Ivey Business School (Canada)
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Nouveau Event Planning: The Wedding Extravaganza
Neil Bendle; Rocky CampanaCase IVEY-9B11A042-EMarketing, StrategySince 1988, Nouveau Event Planning has been operating the largest wedding expo in Windsor, Canada, an event called the Wedding Extravaganza. In 2001, the Wedding Odyssey became the second wedding expo in Windsor, and started to pose a significant threat to the Wedding Extravaganza. Now in 2011, the owner of Nouveau Event Planning must make strategic decisions involving pricing, customer retention, and selection of an appropriate target market. Sh...Starting at €8.20
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Inspiratica Web Services
Roger A. More; Rocky CampanaCase IVEY-9B11A005-EEntrepreneurship, MarketingThe owner of Inspiratica Web Services was about to graduate from university and devote all his time to his web design and hosting company. Since Inspiratica’s founding in 2006, annual sales had gone from a few thousand dollars to nearly $100,000. Furthermore, it had hired six staff and expanded its product offering to a complete web services package. However, the owner was scrutinizing the company’s product portfolio and wondering which products ...Starting at €8.20
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Pupadise, Inc.: Unleashing a Business
Eric DolanskyCase IVEY-9B20A043-EEntrepreneurship, MarketingIn late 2018, the founder and owner of Pupadise, Inc., a pet care business in Canada, was nearing her graduation from university and needed to decide what to do with the business she had built in her undergraduate years. Pupadise cared for clients’ pets wStarting at €8.20
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Receiver Coffee: Brewing Up Wholesale Customers
Eric DolanskyCase IVEY-9B20A010-EEntrepreneurship, MarketingReceiver Coffee (Receiver), a Prince Edward Island-based coffee roaster and café, had found success since opening in 2012. Co-owner Colleen MacKay and her partners were trying to grow the wholesale side of the business, selling high-end coffee to cafés, restaurants, and other businesses outside of their usual trading area, with a focus on Ontario and Quebec customers. Sales growth of wholesale coffee had been limited, despite the overall success ...Starting at €8.20
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Union Pearson Express: A Train Wreck in Slow Motion
Eric DolanskyCase IVEY-9B17A007-EMarketingIn February 2016, the president of the Union Pearson Express was being pressured to lower the fare price. The rail link between Union Station in downtown Toronto and the Toronto Pearson International Airport had only been running for eight months, but ridership was well below targets. On average, the train ran at only 10 per cent of capacity, and current revenue only covered 35 per cent of operating costs. The president and her team had set the o...Starting at €8.20
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Pharma Talent: Paying Sales Force Bonuses Within a Fixed Budget
Michael Taylor; Rocky CampanaCase IVEY-9B12A041-EMarketingThis case concerns the bonus structure for a representative sales team. Pharma Talent, a contract sales company for pharmaceutical companies across Canada, promised its clients that its representatives would drive sales at a lower cost than what the client would incur if it had its own sales force. Historically, it had contracts with products that targeted physicians (e.g., prescription drugs or medical devices); however, a new contract in Ontari...Starting at €8.20