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Ivey Business School (Canada)
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Swiss Chocolate Challenge: SwissOne versus Toblerone - Teaching Note
Marc Fetscherin; Camille SibbittTeaching Note IVEY-W26083-EMarketing, StrategyTeaching note for product W26082.Starting at €0.00
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Extraordinary Journeys: Wild Times in the Safari Industry (Spanish version)
David HallidayCase IVEY-W28187Entrepreneurship, StrategyIn April 2017, an entrepreneur in the tour operator industry faced a potential investment decision. Her company, Extraordinary Journeys (EJ), created custom luxury African safaris for a US-based clientele. While EJ had enjoyed dramatic growth since its founding in 2009, the entrepreneur worried that competitive pressures were increasing, as resource-rich companies had entered the market, drawn by the industry's rapid growth. In response to this g...Starting at €8.20
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Paillasse International SA: Global Market Selection
Marc Fetscherin; Tim PettCase IVEY-9B17A019-EEntrepreneurship, Marketing, StrategyPaillasse International SA was a Swiss-based bread company operating in 15 European markets as of 2016. The company had invented a proprietary, patented process for producing bread concentrate that was used to make high quality, healthy breads. The company was successfully using licensing agreements for the bread concentrate with bakeries throughout the European markets; the latest agreement was with a retailer in Spain. The chief executive offic...Starting at €8.20
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True Fruits: A Juiced-Up Internationalization Strategy
Marc Fetscherin; Patrick SellCase IVEY-9B17A058-EEntrepreneurship, Marketing, StrategyIn 2017, True Fruits, a German smoothie company, was operating in three European markets. The company had developed flash pasteurization, which was an efficient and gentle production process that made their product one of the highest quality smoothies in the world. The company successfully exported its product to premium Austrian and Swiss supermarkets, and was planning further expansion within Europe. True Fruits had strong brand loyalty, and a ...Starting at €8.20
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Extraordinary Journeys: Wild Times in the Safari Industry - Teaching Note
David HallidayTeaching Note IVEY-8B18M164-EStrategyTeaching note for product 9B18M164.Starting at €0.00
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mymuesli: New Markets for Customized Breakfast Cereal - Teaching Note
Marc Fetscherin; Elena KasperTeaching Note IVEY-8B17A055-EMarketingTeaching note for product 9B17A055.Starting at €0.00
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True Fruits: A Juiced-Up Internationalization Strategy - Teaching Note
Marc Fetscherin; Patrick SellTeaching Note IVEY-8B17A058-EMarketingTeaching note for product 9B17A058.Starting at €0.00
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Swiss Army: Diversifying into the Fragrance Business
Ilan Alon; Marc Fetscherin; Claudia CarvajalCase IVEY-9B14A066-EEntrepreneurship, Marketing, StrategyIn 2005, Victorinox, the original producer of the Swiss Army Knife, acquired Wenger, including the fragrance label “Swiss Army Fragrance.” The acquisition of Wenger allowed Victorinox to become the only producer of the famous Swiss Army Knife as well as the key player in Swiss Army watches. Victorinox’s head of marketing was asked to design a business strategy that would successfully allow the company to enter the fragrance industry. How should V...Starting at €8.20
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mymuesli: New Markets for Customized Breakfast Cereal
Marc Fetscherin; Elena KasperCase IVEY-9B17A055-EEntrepreneurship, Marketing, StrategyIn 2017, the German company mymuesli GmbH (mymuesli) was operating in six European countries. Having begun to successfully distribute its customizable organic breakfast cereals online, mymuesli built on its growing popularity by opening stores in various cities across Germany, Austria, Switzerland, the Netherlands, and Sweden, where the most popular versions of the product were sold. The relatively young company differentiated itself with its cus...Starting at €8.20
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Swiss Chocolate Challenge: SwissOne versus Toblerone
Marc Fetscherin; Camille SibbittCase IVEY-W26082-EMarketing, StrategyIn 2021, the chief executive officer of Cocoa Luxury SA moved back to Switzerland and founded his premium chocolate brand, SwissOne, after spending two decades in Australia manufacturing confectionery products. Growing up in Bern, Switzerland—the location of the original Toblerone factory—had inspired his unique chocolate recipe and the first three chocolate bars he intended to sell. In January 2022, once he had finished his prototypes, to finali...Starting at €8.20