Ivey Business School (Canada)
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Mazatlán: The Destination That Did Not Like Its Brand
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonCase IVEY-W28621-EMarketingIn 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and v...Starting at €8.20
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Mazatlán: The Destination That Did Not Like Its Brand (Spanish version)
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonCase IVEY-W32003MarketingIn 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and v...Starting at €8.20
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Cinépolis S.A. de C.V. and KLIC: Rising to the Streaming Challenge
Francisco Gil-WhiteCase IVEY-9B19A010-EMarketing, StrategyCinépolis S.A. de C.V. (Cinépolis), an innovative private Mexican firm—and one of the largest movie theatre companies in the world—had developed an over-the-top (OTT) streaming product, KLIC, and launched it in Mexico. But by late 2017, the Mexican OTT market had become competitive and crowded, with Netflix, Claro Video, Blim, Amazon Prime Video, iTunes, and others in the space. KLIC initially faced challenges with finding a proper niche and had ...Starting at €8.20