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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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Mazatlán: The Destination That Did Not Like Its Brand - Teaching Note
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonTeaching Note IVEY-W28622-EMarketingTeaching note for product W28621.Starting at €0.00
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Snack Time with Generation Z
Cian, Luca; Brewster, MeadeCase DARDEN-M-1032-EMarketingThis case set draws on a summer internship in brand management to outline potential steps in bringing a new food product to life. While there are general guidelines to the new product (brand, grocery aisle, and target market), the rest of the product development is up to the team of marketers and research and developers. This case can serve several purposes: It can be used as a midterm exam (e.g., after a module on consumer research) or as a part...Starting at €8.20
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Snack Time with Generation Z - Teaching note
Cian, Luca; Brewster, MeadeTeaching Note DARDEN-M-1032TN-EMarketingTeaching note for product M-1032Starting at €0.00
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Snack Time with Generation Z
Cian, Luca; Brewster, MeadeCase DARDEN-M-1032MarketingThis case set draws on a summer internship in brand management to outline potential steps in bringing a new food product to life. While there are general guidelines to the new product (brand, grocery aisle, and target market), the rest of the product development is up to the team of marketers and research and developers. This case can serve several purposes: It can be used as a midterm exam (e.g., after a module on consumer research) or as a part...Starting at €8.20