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Ivey Business School (Canada)
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Nestlé's Maggi: Pricing and Repositioning a Recalled Product
Neeraj Pandey; Gaganpreet SinghCase IVEY-9B16A025-EMarketing, StrategyIn June 2015, the Indian food regulatory body, the Food Safety and Standards Authority of India, declared Nestlé’s brand of noodles, Maggi, unsafe for human consumption. Tested samples showed excess levels of lead and added monosodium glutamate. To retain the trust of consumers, Nestlé recalled Maggi from all store shelves in the country. Management was then grappling with an improved re-positioning strategy to help Nestlé retain its considerable...Starting at €8.20
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Tesla's China Drive
Yan Gong; Qiong ZhuCase IVEY-9B15M024-EEntrepreneurship, StrategyAs a newcomer in the automobile industry, Tesla Motors had distinguished itself by redefining automobiles and rewriting some of the rules of the automobile industry. Ten years after its founding, it had begun to make inroads into China — a totally different market from Europe and the United States — and commenced its globalization efforts. China had set “new energy” as its major strategy for sustainable development and national security. Which pa...Starting at €8.20
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Malaysia Airlines: The Marketing Challenge after MH370 and MH17
Neeraj Pandey; Gaganpreet SinghCase IVEY-9B15A028-EMarketing, StrategyThe chief executive officer of Malaysia Airlines (MAS) had the daunting task of sustaining a business that had suffered the tragic loss of two of its airliners in a span of just four months. Prior to this, a US$392 million loss, as well as the inability to compete with lower-cost carriers, had posed a great challenge to MAS. Management was planning to initiate a cost-cutting strategy to manage pricing and the competitive challenges of the aviatio...Starting at €8.20
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Souche: A Start-up Exploring the Used Car Market - Teaching Note
Yan Gong; Qiong ZhuTeaching Note IVEY-8B16M134-EStrategyTeaching Note for product 9B16M134.Starting at €0.00
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Souche: A Start-up Exploring the Used Car Market
Yan Gong; Qiong ZhuCase IVEY-9B16M134-EEntrepreneurship, StrategySouche had just celebrated its first anniversary in 2014 as a business in China’s used car market. After more than a year of strenuous effort, Souche had achieved considerable objectives. The company’s website had been providing information on used cars for six months, and its physical store had opened in Beijing around the same time. The store’s monthly sales had increased dramatically from 30 cars in the first month to over 231 cars in December...Starting at €8.20
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Ekohealth: Developing Price Structures
Neeraj Pandey; Gaganpreet SinghCase IVEY-9B14A057-EEntrepreneurship, Marketing, StrategyFounded in 2011 in Mumbai, India, Ekohealth Management Consultants Private Limited helped its subscribing members by negotiating bulk discounts with hospitals for all planned surgeries and reducing their monthly bills by suggesting low-cost generic drugs rather than expensive brand names. It ensured ethical health care practices by removing the referral fees doctors routinely demanded from hospitals, pathology clinics, pharmaceutical companies an...Starting at €8.20
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Comedy Nights with Kapil: Maintaining Value Creation
Neeraj Pandey; Gaganpreet SinghCase IVEY-9B14A056-EMarketing, StrategyBy the end of its first season in spring 2014, “Comedy Nights with Kapil” had become India’s top rated comedy television serial in the nonfiction category. Each episode invited celebrities from Bollywood or sports teams as guests to promote their upcoming movies or ventures. The show had developed its target market and had entered the maturity stage of its business life cycle. What might be future value creation business strategies for the show t...Starting at €8.20
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Marketing at Nyassa - Teaching Note
Neeraj Pandey; Gaganpreet Singh; Sandeep PuriTeaching Note IVEY-8B16A004-EMarketingTeaching note for product 9B16A004.Starting at €0.00
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BYD’s Electric Vehicle Roadmap
Yan Gong; Qiong ZhuCase IVEY-9B17M056-EEntrepreneurship, StrategyBYD Company Limited (BYD), a Chinese firm that started as a battery manufacturer, produced its first gasoline-fuelled vehicle in 2005. In 2008, BYD then launched its first electric vehicles based on its advantages in battery technology and experience in low-cost research and development. The company expected to gain a strong presence in the automotive market with these electric vehicles; its goal was to secure its place as China’s largest auto ma...Starting at €8.20
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Ludhiana City Bus Services Limited: Pricing for Profits
Neeraj Pandey; Gaganpreet SinghCase IVEY-9B14A019-EMarketing, StrategyLudhiana City Bus Service Limited (LCBSL) was created to improve the urban transportation system in the city of Ludhiana, India. As per the existing pricing strategy, bus fares (one of key revenue source for LCBSL) were set by the state government. LCBSL management was convinced that there was ample scope for raising the bus fares. The partial project implementation had been generating a return on capital of 1.9 per cent. To reduce this breakeven...Starting at €8.20