Ivey Business School (Canada)
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Honda Canada: Relaunching Honda Fit
June Cotte; Ramasastry ChandrasekharCase IVEY-9B17A060-EEntrepreneurship, MarketingIn May 2014, Honda Canada was planning to relaunch the Honda Fit—its entry-level car. The purpose of the relaunch was to kick-start growth in sales of the Honda Fit, which had fallen from 14,836 units in the launch year of 2008 to 9,512 units in 2013. The target customer group was an up-and-coming demographic cohort known as millennials. Honda Canada's manager of Customer Conquest Management was mandated with strategizing and executing the relaun...Starting at €8.20
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Intrigue Media: Growing the Video Advertising Network
June Cotte; Ken MarkCase IVEY-9B20A023-EEntrepreneurship, MarketingGuelph-based Intrigue Media (Intrigue), a marketing agency, has built a wholly-owned and operated network of 200 television screens in high-traffic consumer environments in Southwestern Ontario. The network reaches 1.5 million potential customers per month, and targets local small businesses wanting to expand their customer base. The business development manager at Intrigue has been tasked with developing a business plan to grow this video advert...Starting at €8.20