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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Competitive-Cost Analysis: Cost-Driver Framework
Laseter, Timothy M.; Heckel, Ken; Huang, AngelaTechnical Note DARDEN-OM-1254-EService and Operations ManagementThe first in a five-part series on competitive-cost analysis, this note introduces cost drivers, presents a conceptual framework for organizing them, and explains various applications of competitive-cost analysis. It also offers a set of principles to consider when developing cost models for competitive analysis.Starting at €8.20
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Competitive-Cost Analysis: Cost-Modeling Techniques
Laseter, Timothy M.; Heckel, Ken; Huang, AngelaTechnical Note DARDEN-OM-1255-EService and Operations ManagementThe second in a five-part series on competitive-cost analysis, this note provides a general discussion of four specific tools that will further assist in analyzing cost drivers for competitive analysis. These techniques include teardown analysis, public data sources, scale curves, and utilization curves.Starting at €8.20
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Competitive-Cost Analysis: Scale and Utilization Calculations
Laseter, Timothy M.; Heckel, Ken; Huang, AngelaTechnical Note DARDEN-OM-1256-EService and Operations ManagementThis third note in a five-part series on competitive-cost analysis provides detailed guidance on calculating scale curves and utilization effects.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