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Marketing Analysis Toolkit: Market Size and Market Share Analysis
Steenburgh, Thomas; Avery, JillCaso HBS-510081-EMarketingMarketers frequently need to estimate the size of their markets -- both for existing products so that sales forecasts can be developed, and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales forecast using a market build-up methodology. Students learn to measure market demand and company demand and calculate market and product penetration rates and market share. The n...Desde 8,20 €
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Second Thoughts About a Strategy Shift (HBR Case Study and Commentary)
Ofek, Elie; Avery, JillArtículo HBS-R1412K-EDirección estratégicaAugustin Rey, the president of Emilia, a century-old clothing retailer in Spain, is determined to revamp the company's merchandising strategy and redesign some of its dowdiest stores. He also wants to do away with discounts, circulars, and special sales, and win customers over with a strategy he calls hablar claro--"straight talk." That means the same low prices every day. At first, Emilia's financial results were outstanding. But they've since s...Desde 8,20 €