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Ivey Business School (Canada)
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Wendy’s: Capitalizing on Emerging Social Media Trends
Fabrizio Di MuroCase IVEY-9B21A018-ELeadership and People Management, MarketingIn late 2020, Wendy’s was an iconic North American fast-food chain with a history of innovation. The corporation’s inventive approach to its promotions was particularly apparent in its use of social media, even more so in its unique management of the company’s Twitter account. In addition to using Twitter to provide customer support and advertise its products in an online setting – two traditional activities conducted by many a business on Twitte...Starting at €8.20
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SalonScale: Start-Up Customer Relationship Strategies for Niche Market Growth
Simon Parker; Peter W. MorozCase IVEY-9B21A023-EEntrepreneurship, MarketingAlicia Soulier, owner of Capelli Salon Studio, a hair salon in Saskatoon, Saskatchewan, has developed an application (app) that can help save hair salons thousands of dollars per month in hair colour costs. However, she is struggling to recruit enough subscribers to her new software as a service (SaaS) company, SalonScale. With the diversion of her attention from her hair salon to the app threatening her core business, Soulier must soon decide on...Starting at €8.20
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Polycorp Ltd.: A Pricing Dilemma
Peggy CunninghamCase IVEY-9B21A022-EMarketingIn January 2016, the founder and chief executive officer of Polycorp Ltd., near Toronto, Ontario, needed to decide whether to cut prices for products produced by the largest of the company’s three divisions, the mining division. Polycorp had become a global leader in providing protective rubber liners for mining mills. The liners were consumable products, thus generating a constant stream of revenue. The company’s mining division accounted for al...Starting at €8.20
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Bald Baker’s Sweet Challenge - Teaching Note
Ebrahim Mazaheri; Maryam TofighiTeaching Note IVEY-8B21A024-EMarketingTeaching note for product 9B21A024.Starting at €0.00
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Google: Targeting the Health Care Market with Fitbit
Shamik Debnath; Sandeep Puri; Shalini Joshi; Raul Pelagio RodriguezCase IVEY-9B21M075-EMarketing, StrategyAlphabet Inc.’s Google LLC (Google) purchased Fitbit Inc. (Fitbit) in November 2019 for US$2.1 billion, marking its foray into health care, and by January 2021, the US Department of Justice was conducting a probe into the Google–Fitbit merger amid FitbitStarting at €8.20
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Lidu Liquor Co. Ltd.: Immersive Experiential Marketing
Haibo Hu, Tao Huang, Huaiyuan Han, William Wei, Meiju Fei, Haitao Lu, Fan YuCase IVEY-W24771-EMarketingThe general manager of Lidu Liquor Co. Ltd. (Lidu) was considering the next phase of the company’s marketing plan. From 2016 to 2018, unit sales had risen from ¥80 million to ¥300 million, largely due to Lidu’s unconventional marketing programs. But by miStarting at €8.20
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Tingvong Homestay: The First Homestay in Dzongu
Agnitra Das Sarma, Rakesh GuptaCase IVEY-W24961-EEntrepreneurship, MarketingDupden Lepcha started Tingvong Homestay, the first homestay in the remote Dzongu region of Sikkim, India, when the region was opened for tourism in 2006. Initially, the response to Dupden’s homestay was good, improving Dupden’s financial position and earnStarting at €8.20
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Star Medical Equipment: Grow Market Share or Profitability
Atantra Das Gupta, Jaydeep MukherjeeCase IVEY-W25233-EMarketing, StrategyIn early December 2020, the sales controller for Star Medical Equipment, Brazil, was working on the sales forecast for 2021. Sales in 2020 had been severely affected by the COVID-19 pandemic, but ultimately recovered, and the company had ended the year wiStarting at €8.20
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Ludesco Game Festival: Delivering “D’expériences Ludiques” on Social Media
Caroline S.L. TanCase IVEY-W25436-EMarketing, StrategyLudesco, an international festival of games and gaming experiences held in Switzerland, had enjoyed growth since its inception in 2010, leading to an impressive 10,000+ visitors during the tenth edition of the festival in 2019. The success of the festivalStarting at €8.20
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Johnson Controls International Plc: Managing Strategic Accounts - Teaching Plan
Michael TaylorTeaching Note IVEY-W25579-EMarketing, StrategyTeaching note for product W25578.Starting at €0.00