Search results
-
O lançamento da super bock "Mini" (B). Estudos de Mercado na Indústria Alimentar
Martins, Ramiro; Vilares Morgado, AndréCase AESE-M-A-687-PPMarketingEste caso está dividido em duas partes, A e B. A primeira deve ser distribuída aos alunos para estudo prévio, enquanto a segunda deve ser distribuída na aula.Na primeira parte, a situação é colocada no contexto e descrita. Os estudos de mercado qualitativos e quantitativos são apresentados, tal como as quatro decisões propostas. Na segunda parte do caso, encontramos um estudo adicional, a Análise Conjunta que permite uma avaliação destas quatro p...Starting at €5.74
-
Vêgê (A) - Brand Repositioning in the Food Industry
Martins, Ramiro; Mendo, Susana; Vilares Morgado, AndréCase AESE-M-A-876(I)-EMarketingThe case studies the positioning of a brand within the food oils and fats industry, the business area of Sovena Consumer Goods, S,A. and the events occur in Portugal in 2006. The main character in the case, marketing manager Luis Pereira Santos, is faced with the necessity of taking a decision about the repositioning of one of the brands, VêGê oil. The case illustrates the principles of marketing positioning and presents two tools available to th...Starting at €8.20
-
The Launching of the Super Bock Mini (A). Market Studies in the Food Industry
Martins, Ramiro; Porfírio, Mario; Vilares Morgado, AndréCase AESE-M-A-686(I)-EMarketingThis case is divided into two parts, A and B. The first should be given to the students for preliminary study, while the second should be kept for class distribution.In the first part the situation is placed in context and described. The qualitative and quantitative market studies are presented, as well as the four proposed decisions. In the second part of the case we find an additional study, the ?Conjoint Analysis?, which allows an evaluation o...Starting at €8.20
-
What Is Strategic Management?
Harris, Jared D.; Chen, Ming-Jer; Fairchild, Gregory B.; Freeman, R. Edward; Venkataraman, S.; Mead, JennyTechnical Note DARDEN-S-0166-EStrategyA brief introduction to the field of strategic management, including basic concepts and scope.Starting at €8.20
-
Competing for Advantages: From Industry Analysis to Competitive Dynamics
Harris, Jared D.; Chen, Ming-Jer; Fairchild, Gregory B.; Freeman, R. Edward; Venkataraman, S.; Mead, JennyTechnical Note DARDEN-S-0168-EStrategyTechnical note on industry analysis and competitive dynamics.Starting at €8.20
-
E-Cigarettes: The Wild, Wild West - Teaching Note
Farris, Paul W.; Wicks, Andrew C.; Mead, JennyTeaching Note DARDEN-M-0876TN-EMarketingTeaching note for product M-0876Starting at €0.00
-
Uber: The Turbulent Rise of “Everyone’s Private Driver”
Harris, Jared D.; Mead, Jenny; Sell, AndrewCase DARDEN-S-0354-EStrategyThe meteoric rise of ride-sharing firm Uber illustrates how gig-economy firms can grow to prominence and disrupt older, mature industries. Yet Uber's trajectory has also been rife with nontrivial tensions and controversies. The company has struggled with labor issues for drivers, safety issues for riders, cultural issues for employees, and external costs imposed on communities. How do these frictions matter, and why? What are the implications for...Starting at €8.20
-
Uber: The Turbulent Rise of "Everyone’s Private Driver" - Teaching note
Harris, Jared D.; Mead, JennyTeaching Note DARDEN-S-0354TN-EStrategyTeaching note for product S-0354Starting at €0.00
-
Vêgê (A) - Reposicionamento de Marca na Indústria Alimentar - Teaching Note
Martins, Ramiro; Vilares Morgado, AndréTeaching Note AESE-M-A-876 TN-PPMarketingO caso analisa o posicionamento da marca na indústria de óleos e gorduras alimentares, a área de negócio da Sovena Consumer Goods, S.A., e os eventos ocorridos em Portugal em 2006. A personagem principal do caso, o gestor de marketing Luis Pereira Santos, confronta-se com a necessidade de tomar uma decisão acerca do reposicionamento de uma das marcas, o óleo VêGê. O caso ilustra os princípios do posicionamento do marketing e apresenta duas ferram...Starting at €0.00
-
Vêgê (A) - Brand Repositioning in the Food Industry - Teaching Note
Martins, Ramiro; Vilares Morgado, AndréTeaching Note AESE-M-A-876(I) TN-EMarketingThe case studies the positioning of a brand within the food oils and fats industry, the business area of Sovena - Consumer Goods, S,A. and the events occur in Portugal in 2006. The main character in the case, marketing manager Luis Pereira Santos, is faced with the necessity of taking a decision about the repositioning of one of the brands, VêGê oil. The case illustrates the principles of marketing positioning and presents two tools available to ...Starting at €0.00