IESE (España)
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Europa Group Seguros, S. A.: Estrategia Go-To-Market
Font, Vicente; González, JorgeCase M-1378MarketingEuropa Group Seguros (EGS), filial española de una compañía de seguros alemana, tiene que decidir qué hacer con la fuerza de ventas directa lanzada el año anterior. Los primeros resultados no son concluyentes. Al decidir, deberá tener en cuenta que desde la sede le han reclamado un crecimiento constante. Algunos de los miembros del equipo operativo de EGS señalan que sería mejor para la compañía invertir en la red de agentes tradicional, mientras...Starting at €8.20
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Segmentación de mercados
González, JorgeTechnical Note MN-400MarketingLas necesidades del consumidor. Dar buen servicio al cliente. Sin lugar a dudas, estos conceptos expuestos por Theodore Levitt hace ya casi sesenta años son centrales en el campo del marketing. La consideración del cliente como foco principal de todo esfuerzo comercial nos lleva rápidamente a la constatación de otra realidad igualmente importante. Y es que, en abstracto, ese "cliente" no existe. Existen infinidad de clientes, más o menos concreto...Starting at €8.20
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Europa Group Seguros, S.A.: Go-To-Market Strategy
Font, Vicente; González, JorgeCase M-1378-EMarketingEuropa Group Seguros (EGS), the Spanish subsidiary of a German insurance company, has to decide what to do with the direct salesforce launched the previous year. First results are not conclusive. This decision needs to take into account the request from headquarters to show consistent growth. Some of the members of EGS management team support that it would be better for the company to invest in the traditional agent network while others suggest t...Starting at €8.20
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Transformation at Aircraft Corporation Division - Teaching Note
Ener, HakanTeaching Note ET-31-EEntrepreneurship, Innovation and Change"Transformation at Aircraft Corporation Division" (E 184 E) is a case study intended to facilitate classroom discussion about business education. It deals with the managerial challenge of formulating an action plan aimed at transforming a large established company's performance and competitiveness. The CEO of Aircraft Corporation Division experienced this challenge soon after his appointment in 2009, which was a challenging year for the company, ...Starting at €0.00
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BabySupplies: Entrepreneur-Investor Conflict (A, B and C) - Teaching Note
Ener, HakanTeaching Note ET-32-EBusiness Ethics and Corporate Social Responsibility, Corporate Governance, EntrepreneurshipThis teaching note provides the instructor with a plan to teach parts A, B, and C of the case study "BabySupplies: Entrepreneur-Investor Conflict" (E-179-E, E-180-E and E-183-E).Starting at €0.00
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BabySupplies: Entrepreneur-Investor Conflict (C)
Ener, HakanCase E-183-EBusiness Ethics and Corporate Social Responsibility, EntrepreneurshipThe peaceful period following the appointment of a new CEO is about to come to an end as FineWorks Venture Capital learns about Liz, the founder of BabySupplies, setting up an independent company operating in the same industry. What should FineWorks do in response?Starting at €5.74
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BabySupplies: Entrepreneur-Investor Conflict (A)
Ener, HakanCase E-179-EBusiness Ethics and Corporate Social Responsibility, Corporate Governance, EntrepreneurshipMore than two years ago, Liz, the founder of BabySupplies, received an investment from FineWorks Venture Capital. Now, with BabySupplies' revenues below forecast and the business yet to achieve breakeven, she is facing a difficult request. The FineWorks Venture Capital fund, in light of BabySupplies' lagging revenues, wants to exercise their contractual right to obtain more shares in BabySupplies at no cost. This right is based on the shareholder...Starting at €8.20
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SEUR: digitalizando el transporte urgente
Foncillas, Pablo; González, JorgeCase M-1309Information Technologies, Marketing, StrategyLa dirección de marketing de SEUR (Servicio Urgente de Transportes) se disponía a presentar en la sala de reuniones los resultados de los primeros seis meses del relanzamiento de la nueva web de la compañía, que había apostado recientemente por plantear una web con claro enfoque transaccional. En ese encuentro se analizarían algunos aspectos del rendimiento de la nueva página, tales como la evolución en ventas frente a objetivos, el encaje del p...Starting at €8.20
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Transformation at Aircraft Corporation Division
Ener, HakanCase E-184-EEntrepreneurship, Innovation and ChangeAircraft Corporation Division produced military aircraft in Western Europe. It was experiencing an especially challenging year in 2009. In addition to the worldwide financial crisis, the Division was dealing with massive uncertainty related to launching its new flagship aircraft, which was behind schedule and above cost targets. In this difficult context, Aircraft Corporation's Board of Directors had set goals to increase overall revenues, as wel...Starting at €8.20
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ArteOliva
González, Jorge; Segarra, José AntonioCase M-1132MarketingArteOliva ha lanzado un nuevo aceite de oliva virgen extra envasado en brik. Después de los primeros meses en el mercado, deciden realizar una campaña publicitaria en televisión para comunicar las ventajas que tiene el producto.Starting at €8.20