Darden University of Virginia (USA)
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10 Marketing Scenarios
Cian, LucaExercise DARDEN-M-1010-EMarketingThis exercise aims to provide a rich discussion around marketing research. Specifically, this exercise presents 10 mini-scenarios that could be resolved with proper marketing research techniques. This exercise can be used as a midterm exam or an in-class exercise to summarize and discuss different marketing research techniques, along with their pros and cons.Starting at €8.20
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Uncharted Waters at Ventoso Ship Supply: A Sensory Marketing Dilemma (A)
Cian, Luca; Craddock, Jenny; Krishna, Aradhna; Cervai, SaraCase DARDEN-M-0959-EMarketingThis is a three-part, disguised case series. In June 2009, Diana Zanzi was hired by Ventoso Ship Supply, an Italian sailboat manufacturer, to help them understand their boats’ puzzling selling patterns. Zanzi was informed that sales rates for two higher-end boat models were especially odd. Despite one’s superior technical specifications, speed, amenities, and overall value-for-money, their higher end models were hard to sell. However, a lower-qua...Starting at €8.20
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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Just: Positioned to Target Mainstream Tastes? (A) and (B) - Teaching Note
Cian, Luca; Boichuk, Jeff; Gibson, MadelineTeaching Note DARDEN-M-0956TN-EMarketingTeaching note for product M-0956Starting at €0.00
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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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Upli: Financial Health Appiness (A)
Cian, Luca; Yemen, GerryCase DARDEN-M-1026MarketingThis field-based case, the first of a trio that includes UVA-M-1027 and UVA-M-1028, explores the qualitative and quantitative research a start-up platform in the financial industry undertook in its early growth stages. Upli founders Michael Krause and Christof Meyer sought to understand people’s problems when it came to financial health, the best consumers their product could target, and the set of features that would present the largest market o...Starting at €8.20
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Upli: Financial Health Appiness (C)
Cian, Luca; Yemen, GerryCase DARDEN-M-1028MarketingThis case, the third and final in a series that begins with “Upli: Financial Health Appiness” (UVA-M-1026), reveals Upli founders Michael Krause and Christof Meyer’s move forward to design the Upli MVP and push it out to a small group of people. It also offers insight into entrepreneurial motivation to keep moving forward and financing entrepreneurial ventures.Starting at €5.74
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Upli: Financial Health Appiness (A)
Cian, Luca; Yemen, GerryCase DARDEN-M-1026-EMarketingThis field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for an analysis of the problems people have around financial health, consumer insights, and the largest market opportunity. The material provides the opportunity to explore data gathered through focus groups, quantitative survey research, and factor analysis for segment inputs. This further enables exp...Starting at €8.20