Darden University of Virginia (USA)
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Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0814-EMarketingAs part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross-dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of ...Starting at €8.20
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Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0815-EMarketingThis continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.Starting at €5.74
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Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Starting at €5.74
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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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Tata Motors Limited: Ratan's Next Step
Biladeau, Andrew; Yemen, Gerry; Lenox, Michael; Harris, Jared D.Case DARDEN-S-0184-EStrategySuitable for MBA, EMBA, and executive education programs, this case uses Tata Motors' move to acquire Jaguar Land Rover (JLR) from Ford to analyze a growth-through-acquisition strategy. It offers a discussion about the firm’s overall strategy to acquire instead of growing organically. The case begins when Ratan Tata, chairman of Tata Motors, unveils the world’s cheapest car—the Nano. He had challenged the people around him to design and produce...Starting at €8.20
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Zappos.com, Inc., and the Warehouse Decision
Lenox, Michael; Weiss, Elliott N.; Goldberg, RebeccaCase DARDEN-S-0227-EStrategyAmazon.com had purchased Zappos in 2009 and was making significant investments in warehouse infrastructure. By early summer 2012, Zappos, a dominant player in the crowded online retail apparel and footwear arena must decide whether to retain its warehouse complex in Kentucky, which it had maintained since 2002, or turn over the operations to Amazon. Should Zappos continue to operate as an entity external to its parent company? Or would advancemen...Starting at €8.20
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Nintendo and the Future of Video Gaming
Harris, Jared D.; Lenox, Michael; Harrison, Katharine; Reiss, Mathew; Goldberg, RebeccaCase DARDEN-S-0341-EStrategyThe evolution of the video game console industry illustrates how industry dynamics can shift and change over time, as different phases of the competitive lifecycle place different demands upon firms. Historically, different generations of video game console competition illustrate how different strategies have become dominant at different times. All these insights have implications for future strategy. How will video game console makers effectivel...Starting at €8.20
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Nintendo and the Future of Video Gaming
Harris, Jared D.; Lenox, Michael; Harrison, Katharine; Reiss, Mathew; Goldberg, RebeccaCase DARDEN-S-0341StrategyThis case presents the evolution of Nintendo’s gaming technology and discusses the history of the video gaming sector over eight generations of releases. It illustrates how industry dynamics shift over time and how different phases of the competitive life cycle place different demands upon those firms that are all vying for the top position. The case provides history and context for students to discuss an age-old question: How do firms sustain a ...Starting at €8.20
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BP: Beyond Petroleum
Yemen, Gerry; Lenox, Michael; Harris, Jared D.Case DARDEN-S-0182-EStrategySuitable for MBA, EMBA, and executive education programs, this case uses the complexities of the oil industry to set the stage to unfold a stakeholder analysis on BP’s growth and opportunity in the renewable energy sector. This public sourced case offers a discussion about the firm’s overall strategy, post Gulf Oil spill, moving forward. The case describes how within a single decade, BP had emerged as one of the largest energy companies in the wo...Starting at €8.20
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Apple (Computer) Inc: Whither the Mac?
Lenox, Michael; Harris, Jared D.; Goldberg, RebeccaCase DARDEN-S-0202-EStrategyA product manager at Apple examines the past, present, and future of the PC industry in September 2011 in the wake of Steve Jobs’s resignation and HP’s announcement that it was exiting the PC industry in favor of enterprise software solutions and consulting. The protagonist thinks through current forces in the PC industry, including market share trends, mobile computing, ultrabooks, and cloud computing services-as well as the position of the Mac ...Starting at €8.20