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APEAM: Aportando valor a la exportación de Aguacate de México
Villafuerte Martin, AntonioCase IIST-MI-148MarketingAPEAM es la asociación de productores y empacadores de aguacate del estado mexicano de Michoacán, los mayores productores del mundo de este cultivo. En 2016 eran los principales suministradores de aguacate a EEUU, pero aparecen nuevos retos: una demanda por práctica monopolística; la forma de mantener la estabilidad de los precios; la manera de hacer más visible el origen mexicano del producto y de impulsar el consumo per cápita en México que hab...Starting at €8.20
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Santander-Serfín: Revitalizing the Payment Systems Business
Díez J.; Villanueva, Julian; Nueno, José LuisCase M-1190-EMarketingIn June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander's Americas Division, had set the objective of doubling the credit card market share in a year and a half, and capturing 2...Starting at €8.20
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iQmetrix and Straker Translations: Evaluating First Contact
Ann C. Frost; Chris Street; Maurice ThibodeauCase IVEY-9B18A069-EEntrepreneurship, MarketingUsing raw, uncut footage, this video case asks students to evaluate the effectiveness of the first contact that took place in November 2016 between representatives from two technology companies—iQmetrix and Straker Translations. The two firms are contemplating a business partnership in which Straker will provide iQmetrix with translation services. First contact calls generally precede every business partnership and are normally completed only aft...Starting at €8.20
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Tokyo Smoke: Building a Retail Cannabis Brand (A)
Eric Janssen; Ramasastry ChandrasekharCase IVEY-9B19A049-EEntrepreneurship, Marketing, StrategyIn 2016 (A case), the founder of Tokyo Smoke, a cannabis retailing enterprise based in Toronto, needed to attract investors. The former Google Inc. employee had taken advantage of public policy changes in Canada and was modelling his retail business on StStarting at €8.20
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SalonScale: Start-Up Customer Relationship Strategies for Niche Market Growth
Simon Parker; Peter W. MorozCase IVEY-9B21A023-EEntrepreneurship, MarketingAlicia Soulier, owner of Capelli Salon Studio, a hair salon in Saskatoon, Saskatchewan, has developed an application (app) that can help save hair salons thousands of dollars per month in hair colour costs. However, she is struggling to recruit enough subscribers to her new software as a service (SaaS) company, SalonScale. With the diversion of her attention from her hair salon to the app threatening her core business, Soulier must soon decide on...Starting at €8.20
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Polycorp Ltd.: A Pricing Dilemma
Peggy CunninghamCase IVEY-9B21A022-EMarketingIn January 2016, the founder and chief executive officer of Polycorp Ltd., near Toronto, Ontario, needed to decide whether to cut prices for products produced by the largest of the company’s three divisions, the mining division. Polycorp had become a global leader in providing protective rubber liners for mining mills. The liners were consumable products, thus generating a constant stream of revenue. The company’s mining division accounted for al...Starting at €8.20
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Social Advocacy and Guerrilla Marketing: The No Fly List Kids Canada
Fareena SultanCase IVEY-9B19A022-EEntrepreneurship, MarketingA group of Canadian parents wanted the Canadian government to create a redress system related to Canada’s no-fly list, which affected some of their young children whenever they flew. The parents formed an advocacy group called the No Fly List Kids group in 2016, and the group undertook various campaigns—including innovative guerrilla marketing campaigns and uses of both digital and traditional marketing—to highlight the issue of Canadian children...Starting at €8.20
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An Influencer Strategy for Budweiser in Canada
Mary Weil; Ken MarkCase IVEY-9B19A014-EMarketingIn January 2018, a senior manager at Labatt Breweries of Canada, headquartered in Toronto, was thinking of how to launch an influencer strategy for the Budweiser brand in Canada. The manager needed a strategy to connect with a group of influential bloggers and other influencers in Canada. These influencers’ opinions affected the way different brands were viewed. Getting the influencers on-side would require finesse as Budweiser was typically seen...Starting at €8.20
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Game of Thrones: Tourism in Dubrovnik, Croatia
Karen Robson; Kerstin HeilgenbergCase IVEY-9B19A013-EMarketing, StrategyIn 2018, Game of Thrones, a widely popular television series, had inspired a significant increase in tourism to one of its filming locations: Dubrovnik, Croatia. The economy in Croatia, in general, and Dubrovnik, in particular, relied significantly on tourism. However, the popularity of the television series had led to overwhelming tourist traffic in the area. During the peak tourist season, the city now suffered from serious overcrowding. In add...Starting at €8.20
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CapitalCare: Getting Lost in the Crowd
Mark Arnison; Sherrell Steele; Bob GravesCase IVEY-9B20A029-EMarketingIn July 2018 Sherry Schaefer, the Director, Foundation & Community Engagement at the CapitalCare Foundation (the Foundation) was facing an organizational branding/positioning problem. The Foundation, based in Edmonton, Alberta, Canada, was responsible for raising donations to support equipment and enrichment programs in long-term care facilities that provide long-term housing and medical care for sick and elderly people. The Foundation was compet...Starting at €8.20