IESE (España)
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The Challenge of Multichannel Marketing Management
Clemares, Fuencisla; Nueno, José LuisCase M-1346-EMarketing, StrategyIt had been five years since Jordi Catalá, the founder and CEO of Sleeping (a manufacturer and distributor of sleep-related products and bedding), had launched his company's online channel. E-commerce now accounted for 10% of total sales and was about to reach breakeven in terms of the income statement. Tension between the traditional and online marketing teams was high, and Jordi felt like they were unable to work together and take advantage of ...Starting at €8.20
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El reto de la gestión de marketing multicanal
Clemares, Fuencisla; Nueno, José LuisCase M-1346Marketing, StrategyJordi Catalá, fundador y director general de Sleeping (fabricante y distribuidor de productos de descanso y ropa de cama), había lanzado un canal de venta online hacía ya 5 años. El e commerce representaba el 10% de la actividad total de la compañía y estaba cerca de alcanzar el punto de equilibrio en términos de cuenta de resultados. La tensión entre los equipos de Marketing que lanzaban campañas tradicionales y los del canal online era cada vez...Starting at €8.20
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Estrategia omnicanal de Media Markt (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347Marketing, Service and Operations Management, StrategyEl lanzamiento del canal online obligó a Media Markt a replantearse su política de precios y su estrategia promocional. En el mundo digital, los distribuidores tradicionales competían también con pure players del ámbito online de bajo coste que utilizaban estrategias de precios muy agresivas, por lo que, para ser competitivo, el canal online requería aplicar una estrategia de bajo margen y precios bajos. El consumidor era multicanal, y se moví...Starting at €8.20
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Carlos López Otín: el espíritu de un investigador
Alvarez de Mon, Santiago; Flores Alonso, Juan EnriqueCase DPO-393Innovation and Change, Leadership and People ManagementEn un país "poco aficionado a la ciencia", obligado a competir con los más prestigiosos centros de investigación del mundo, el profesor Carlos López Otín apuesta por el talento de sus alumnos más brillantes. La confección, dirección y renovación de un equipo comprometido con el aprendizaje y el servicio a la humanidad constituye la clave de su liderazgo. Ese es el propósito último de su vocación y creatividad.Starting at €8.20
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Media Markt's Omnichannel Strategy (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347-EMarketing, Service and Operations Management, StrategyThe launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge was that consumers were multichannel and constantly moved back and forth between the website a...Starting at €8.20
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Rafael Nadal: The Champion and the Person (B)
Alvarez de Mon, Santiago; Flores Alonso, Juan EnriqueCase DPO-336-ELeadership and People ManagementThis case is a historical continuation of the case "Rafael Nadal: The Champion and the Person (A)" and recounts the events occurring in the life of Rafael Nadal from the end of part A until the time of case B. All this is told from the perspective of his coach, his manager and Rafael himself, among others.Starting at €5.74
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Media Markt's Omnichannel Strategy (B)
Clemares, Fuencisla; Nueno, José LuisCase M-1348-EMarketing, Service and Operations Management, StrategyThe launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge was that consumers were multichannel and constantly moved back and forth between the website a...Starting at €5.74
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Original Buff S.A.: Facing the Challenges of an Omnichannel Strategy
Nueno, José Luis; Clemares, FuencislaCase M-1360-EInformation Technologies, Innovation and Change, MarketingBUFF® made a wide variety of products for use in medium- and high-intensity sports and hiking, and even as fashion accessories for the urban environment. Innovation and design were key to the success of its products. BUFF® therefore devoted a significant part of its resources to developing new technologies, including a heat-bonding technique for producing extra-flat seams that eliminated any possibility of chafing, and a laser-cutting technique f...Starting at €8.20
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Original Buff S.A: Enfrentando los retos de la omnicanalidad
Nueno, José Luis; Clemares, FuencislaCase M-1360Information Technologies, Innovation and Change, MarketingBUFF® confeccionaba muchos y diferentes accesorios tanto para la práctica de deportes de mediana y alta intensidad como para senderismo o, incluso, como complementos de moda en un ambiente urbano. La innovación y el diseño eran claves para el éxito del producto, de manera que BUFF® dedicaba una parte importante de sus recursos al desarrollo de nuevas tecnologías, como la de bonding, que permitía realizar uniones con costuras extraplanas y soldada...Starting at €8.20
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Rafael Nadal: el campeón y la persona (B)
Alvarez de Mon, Santiago; Flores Alonso, Juan EnriqueCase DPO-336Leadership and People ManagementEl caso es una continuación histórica del caso Rafael Nadal: el campeón y la persona (A) y narra los hechos acontecidos a la persona de Rafael Nadal desde que finalize la parte (A) hasta la fecha del caso (B). Todo ello desde la perspectiva de su entrenador, su manager y el propio Rafael, entre otros.Starting at €5.74