketingThe franchise owner of a Marble Slab Creamery (Marble Slab) in Ontario must submit a grand opening proposal to franchise headquarters in Calgary, Alberta, in two weeks' time. This proposal is to include her chosen target market, the franchise location and decisions made regarding product variety and pricing. The franchise owner also has to decide how best to allocate her $10,000 promotional budget to gain exposure and bring customers into her sto...Starting at €8.20
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Sandcore Instruments (B)
Elizabeth M.A. Grasby; Renee ZatzmanCase IVEY-9B10C012-ELeadership and People ManagementThe vice-president of human resources at Sandcore Instruments has to make a recommendation to the company's president regarding a sales representative with a history of poor performance. In this supplement to Sandcore Instruments (A), product #9B10C011, the vice-president discovers that the sales representative has offered to perform service work for a customer on his own time at a much lower price if cash is paid. The vice-president must update ...Starting at €5.74
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Club Sportif MAA: Staying Ahead of the Game
Robert Mackalski; Delaney Brown; Marc DucusinCase IVEY-9B17A046-EMarketingClub Sportif MAA (the MAA) was an iconic fitness club and athletic institution in Montreal and the oldest fitness facility in Canada. In early 2017, the club’s president and general manager faced a changing market and pressure to ensure that the club evolved and remained competitive. Consumer and fitness trends had increasingly fragmented the market in this area, and the MAA membership declined since 2016. The MAA, which traditionally served a fa...Starting at €8.20
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Fody Foods: Eating Life to the Fullest
Robert Mackalski; Marc Ducusin; Marika Lapointe; Emma ClaytonCase IVEY-9B19A002-EEntrepreneurship, MarketingFODY Foods Inc. (Fody) was a Canadian-based entrepreneurial manufacturer and marketer of a line of food products designed for people suffering from irritable bowel syndrome (IBS), a condition that affected an estimated one billion people worldwide. With public awareness of the socially sensitive condition growing, Fody’s founder needed to figure out how to market the company’s line of products while creating a new category in the process.Starting at €8.20
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Cineplex Entertainment: The Loyalty Program
Kenneth G. Hardy; Renee ZatzmanCase IVEY-9B08A008-EEntrepreneurship, MarketingIn 2007, the marketing director for Cineplex Entertainment is trying to decide whether or not to proceed with a loyalty program that would provide incentives for customers to see more movies and events, and spend more on concessions. An important by-product would be the collection of detailed customer buying data. She has crafted four possible combinations of rewards and received proposals from three suppliers with experience in managing customer...Starting at €8.20
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Birks: The Sparkle of a Cherished Brand
Robert Mackalski; Alfred Jaeger; Marc Ducusin; Phoebe BalshinCase IVEY-9B18A014-EMarketing, StrategyBy 2016, Birks Group Inc. (Birks) had largely recovered from the 2008 financial crisis and was posting profits again. Birks was a high-end designer and manufacturer of Birks-branded jewellery and a mono-brand and multi-brand retailer of luxury jewellery and watches. It operated 29 retail outlets across Canada under its Maison Birks and Brinkhaus banners and 17 stores in two U.S. states (Florida and Georgia) under the Mayors banner. After restruct...Starting at €8.20
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Sandcore Instruments (A)
Elizabeth M.A. Grasby; Renee ZatzmanCase IVEY-9B10C011-ELeadership and People ManagementThe vice-president of human resources at Sandcore Instruments has to make a recommendation to the company's president regarding a sales representative with a history of poor performance. The vice-president must decide what action to take, including whether the sales representative should be terminated. The vice-president must consider how his decision will affect other employees in the Quebec sales network.Starting at €8.20
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Cunningham’s Pub: Halle-Lujah for Wings
Mary Dellar; Robert Mackalski; Nicolette Papastefanou; Marc DucusinCase IVEY-W25213-EEntrepreneurship, MarketingNew opportunities, challenges, and decisions arose for a pub owner and his business partners when celebrity Halle Berry raved on social media about the hot wings served at the pub. Berry's post sparked an unprecedented 28-day sellout and a firestorm of news coverage that kept the business going at a time when the restaurant industry was suffering from government-imposed restrictions due to the COVID-19 pandemic. The pub owner and his partners won...Starting at €8.20