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Robert Krups GMBH & Co. KG: Brand Transfer into East Germany (B)
Hickman, E.; Joachimsthaler, Erich A.Caso M-927-EMarketingProvides detailed market information about East Germany as a background for the decisions that have to be made in the (A) case (M-926-E).Desde 5,74 €
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Robert Krups GMBH & Co. KG: Brand Transfer into East Germany (A)
Hickman, E.; Joachimsthaler, Erich A.Caso M-926-EMarketingCase deals with the issues that make a brand strong e.g. positioning, product characteristics, advertising and product presentation strategy, etc.; measures of a brand's strength e.g. awareness, perceived quality reputation, etc. The management issue is how to transfer these brand attributes to the newly opened east european market and indeed, to decide which specific brands will actually appeal to this new set of consumers.Desde 8,20 €
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Procter & Gamble Company: el envase para rellenar Lenor
Quelch, John A.; Drumwright, Minette E.; Yao, JulieCaso HBS-504S14MarketingEste caso se acompaña de un breve vídeo que se puede mostrar en clase o incluido en un Coursepack digital. Los instructores deben considerar el momento de hacer el video disponibles para los estudiantes, ya que puede revelar detalles clave de caso. El gerente de marca para la marca de suavizante de telas Lenor, Procter & Gamble Alemania, estaba preparando una presentación sobre el lanzamiento nacional de un paquete de relleno con el medio ambient...Desde 8,20 €
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SANY: Going Global
Lal, Rajiv; Lippert, Stefan; Dai, Nancy Hua; Deng, DiCaso HBS-513058-EMarketingApril 17, 2012, was a special day for SANY Group and for its founder Liang Wen'gen. Headquartered in Changsha, SANY Group had transformed itself in two decades from a small welding material factory in 1989 to a leading global construction equipment manufacturer with 5 industrial parks in China; 5 R&D and manufacturing bases in America, Germany, India, Brazil, and Indonesia; and 21 sales companies worldwide. SANY Heavy Industry Co., Ltd. (SANY), S...Desde 8,20 €
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Porsche: The Cayenne Launch, Teaching Note
Deighton, John; Avery, JillNota del Instructor HBS-511069-EMarketingTeaching Note for 511-068.Desde 0,00 €
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Wolters Brewery (A): Negotiating Restructuring
Klaus MeyerCaso IVEY-9B12M009-EDirección estratégica, Iniciativa emprendedora, MarketingPart (A) of this case series presents the situation of a multinational brewer, InBev, having acquired several breweries in Germany, and wishing to proceed with operational integration and the closure of smaller, less efficient plants. This move triggers resistance not only from the local workforce, but the local community. For InBev, this is a case of corporate restructuring and strategy implementation. Yet for a group of local entrepreneurs, thi...Desde 8,20 €
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Wolters Brewery (B): Traditions for the Future
Klaus MeyerCaso IVEY-9B12M010-EDirección estratégica, Iniciativa emprendedora, MarketingThis case is a supplement to Wolters Brewery (A): Negotiating Restructuring. It gives a debriefing of the (A) case. It is also an independent case on small- and medium-sized enterprises facing issues of local brand marketing in an industry increasingly dominated by global players, and of developing exports from scratch.Desde 5,74 €
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True Fruits: A Juiced-Up Internationalization Strategy
Marc Fetscherin; Patrick SellCaso IVEY-9B17A058-EDirección estratégica, Iniciativa emprendedora, MarketingIn 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 ...Desde 8,20 €
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L'Oréal USA: Digitally Optimizing Consumer Insights
Dennis Paris; Sheri Lambert; Amy LavinCaso IVEY-9B21A012-EMarketingNima Gohil, head of the new digital and creative consumer research department at L’Oréal USA (L’Oréal), was preparing for the upcoming January 2016 board meeting at L’Oréal’s research and innovation headquarters in Clark, New Jersey. L’Oréal’s competitors were using new digital media to highlight beauty products to current and new users, and L’Oréal was under pressure to develop a better way to connect with consumers to maintain—if not grow—marke...Desde 8,20 €
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LIDL: A German Grocer in the United States
Lubna Nafees; Neel Das; Mokhalles MehdiCaso IVEY-9B19A007-EDirección estratégica, MarketingIn 2017, the German grocery chain Lidl Stiftung & Co. KG (Lidl) opened its first 20 U.S. stores in the southern states of Virginia, North Carolina, and South Carolina. Key target segments of Lidl were budget-conscious customers, middle-class families with children, and elderly customers on a fixed income. Lidl offered lower prices than its competitors and quickly gained a strong advantage in the marketplace. Despite high early consumer demand, ho...Desde 8,20 €