Darden University of Virginia (USA)
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Red Bull (Abridged)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0849-EMarketingThis case (an abridged version of UVA-M-0663) describes the history of the Red Bull brand and how the company stimulated and harnessed word of mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider where Red Bull will take its brand, product line, and marketing next, in light of many competitive challenges in the United States. The case was written to foster discus...Starting at €8.20
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Note on Material-Requirements Planning
Davis, Edward W.; Zarwell, Gail A.Technical Note DARDEN-OM-0816-EService and Operations ManagementThis technical note covers the fundamental procedures of material-requirements planning (MRP). The note discusses concepts and provides sample calculations. It also discusses MRP II and such recent developments as enterprise-resource planning (ERP). This note is intended to be taught with "Brite Lite Switches, Inc." (UVA-OM-0815).Starting at €8.20
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Silk Soy Milk (A)
Farris, Paul W.; Shames, Ervin R.; Wasden, MichaelCase DARDEN-M-0771-EMarketingThe Silk soy milk brand evolves from a single homemade product to a regional and then national brand, facing challenges along the way such as investment influx, acquisition, and competition from new entrants into the very market it created. Silk's marketing angles at various growth stages are discussed, and students consider whether the company should expand its presence or develop new categories, as well as how its efforts could best realize gro...Starting at €8.20
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Red Bull (A)
Farris, Paul W.; Shames, Ervin R.; Johnson, Richard R.; Mitchell, JordanCase DARDEN-M-0663-EMarketingThis case describes the history of the Red Bull brand and how the company stimulated and harnessed word-of-mouth to build a new product category (functional energy drinks) and brand franchise. The case concludes by asking the reader to consider how Red Bull should react to competitive challenges in the United States. The case was written to foster discussion of nontraditional brand-building strategies and the growing globalization of brands and p...Starting at €8.20
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Great Harvest Bread Company: Leveraging the Supply Chain for Competitive Advantage
Davis, Edward W.; Serna Molina, JulioCase DARDEN-OM-1437-EService and Operations ManagementThe foundation of the Great Harvest Bread Company is the "Freedom Franchise," within which its more than 200 franchisees enjoy an amount of autonomy unusual for franchise operations. CEO Mike Ferretti is now faced with the matter of the rising costs of ingredients, some of which are based on longstanding contracts and others of which are obtained locally from a variety of sources, all of which have a direct impact on the product. Is there a way F...Starting at €8.20