Ivey Business School (Canada)
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Salesbrain LLC - B2B Communications
Dante Pirouz; Ramasastry ChandrasekharCase IVEY-9B12A005-EEntrepreneurship, Marketing, StrategyIn May 2010, the “chief pain officer” of SalesBrain, a neuroscience-based marketing research and coaching company located in California, has been approached for advice by the marketing head of Digital Technology International (DTI), a Utah-based provider of technology solutions for the global publishing industry. DTI has been struggling with communicating the core value proposition of its offerings to customers, including leading newspaper publis...Starting at €8.20
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Cargill India Pvt.Ltd.
Dante Pirouz; Ramasastry ChandrasekharCase IVEY-9B13A022-EMarketing, StrategyCargill Inc., a U.S.-based multinational company, is known for its skills in business-to-business (B2B) marketing. It processes food products and markets them in bulk to large institutional buyers with whom it has a strong customer orientation. However, the head of the refined edible oils business at Cargill India, the company’s fully owned subsidiary, is facing a problem with the parent company's value proposition around B2B. While developing th...Starting at €8.20
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ParticipACTION: A Social Marketing Challenge to Halt Canada’s Obesity
Dante Pirouz; Monica C. LaBarge; Karam PutrosCase IVEY-9B15A011-EMarketingOn July 12, 1971, Sport Participation Canada, a not-for-profit company, was established by the Canadian government to encourage Canadians to increase their physical activity levels to fight the “obesity epidemic” that was causing health care costs to soar. One year later, the company was nationalized and renamed ParticipACTION. To spread its message, it relied on humourous ads, especially on TV, to encourage adults and children to exercise more. ...Starting at €8.20
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Sony PS4: Winning the Gaming War
Dante Pirouz; Vibusaran VimalathasanCase IVEY-9B14A048-EMarketing, StrategySony has become one of the most successful innovators of technology. Recently, however, the company’s significant setbacks have led analysts and investors to question its long-term viability. Sony’s PlayStation 4 was launched in the North American market in 2013, to be followed by releases in the United Kingdom and Japan. After experiencing high sales and profits from the PlayStation 4’s two precursors, Sony anticipates the new release will also ...Starting at €8.20
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Target Canada
Dante Pirouz; Steven (Sang Kil) HongCase IVEY-9B14A059-EMarketing, StrategyIn 2013, Target Corporation, the fourth-largest retailer in the United States, launched its first international expansion by opening 125 stores in Canada. Senior executives expected that Target Canada stores would generate $1 billion in annual revenue. However, by late 2013, after losses of more than $900 million, it became obvious that the Canadian expansion had failed. As a result of the stores’ underperformance, Target has appointed a new pres...Starting at €8.20
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A Couple of Squares: E-Commerce Opportunities for Growth (B)
Dante Pirouz; Raymond Pirouz; Dina Ribbink; Emily Chen-BendleCase IVEY-9B13A005-EEntrepreneurship, MarketingA small upscale bakery produces artisan-quality, hand-decorated cookies, generating $1 million in annual revenue. In the (A) case 9B13A004, the two co-owners investigate the role of pricing in driving growth for their business and allowing them to achieve several fundamental financial goals. In the (B) case, the partners explore the possibility of a website to drive direct-to-consumer sales on an e-commerce platform. The multimedia elements of th...Starting at €5.74
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Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll
Yanhong Guo; Baolu Wang; Deming KongCase IVEY-W25204-EMarketing, StrategyDalian Xinyi Electronics Co., Ltd. (Dalian Xinyi), founded in 2014 and based in the province of Liaoning, China, had created a catch doll brand, Paw Toy, and operated more than 10 physical catch doll stores across the country. To deal with fierce competitStarting at €8.20
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Dalian Xinyi: Expanding from Offline Catch Doll to Online Catch Doll - Teaching Note
Yanhong Guo; Baolu Wang; Deming KongTeaching Note IVEY-W25205-EMarketing, StrategyTeaching note for product W25204.Starting at €0.00
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Tesla Motors: Burning Up the Road to Market Domination or Doom
Dante Pirouz; Karam PutrosCase IVEY-9B13A050-EEntrepreneurship, Marketing, StrategyTen years after its founding, California-based Tesla Motors is close to becoming one of the world’s premier luxury car manufacturers. Its innovative design — using carbon fibre and aluminum rather than steel to construct body and parts — and technology — lithium ion battery packs rather than gasoline for power and a simple powertrain to provide maximum acceleration — make its models treasured options for eco-friendly and tech-savvy consumers as w...Starting at €8.20
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Porsche: Harnessing Social Media
Dante Pirouz; Ken MarkCase IVEY-9B14A060-EMarketingThe marketing director of an advertising agency is considering marketing options to present to Porsche Canada. The goal is to generate sales of Porsche vehicles in Canada by using social media to highlight the fact that Porsches can be driven in winter conditions. The objective of this program, which includes a variety of social media tools and messages, augments Porsche Car Canada’s traditional marketing campaign of billboards, event sponsorship...Starting at €8.20