Ivey Business School (Canada)
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Marketing Management
Michael R. PearceTechnical Note IVEY-9B08A015-EKnowledge and Communication, MarketingMarketing improves an organization's performance by establishing and fostering profitable relationships with customers. This note details the major choices faced by marketing professionals and the 10 steps for preparing a successful marketing plan.Starting at €8.20
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Didi Kuaidi
Ning Su; Yulin Fang; Yukun YangCase IVEY-9B16M060-EEntrepreneurship, StrategyIn 2015, Didi and Kuaidi, the two leading players in China’s Internet-based ride-hailing industry, merged to form Didi Kuaidi. The combined firm represented one of the world’s largest Internet- and smartphone-based transport service companies, valued at about $6 billion. In its home market of China, Didi Kuaidi left its biggest competitor, Uber, a distant second. Meanwhile, Didi Kuaidi actively pursued global growth. For example, it invested in a...Starting at €8.20
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Maple Leaf Simply Fresh (D)
Terry H. Deutscher; Michael R. Pearce; Diane SilvaCase IVEY-9B11A011-EMarketingIn this supplement to Maple Leaf Simply Fresh (A), the Simply Fresh team is preparing a formal debrief of the program thus far.Starting at €5.74
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Cherries With Charm: Turkey's Alara Agri
Michael R. Pearce; Jordan MitchellCase IVEY-9B09A019-EEntrepreneurship, Marketing, StrategyThe chief executive officer (CEO) and owner of Alara Agri, a major Turkish cherry and fig producer, wants to convince retailers in Belgium and Germany (and, later, other parts of Europe) to change cherries from a bulk product to a higher-end luxury product packaged in small carry bags. The move from bulk to small packages has been highly successful in the United Kingdom where retailers reduced waste and increased margins. The German and Belgian r...Starting at €8.20
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Siam Canadian Foods Co. Ltd. (Spanish version)
John R. Kennedy; Tony S. Frost; Tom GleaveCase IVEY-9A97GS03Entrepreneurship, StrategyEl director de gerente y fundador de la compania Siam Canadian Foods Co. Ltd., basados en Bangkok consideraba las oportunidades de negocio emergentes en el pais vecino Birmania (tambien conocida como Myanmar). Aunque relativamente sea subdesarrollado comparado al resto de Asia Sur-Oriental, Birmania estuvo experimentando niveles aumentados de actividad de la inversion extranjera estos ultimos anos. Tailandia, que habia considerado entrar en Birma...Starting at €8.20
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J & J (Philippines), Inc. - Polvo Facial Johnson's (A) (Spanish version)
John R. Kennedy; Francisco Roman; Marjorie PobladorCase IVEY-9A94AS06Marketing, StrategyEste es el primer caso de una serie de dos capítulos acerca de la toma de decisiones sobre la introducción de un nuevo producto, el polvo facial Johnson's en el mercado filipino. Este caso provee información del mercado filipino y del desarrollo de la estrategia de introducción para el producto. El estudiante debe evaluar los méritos de esta estrategia, teniendo en cuenta la aceptación del mercado y la proyección de sus cálculos sobre la contribu...Starting at €8.20
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Gatorade (Spanish version)
John R. Kennedy; Paul BandieraCase IVEY-9A87AS01Entrepreneurship, MarketingEl nuevo oficial de desarrollo de negocios para Quaker Oats Canada Limited, fue asignado para desarrollar una propuesta para la posible introducción de Gatorade en Canadá. Él debe desarrollar un completo plan de mercadotecnia y una propuesta financiera. El caso se enfoca en decisiones sobre canales de venta, sabores, tipos de envases, tamaño de envases, precios minoristas, márgenes de la compañía y de comercio, y estimar resultados y flujo de fon...Starting at €8.20
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Didi Kuaidi - Teaching Note
Ning Su; Yulin Fang; Yukun YangTeaching Note IVEY-8B16M060-EStrategyTeaching note for product 9B16M060.Starting at €0.00
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The Entrepreneur's Dilemma: Alibaba, Tencent and Amazon as e-Commerce Platforms
Ning Su; Yulin Fang; Haibin Yang; Yukun Yang; Xin QiuCase IVEY-9B15E015-EEntrepreneurship, Information Technologies, StrategyA nascent women’s apparel online store on Tmall, China's largest business-to-consumer retail platform operated by Alibaba Group, was just beginning to establish itself on the online market utilizing the tools and services provided by Tmall to develop and operate its business. Within four months after the business was launched, Tmall unexpectedly released a new policy which significantly increased the annual service fee and cash deposit for indivi...Starting at €8.20
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Didi, Kuaidi, and Uber in China
Ning Su; Yulin Fang; Yukun YangCase IVEY-9B16M059-EEntrepreneurship, StrategyIn 2014, China’s leading domestic Internet-based ride-hailing company, Didi, claimed more than 50 per cent of the Chinese ride-hailing market, followed closely by a major local competitor, Kuaidi. As Didi and Kuaidi actively competed against each other, U.S.-based Uber entered the battle with a different strategy. In the face of the increasingly complex and constantly changing landscape of China’s ride-hailing market, Didi’s founders wondered wha...Starting at €8.20