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El Parque Nacional del Café
Barrera Duque, Ernesto; Peña, Lorena; Parra, JenniferCaso INALDE-M-I-168MarketingColombia a mediados de los años 90, con el objetivo de potenciar el turismo nacional e internacional, así como una cultura del café. Describe brevemente su historia y los aspectos esenciales sobre la comercialización. Este caso plantea problemas relacionados con el plan de mercadeo del parque para el año 2006 (decisiones tácticas). De otro lado, plantea una situación especial frente al panorama competitivo especialmente frente a la posibilidad de...Desde 8,20 €
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Juan Valdez: Innovation in Caffeination, Teaching Note
Norton, Michael I.; Dann, JeremyNota del Instructor HBS-514027-EMarketingTeaching Note for 513090.Desde 0,00 €
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Delirio: Branding and Dancing during the Pandemic
Juanita Cajiao; Enrique RamirezCaso IVEY-W29892-EDirección estratégica, MarketingEarly in 2020, la Fundación Delirio (Delirio), a salsa dance, music, and circus arts show from Cali, Colombia, faced the abrupt and indefinite suspension of its presentations because of lockdowns associated with COVID-19. The general director and the staff who remained had to find new ways to connect with their audiences, relying on the strength of the brand, which help them stay afloat despite restrictions on live performances. However, when con...Desde 8,20 €
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QualityKiosk: Sales Force Design for Anabot - Teaching Note
Sreeram Sivaramakrishnan; Anuroop KrishnaNota del Instructor IVEY-W28436-EDirección estratégica, MarketingTeaching note for product W28435.Desde 0,00 €
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Hindú: Revitalizing a Colombian Tea Brand
Juanita Cajiao; Diana LealCaso IVEY-9B21A001-EMarketingIn late 2019, the Colombian company Agrícola Himalaya SA was undertaking a strategy to double its sales by 2030. The company’s popular Hindú brand of teas, developed over six decades, had expanded to include not only black and green teas but also herbal tDesde 8,20 €
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Bitaco Tea: A Taste of a Better World
Juanita CajiaoCaso IVEY-W27301-EDirección estratégica, MarketingAgricola Himalaya was a family-owned Colombian company, the national leader in the tea industry, and the owner of the only tea plantation in the country, located in the middle of a mist forest. In Colombia, owing to the labour costs involved in tea production, importing tea was less expensive than producing it locally, but if Agricola Himalaya decided to import the tea, what would be the environmental and social impact of closing the plant and pl...Desde 8,20 €
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Hatsu: From Start-up to Megabrand
Enrique Ramirez R.; Angela Gil; Camilo FernandezCaso IVEY-W25423-EIniciativa emprendedora, MarketingThe Hatsu brand of tea beverages and healthy food products emerged from the idea of two Colombian entrepreneurs in 2010 and evolved, in just over five years, to capture the interest of the leading company in the Colombian beverage market, Postobón SA (Postobón), which acquired it. In this context, Hatsu faced the challenge of consolidating itself in the tea beverage market while also venturing into other product categories (e.g., cereal bars, nut...Desde 8,20 €
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Colombina S.A.: Entering the Ice Cream Market
Enrique Ramirez; Juanita Cajiao SaenzCaso IVEY-9B18A008-EDirección estratégica, MarketingIn March 2017, the vice-president of the ice cream division at Colombina S.A. (Colombina), was in her office at the company’s headquarters in Cali, Colombia. She was reviewing the growth figures for the company’s ice cream business, for which she was accountable. The sales target set for the company in 2010 was US$1 billion by 2020, and the ice cream segment would play a fundamental role in reaching that target. The vice-president remembered what...Desde 8,20 €
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lebua: A Thai Luxury Hotel’s Post-Pandemic Dilemmas - Teaching Note
Jones Mathew; Sujata Khandai; Sandeep PuriNota del Instructor IVEY-W25820-ELiderazgo y Dirección de personas, MarketingTeaching note for product W25819.Desde 0,00 €