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Health Care Center for the Homeless: Changing with the Times
Mary Conway Dato-on; Eileen Weisenbach KellerCase IVEY-9B10A032-EMarketingBakari Burns, CEO of the Health Care Center for the Homeless (HCCH) in Orlando, Florida, was faced with the daunting task of rebranding the organization. He knew that the organization experienced difficulty with recognition and marketplace distinction, primarily due to the public’s misconceptions about the relationship between HCCH and the Coalition for the Homeless of Central Florida. An external consulting team offered several recommendations f...Starting at €8.20
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Ten Thousand Villages of Cincinnati: The First Year and Beyond
Mary Conway Dato-onCase IVEY-9B10A008-EEntrepreneurship, MarketingTen Thousand Villages (TTV) is a nonprofit fair trade retail organization with a store located in Cincinnati, Ohio. During the store's opening and first two years of operations (2002-2004), Karen, the chair of the board of directors, and Cheryl, the store manager, struggle to develop a customer-focused plan to ensure sales increases for their unique operation. Marketing issues ranging from store location selection to inventory selection and promo...Starting at €8.20
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Lake Eola Charter School: Securing the Brand Through Environmental Analysis
Mary Conway Dato-on; Eileen Weisenbach KellerCase IVEY-9B10M070-EMarketing, StrategyIn late 2009, the principal of the Lake Eola Charter School (LECS) in downtown Orlando, Florida completed a course on nonprofit branding at the Philanthropy & Nonprofit Leadership Center at a local college. She was energized and ready to apply the information she had learned to evaluate the school's competitive position and to determine its level of mission fulfillment and progress toward goals. Well-suited for running a school, with a doctorate ...Starting at €8.20
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Fundación Bringas Hahgenbeck (FBH): Serving the Needs of Mexican Senior Citizens
Mary Conway Dato-onCase IVEY-9B14A005-EMarketing, StrategyThe director of the Fundación Bringas Haghenback (FBH), a non-profit community service organization in Mexico City, was preparing to present alternative market strategies to the board of directors for the three senior citizen homes run by the foundation. She hired a consulting team to research the services and marketing of each home as well as the external environment. She knew the demographic shifts in the Mexican population projected a drastic ...Starting at €8.20
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Taco Bell: A Mexican-Inspired Restaurant in India
Lubna Nafees; Akshay Kumar; Ashok Bajpai; Anoop Chand; Maryne Ann James; Bonney Luke Thomas; Jayakrishnan B. Nair; Kunal Hazari; Garima KondaCase IVEY-9B14A058-EMarketing, StrategyWith four outlets of Taco Bell opened in Bangalore, India by December 2013, the managing director of Yum! Restaurants India, the parent company, felt eager to expand. The company took pride in providing the best Mexican-inspired fast food at a low price iStarting at €8.20
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Fundación Bringas Hahgenbeck (FBH): Serving the Needs of Mexican Senior Citizens (Spanish version)
Mary Conway Dato-onCase IVEY-9B14AS005Marketing, StrategyThe director of the Fundación Bringas Haghenback (FBH), a non-profit community service organization in Mexico City, was preparing to present alternative market strategies to the board of directors for the three senior citizen homes run by the foundation. She hired a consulting team to research the services and marketing of each home as well as the external environment. She knew the demographic shifts in the Mexican population projected a drastic ...Starting at €8.20
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Incredible India: Evolution of Brand India
Tripti Ghosh Sharma; Akshay Kumar; Samriddhee Khanna; Aditi Gupta; Karthik Govindarajan; Arpit AgarwalCase IVEY-9B14A017-EMarketing, StrategyIn 2013, the minister of state for tourism in India is contemplating the future of the “Incredible India” campaign. Started in 2002, the campaign had succeeded in turning India into a high-end tourist destination, as a result bringing about a growth of 16 per cent in the number of foreign visitors. Originally focused on landscape and culture, the campaign evolved to embrace such concepts as spiritual, medical, adventure, film and sports tourism o...Starting at €8.20
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Jane's Short & Sweet: Purpose, People, and Profit
Kelly Ann Irvin; Mary Conway Dato-onCase IVEY-9B16A030-EEntrepreneurship, MarketingIn 2015, jane’s short & sweet, a United States-based for-profit business, regularly dedicated 25 per cent of its revenue to charities supporting its mission of improving the education and healthcare of marginalized women. The company also engaged in some environmental practices with respect to its use of resources. jane's short & sweet’s owner understood that she would have to make some trade-offs between people and profit while still attempting ...Starting at €8.20
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Tequila Ambhar: Designing a Growth Strategy for the US Market
Mary Conway Dato-on; Silvia Cacho-ElizondoCase IVEY-9B20A026-EEntrepreneurship, Marketing, StrategyThe chief executive officer of Ambhar Global Spirits LLC joined the company in 2003, when its Tequila Ambhar brand was immersed in financial and image problems. He dedicated himself to reconfiguring the positioning of Tequila Ambhar, establishing it as a product of high quality and sophistication for knowledgeable consumers. With this conviction, he worked closely with a tequila industry consultant to modify product and marketing components and p...Starting at €8.20