IESE (España)
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The Challenge of Multichannel Marketing Management
Clemares, Fuencisla; Nueno, José LuisCase M-1346-EMarketing, StrategyIt had been five years since Jordi Catalá, the founder and CEO of Sleeping (a manufacturer and distributor of sleep-related products and bedding), had launched his company's online channel. E-commerce now accounted for 10% of total sales and was about to reach breakeven in terms of the income statement. Tension between the traditional and online marketing teams was high, and Jordi felt like they were unable to work together and take advantage of ...Starting at €8.20
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El reto de la gestión de marketing multicanal
Clemares, Fuencisla; Nueno, José LuisCase M-1346Marketing, StrategyJordi Catalá, fundador y director general de Sleeping (fabricante y distribuidor de productos de descanso y ropa de cama), había lanzado un canal de venta online hacía ya 5 años. El e commerce representaba el 10% de la actividad total de la compañía y estaba cerca de alcanzar el punto de equilibrio en términos de cuenta de resultados. La tensión entre los equipos de Marketing que lanzaban campañas tradicionales y los del canal online era cada vez...Starting at €8.20
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Estrategia omnicanal de Media Markt (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347Marketing, Service and Operations Management, StrategyEl lanzamiento del canal online obligó a Media Markt a replantearse su política de precios y su estrategia promocional. En el mundo digital, los distribuidores tradicionales competían también con pure players del ámbito online de bajo coste que utilizaban estrategias de precios muy agresivas, por lo que, para ser competitivo, el canal online requería aplicar una estrategia de bajo margen y precios bajos. El consumidor era multicanal, y se moví...Starting at €8.20
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Fluidra Connect: The Internet of Pools
Rodríguez, Silvia; Nueno, José LuisCase M-1349-EInformation Technologies, Innovation and Change, MarketingConnect Fluidra is a smart solution for pool industry professionals to remotely manage and diagnose pool-related issues. It was one of the most innovative initiatives by Fluidra and would require a different business model than what the company had traditionally developed. After running a controlled product launch in Spain, approached as a lab, things did not go as expected: They had only installed one hundred devices when the target was five hun...Starting at €8.20
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HotSpotNet Wireless
Ghosh, Anindya; Palencia, LuisCase ASN-34Accounting and Control, Knowledge and CommunicationUna pequeña empresa emergente, pionera en la instalación de puntos de acceso inalámbrico a Internet en hoteles, debe decidir su futuro. Puede fusionarse con otra nueva empresa con un negocio complementario pero con menor potencial de crecimiento, o mantener su modelo de negocio actual y buscar financiación externa, con la consiguiente pérdida de control.Starting at €8.20
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The End of Low Cost Fundamentalism
Rodríguez, Silvia; Nueno, José LuisCase M-1267-EMarketingOn September 19th, at the World Low Cost Airline Congress, Alex Cruz, CEO of Vueling Airlines, offered his take on the future of the low cost industry. ¿We are witnessing the last phase of the transformation of short-haul. What will the new competitive landscape be like? This movement will affect all players. For airports, this will mean growth (increased number of passengers, flights, services), higher discretionary income and greater ability ...Starting at €8.20
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Aje: Selling Drinks to the Base of the Pyramid
Nueno, José Luis; Bazán, Miguel; Rodríguez, SilviaCase M-1254-EMarketingThe case study describes AJE Group's internationalization process. It analyzes its foray into the Asian market and the consumer profile in this region as opposed to the company's natural market, South America. The text describes the challenges of a family business turned multinational group: human resource management, financial management, cultural issues, and so on.Starting at €8.20
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Media Markt's Omnichannel Strategy (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347-EMarketing, Service and Operations Management, StrategyThe launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge was that consumers were multichannel and constantly moved back and forth between the website a...Starting at €8.20
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Carmina Shoemaker: Back to the Future of Luxury
Rodríguez, Silvia; Nueno, José LuisCase M-1332-EEntrepreneurship, Innovation and Change, Marketing: In its brief history, Carmina Shoemaker had managed to carve a niche for itself in the exclusive world of classic Goodyear welted shoes, competing with such manufacturers of stature as Crockett & Jones, Church and Edward Green. The honesty behind its products, which offered outstanding quality at an affordable price, had been its competitive weapon to date. Based on its position in a discreet second tier compared with the large brands, Carmina ...Starting at €8.20
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TRIPICTURES: afrontando el final de la transición digital
Rodríguez, Silvia; Nueno, José LuisCase M-1296Innovation and Change, Marketing, StrategyTripictures, en su papel de distribuidora cinematográfica independiente, afrontaba los desafíos del desarrollo del cine digital, con la irrupción de un nuevo agente en la cadena de valor -los "intermediarios"-; los últimos movimientos en torno a las ventanas de explotación con el estreno de títulos de forma simultánea; el auge de la ventana electrónica, y las demandas de un consumidor exigente que, tras la explosión digital, tenía a su disposició...Starting at €8.20