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BEworks: Experimentation in Business
Neil Bendle; Katie ChenCase IVEY-9B17A053-EMarketingIn 2016, a luxury cosmetic company approached BEworks Inc. (BEworks), a management consulting firm based in Toronto, Ontario, to gain a better understanding of its customers in an effort to develop better-tailored communications. BEworks was the world’s first management consulting firm to specialize in solutions for real-world challenges by applying behavioural economics—an emerging field that sought to understand human behaviour in the context o...Starting at €8.20
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Impossible Foods, Beyond Burgers, and Plant-Based Meat
Neil BendleCase IVEY-9B20A044-EMarketingIn 2019, a small investor was reviewing her portfolio mix, which included quick-service restaurants. During her research, she learned of new-product launches by two companies: Impossible Foods and Beyond Meat. Both companies produced plant-based productsStarting at €8.20
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Visa Inc.: Accounting for Marketing
Neil BendleCase IVEY-9B14A032-EMarketingA job candidate at Visa Inc., the technology payments company, prepares herself for her interview by considering what she can uncover about the company’s marketing from the published accounts. She analyzes what the company spends money on and how revenue is generated. She considers how marketing is accounted for – specifically, how marketing assets, such as brands, are dealt with on the balance sheet. She considers the relationship between values...Starting at €8.20
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Nouveau Event Planning: The Wedding Extravaganza
Neil Bendle; Rocky CampanaCase IVEY-9B11A042-EMarketing, StrategySince 1988, Nouveau Event Planning has been operating the largest wedding expo in Windsor, Canada, an event called the Wedding Extravaganza. In 2001, the Wedding Odyssey became the second wedding expo in Windsor, and started to pose a significant threat to the Wedding Extravaganza. Now in 2011, the owner of Nouveau Event Planning must make strategic decisions involving pricing, customer retention, and selection of an appropriate target market. Sh...Starting at €8.20
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PepsiCo: The Launch of Organic Gatorade
Neil Bendle; Rob GeorgeCase IVEY-9B16A057-EMarketingIn the summer of 2016, PepsiCo Beverages Canada faced a choice: whether to launch its new product, organic Gatorade, in Canada. Only a few months previously, PepsiCo North America Beverages’ chief executive officer had announced a company-wide initiative that was designed to offer consumers a greater variety of healthier products. Would such a product ultimately make PepsiCo more competitive in the Canadian market in light of recent trends that e...Starting at €8.20
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Wind Mobile: Competing in the Canadian Telecom Industry
Neil Bendle; Janice WongCase IVEY-9B12A061-EMarketingThis case looks at how a new entrant into a market dominated by three established incumbents can win consumer support. Wind Mobile, a new entrant in the Canadian telecommunications industry, not only has to compete with rivals Bell Canada Enterprises Inc., Rogers Communications and Telus Corporation but also confronts Canadian regulations concerning foreign ownership. Although the regulatory body, the Canadian Radio-television and Telecommunicati...Starting at €8.20
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Pokémon Go: Virtual Invading Reality
Neil Bendle; Xiaoke XuCase IVEY-9B17A032-EMarketing, StrategyIn June 2016, the augmented reality game Pokémon GO quickly became one of the hottest topics in the world, changing both the online and offline behaviours of players. Pokémon GO was jointly developed by the San Francisco-based firm Niantic Inc. and The Pokémon Company, based in Japan, and was underwritten by the Japanese video game giant Nintendo. The game, which overlaid virtual items and creatures onto the physical world, allowed smartphone use...Starting at €8.20
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Deregulating the Sale of Alcohol in Ontario
Neil Bendle; Ken MarkCase IVEY-9B17A018-EMarketingFollowing a report by the Premier’s Advisory Council on Government Assets in 2015, the sale of beverage alcohol products in Ontario was deregulated: in 2016, 60 grocery stores were licensed to sell beer and cider to consumers. The intention was for up to 450 grocery stores to eventually sell beer and cider products, and for 300 of these stores to also sell wine. The move to deregulate the industry was contentious; the province generated substanti...Starting at €8.20
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Netflix in Canada: Entering the Fray
Neil Bendle; Ken MarkCase IVEY-9B11A020-EMarketingNetflix, Inc. was a fast-growing U.S. DVD-rental and video-streaming service that had just entered the Canadian market. This case covers the period immediately following its entry into Canada with a low-price monthly subscription service through which viewers could get video content streamed to their TVs or multimedia devices. Netflix’s entry threatened to change the way video content was viewed in Canada and, as such, it had the potential to hea...Starting at €8.20
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Unhaggle: Putting Customers in the Driver's Seat
Neil Bendle; Sarah Chiu; Justin LeungCase IVEY-9B12A014-EEntrepreneurship, MarketingUnhaggle is a business model that uses a website to link up consumers with automobile dealers. The consumer describes the sort of vehicle they are looking for and the dealers compete to serve the consumer at the lowest possible price. The case illustrates how power in a negotiation comes from supply and demand. By bringing dealers to the consumer, Unhaggle helps drive down the cost of the vehicle to the consumer while reducing the dealer’s market...Starting at €8.20