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63 items were found using the following search criteria
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Positioning: The Essence of Marketing Strategy
Moore, Marian Chapman; Helstein, RichardTechnical Note DARDEN-M-0754-EMarketingThis note follows the development of a positioning statement for a target market. The exercise includes determining the relevant point of reference (market definition, product category, competitive set) and associated points of parity, the point of difference, and why customers should believe the product or service can deliver on the desired positioning. The appendix contains a description of perceptual mapping, a tool that is often used when mak...Starting at €8.20
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Northwest Mutual Funds
Niraj Dawar; Ken MarkCase IVEY-9B08A003-EEntrepreneurship, MarketingNorthwest Mutual Funds is a boutique mutual funds company that differentiates itself on a high level of customer service. The case describes how the company is considering marketing its funds directly to retail investors. Thus far, the company has marketed its fund only to the financial planners that make up the channel. The case illustrates channel issues, and helps students discuss how products must be differentiated from competitors' products ...Starting at €8.20
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National Australia Bank (A)
Graham Hubbard; Judy HubbardCase IVEY-9B08M035-EStrategyThis is a chronological series of two cases. The (A) case is about the fall from grace of a revered, high-performing Australian company that had gone international in its quest for growth. The (B) case is about the turnaround that followed. The (A) case covers the period 2000 to 2004. It includes the National Australia Bank (NAB) 2000 corporate/business strategy, the MLC acquisition, the sale of Michigan National, the HomeSide financial disaster ...Starting at €8.20
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National Australia Bank (B)
Graham Hubbard; Judy HubbardCase IVEY-9B08M036-EStrategyThis is a chronological series of two cases. The (A) case is about the fall from grace of a revered, high-performing Australian company that had gone international in its quest for growth. The (B) case is about the turnaround that followed. The (A) case covers the period 2000 to 2004. It includes the National Australia Bank (NAB) 2000 corporate/business strategy, the MLC acquisition, the sale of Michigan National, the HomeSide financial disaster ...Starting at €5.74
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Obvious, Intuitive and Wrong
Gunther McGrath, RitaArticle ART-1448-EEntrepreneurshipPast success can become tomorrows liability. But instead of throwing out the old and taking a bold leap into the new, leaders in uncertain times should focus on creating conditions for internally generated growth. Columbias Rita Gunther McGrath presents a portfolio of opportunities that managers can employ, including a questionnaire to help you pinpoint the greatest sources of uncertainty in the business, and thereby focus your investments in l...Starting at €8.20
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Tailoring Your Strategy to Fit the Culture
de Mooij, MariekeArticle ART-1787-EMarketingMany widely accepted management theories related to mission statements, branding and advertising are Western inventions that do not translate when companies go global. What plays well at home may not go down so well in foreign environments. The author recommends that a company conduct a full review of its entire global marketing strategy from its mission and vision, to its portfolio, positioning and product usage, to its communications and adve...Starting at €8.20
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Parle-G
Miranda R. Goode; Ramasastry ChandrasekharCase IVEY-9B10A022-EMarketing, StrategyIn 2009, Parle Products Pvt. Limited (Parle), a leading Indian biscuit manufacturer, had the distinction of producing the largest selling glucose biscuit brand by volume in the world, the Parle-G. Parle-G biscuits sold for approximately US$1 per kilogram and as very few processed and ready-to-eat foods were available at this price point, Parle-G was strongly associated with offering value for money (VFM). A looming problem in this brand category ...Starting at €8.20
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Danimal in South Africa: Management Innovation at the Bottom of the Pyramid
Verity Hawarden; Helena BarnardCase IVEY-9B10M099-EEntrepreneurship, StrategyThis case focuses on management innovation in the South African dairy industry, describing how an innovative new yoghurt product, Danimal, was created specifically for the market at the base of the pyramid. It explains how management of the product line embodied the various innovation opportunities and challenges presented. The concept was initially introduced in order to assess the feasibility of profitably servicing this market. However, the pr...Starting at €8.20
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Customer Segmentation in Business-to-Business Markets
Spekman, Robert E.; Stein, JoshuaTechnical Note DARDEN-M-0792-EMarketingThe purpose of this note is to help students better understand the concept of customer segmentation in a business-to-business (B2B) context, focused on such topics as the role segmentation plays in the larger marketing strategy of which it is a part, the process, primary approaches, and variables.Starting at €8.20
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www.dhonuk.com - Marketing Art in an Emerging Market
S. Ramesh Kumar; Shamit BagchiCase IVEY-9B11A019-EMarketingShamit Bagchi, owner of the online art company Dhonuk, recognized that art was a niche market in India. He wanted to utilize psychographics in order to better understand art buyers and properly position his company, so he undertook a survey of art consumers’ behaviour. He believed that through selecting the appropriate demographic segments, analyzing his competition, and using the behavioural insights of the survey, he could create the proper pla...Starting at €8.20