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Indochino: Achieving Growth with Bricks and Clicks
Kersi Antia; Ramasastry ChandrasekharCase IVEY-9B20A018-EEntrepreneurship, MarketingIn June 2019, the chief executive officer of a Canadian menswear enterprise was examining his options mid-way through a five-year growth plan. The strategy involved a three-fold mandate: reinforce the company’s value proposition, rapidly scale up marketing, and transition to omnichannel retailing. What has worked well for the company and how does the strategy need to be refined so the company meets its goals?Starting at €8.20
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Indochino: Achieving Growth with Bricks and Clicks - Teaching Note
Kersi Antia; Ramasastry ChandrasekharTeaching Note IVEY-8B20A018-EMarketingTeaching note for product 9B20A018.Starting at €0.00
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Zheng Shan Tea Company: Growing the Home Market - Teaching Note
Baoheng Wang; Kersi Antia; Vivek AstvanshTeaching Note IVEY-8B16A013-EMarketingTeaching Note for product 9B16A013.Starting at €0.00
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Tantan: Love at Right Swipe - Teaching Note
Kersi Antia; Amanda ChanTeaching Note IVEY-8B17A001-EMarketingTeaching note for product 9B17A001.Starting at €0.00
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How Stories Drive Growth: HSN
Aaker, J; Schifrin, DCase SGSB-M348B-EMarketingStories play an important role in business. They are a powerful tool for persuasion and useful in the context of understanding customers, building brands and leading teams. Set in 2014, the case explores how stories can drive the growth of a company, focusing on HSN Inc., the $3 billion interactive, multi-channel retailer. When Mindy Grossman became CEO of HSN in 2006, she had three major challenges: create a new story for a 30-year old company t...Starting at €8.20
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The WestJet Christmas Miracle (A)
Kersi Antia; Ramasastry ChandrasekharCase IVEY-9B14A026-EMarketingWestJet, Canada’s second largest national airline, is preparing to launch a social media initiative to coincide with the year-end holiday season. As the company’s executive vice-president (Sales, Marketing and Guest Experience) reviews the plan, he is seeking answers to three questions. Does the proposed initiative fit or mismatch with WestJet’s brand image? Will the initiative deepen or dilute the engagement the airline currently enjoys with its...Starting at €8.20
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Clearly: Organizing for Omnichannel Retailing
Kersi Antia; Ramasastry ChandrasekharCase IVEY-9B17A025-EMarketingIn mid-January 2017, at the Vancouver head office of Clearly, Canada’s leading online optical products company, the chief executive officer was reviewing plans for the company’s participation in an upcoming international eyewear exhibition. The event provided more than 1,000 optical companies with an opportunity to showcase their latest offerings. The worldwide market for eyewear was growing, and customers were increasingly turning to online reta...Starting at €8.20
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Medtronic plc: Combating the Grey Market
Kersi Antia; Vivek AstvanshCase IVEY-9B16A003-EMarketing, StrategyIn September 2015, the marketing manager of the Advanced Surgical Solutions Division at Medtronic plc (Medtronic), Kingdom of Saudi Arabia (KSA), weighs his options as to how best to respond to yet another instance of “grey marketing,” that is, the unauthorized distribution of genuine branded products. The rampant parallel importation of one of Medtronics’ best-selling products—LigaSure Vessel Sealing instruments—has resulted in a much smaller-th...Starting at €8.20
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Zheng Shan Tea Company: Growing the Home Market
Baoheng Wang; Kersi Antia; Vivek AstvanshCase IVEY-9B16A013-EMarketing, StrategyIn 2014, Zheng Shan Tea Company, a Chinese tea producer and exporter, noticed an increase in the consumption of black tea, particularly among mainstream, middle-class consumers in China. The company wondered how it could increase its sales and leverage the growing popularity of black tea. The company’s brand director recognized the potential opportunities, but realized that she had two significant challenges. First, because the company had histor...Starting at €8.20
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Xiamen Airlines: Bracing for Impact
Wiefen Zhuang; Yongquan Lan; Zhaowei Miao; Kersi Antia; Moeen ButtCase IVEY-9B15A015-EMarketing, StrategyOn March 31, 2014, the vice-president of Sales & Marketing at Xiamen Airlines Co. Ltd. (XiamenAir) was reviewing the minutes of the month-end meeting with his team. The meeting had focused mainly on the rapid spread of high-speed rail in China, especially along the popular and profitable routes served by his company. The new train service might become an indirect, albeit potent source of competition, redirecting existing passenger volume from air...Starting at €8.20