IESE (España)
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Eye Care (A): A Business Manager Career
Cebrecos, Enrique; Stein, GuidoCase DPO-146-ELeadership and People Management, MarketingAlejandro Lanzagorta is having some doubts about his career as regional Business Manager of the multinational Eye Care, world leader in the development and sales of ophthalmic products. The new General Manager in Spain has brought in organizational and salary changes which clash with what has so far been done very successfully.Starting at €8.20
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Eye Care (C): Alejandro Lanzagora's Performance Assessment
Cebrecos, Enrique; Stein, GuidoCase DPO-166-ELeadership and People Management, MarketingIn February 2009 Alejandro Lanzagorta, a Business Manager at Eye Care, meets with the director of his business unit, Tiago de Vasconcelos, to discuss his annual performance assessment. In quantitative terms, Alejandro's sales results are better than expected, in fact, the best in the company. Opinions differ, however, over cost management, where Alejandro believes he has also exceeded expectations. The disagreement intensifies when the discussion...Starting at €5.74
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Eye Care (E): A Second Assesment
Cebrecos, Enrique; Stein, GuidoCase DPO-205-ELeadership and People ManagementIn February, as usual, Alejandro had his 2009 Global Perfomance and Development meeting with his superior, Tiago de Vasconcelos. His results had been very good: sales growth was 12.5%, reaching 100.3% of budgeted sales, above 98.1% of the business unit. In the new refractive line he had achieved 98%, compared to the average of 87%. Alejandro declared that communication had improved significantly, but even so he was nervous about his meetings with...Starting at €5.74
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Clínicas Buenavista: Information for the Medical Director
Stein, Guido; Cebrecos, EnriqueCase E-127-EService and Operations ManagementThe following Wednesday Dr. Mackay, medical director and major shareholder in the Clínicas Buenavista was to have a meeting with Alejandro Lanzagorta, Business Manager at Eye Care, to negotiate lens prices for 2009. He had already told him on the phone that the group's buying potential was 4,000 multifocal lenses and 8,000 monofocal lenses so he should make a suitable offer, as they want to finalize the decision as soon as possible. However they ...Starting at €8.20
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Eye Care (B): Changes
Cebrecos, Enrique; Stein, GuidoCase DPO-147-ELeadership and People Management, MarketingIn 2009 Alejandro was pondering on his future in the company and how he would be affected by the changes brought in by his boss, Vasconcelos, and at the same time wondering about the strange advice given him again by the Financial Director, also a friend of his, which was different from what he'd said four months earlier: "Be patient and hold on a little longer, but be careful not to slip on any banana skins you may find laid in your path."Starting at €5.74
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Yolanda Cruz in Health and Beauty (B)
Stein, Guido; Cebrecos, EnriqueCase DPO-300-ELeadership and People ManagementIn early 2012, Yolanda was appointed head of sales for the area of Catalonia, the second in size. It was a year marked by widespread fall in consumption; however, she exceeded the budget of 6,487,000 euros by 2%. She was also able to unite a team with three newcomers, whose hiring she had not had a say in, and about whom she had expressed personal reticence to her superior, Mónica Roig - she complained her preferences had not been taken into acc...Starting at €5.74
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Lentes multifocales de Eye Care: Información del Business Manager
Cebrecos, Enrique; Stein, GuidoCase E-128Marketing, Service and Operations ManagementEl lunes 12 de enero de 2009, El director médico de Buenavista acababa de llamar a Alejandro solicitando una oferta para 4.000 lentes multifocales DifraCare y 8.000 monofocales MonoCare. Después de meses de un cuidadoso trabajo de preparación, Alejandro Lanzagorta , Business Manager de Eye Care, empresa líder en el desarrollo y comercialización de productos ofálmicos, finalmente iba a lograr sentar a negociar al Dr Rud Mackay, director médico y ...Starting at €8.20
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Snackos SpA (C)
Ferrer, Jordi; Nueno, José LuisCase M-981MarketingLa mañana del 26 de noviembre de 1993, Giovanni Segni, director de Marketing Estratégico de Snackos SpA, se disponía a analizar los datos definitivos que acababa de recibir del test que, sobre las dos nuevas líneas de Fritto, Bolsa Junior y Super Snack, se había estado realizando durante los tres últimos meses. Segni debía sacar conclusiones que le permitieran tomar decisiones sobre el lanzamiento nacional de estas dos nuevas líneas y de los posi...Starting at €5.74
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Snackos SpA (A)
Ferrer, Jordi; Nueno, José LuisCase M-979-EMarketingThis is the first of a three-case series. In February 1993, Giovanni Segni, Strategic Marketing Director of Snackos (Donar International in Italy), was reviewing the AC Nielsen reports he had received the day before. Once again, as in previous years, Snackos figured as the undisputed leader of the savoury snacks sector, with a 53% share of a market worth 755 billion lire.Starting at €8.20
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Snackos SpA (B)
Ferrer, Jordi; Nueno, José LuisCase M-980-EMarketingThis is the second of a three-case series. Having examined the Nielsen reports and the development of savoury snacks sales in the CTK channel (newspaper stands, sweet shops, school, amusement arcades, etc), which was not covered by Nielsen, Giovanni Segni, Snacko's Strategic Marketing Director, reached the conclusion that the 69% market share in individual packs of savory snacks which AC Nielsen gave them was not a realistic figure. A closer esti...Starting at €5.74