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The Recorded Music Industry
Carrión V.; Nueno, José Luis; Bertini, MarcoNota técnica MN-337-EMarketing, Tecnologías de la informaciónMusic has become one of today¿s great global industries, generating world retail sales of US$27 billion to $38 billion during the 1990s, by satisfying the diverse music appetites of people around the globe and popularising new artists and music styles. Recorded music in turn belongs to a group of copyright-based industries valued at 360 billion euros in Europe and $430 billion in the U.S., accounting for more than 5% of GDP. Yet the very foundati...Desde 8,20 €
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Continente: The relaunch of private label soft drinks
Ferrer, Jordi; Nueno, José Luis; Villanueva, JulianCaso M-1049-EMarketingThe private label department at Continente wants to relaunch its soft drinks line, which has a very low market share in its category. Lladó, area manager for private label beverages, has received an interesting offer from Cott and is fancing a number of decisions regarding the possible change of supplier and the marketing mix for the relaunch.Desde 8,20 €
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Primark: Clouds Ahead
Villanueva, Julian; Nueno, José Luis; Balmaseda, CarmenCaso M-1386-EIniciativa emprendedora, Innovación y cambio, MarketingWith global sales of approximately $1.75 trillion in 2018, fashion retail was one of the world's largest industries. In the 1980s, a new manufacturing strategy called Quick Response (QR) revolutionized the sector. This approach reduced the delivery time for orders and continued evolving until becoming the Fast Fashion (FF) business model. However, the industry's main challenge remained tightening complex distribution chains and responding to not...Desde 8,20 €
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Embutidos Salgot S.A.
Rodríguez, Silvia; Nueno, José Luis; Llano, Miguel AngelCaso M-1263-EDirección estratégica, Innovación y cambio, MarketingThe case describes the change of strategy carried out by Embutidos Salgot S.A., positioning its products in the premium segment and taking the final step with the launch of Eco Salgot, its range of organic products. This launch reinforced the sales of Reserva Salgot and Salgot, the other two product lines. However, the investment was significant (nearly 2 million euros), the crisis did not favor the consumption of premium products (a price strugg...Desde 8,20 €
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Embutidos Salgot S.A.
Rodríguez, Silvia; Nueno, José Luis; Llano, Miguel AngelCaso M-1263Dirección estratégica, Innovación y cambio, MarketingEl caso describe el cambio estratégico llevado a cabo por Embutidos Salgot S.A., posicionando sus productos en el segmento premium, dando el último paso con el lanzamiento de Eco Salgot, la gama de productos ecológicos. Dicho lanzamiento había reforzado las ventas de Reserva Salgot y Salgot, las otras dos líneas de producto. Sin embargo, el esfuerzo inversor había sido notable, cercano a los dos millones de euros, la crisis no favorecía el consum...Desde 8,20 €
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sita murt/
Nueno, José Luis; Rodríguez, SilviaCaso M-1261-EIniciativa emprendedora, Innovación y cambio, MarketingThe case describes the transformation that sita murt/ and fourth generation owners have implemented in the family business, allowing the company to transition from a business based on a product to one based on a designer, and then to a prestige brand. To accomplish this they first outsourced manufacturing, then took it abroad, turning sita murt/ into a company focused on design and marketing expertise, forming a network of stores in retail store ...Desde 8,20 €
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Note on Scenario Planning in High-Uncertainty Environments: The Disruption Matrix
Costa, Carlos; Nueno, José LuisNota técnica MN-405-EAnálisis de decisiones, Dirección estratégica, Innovación y cambioThe coronavirus pandemic is an unexpected external event with a profound impact on demand in all sectors that is highly conditioned by decisions that correspond to external stakeholders. After overcoming their initial shock, within this context companies have to think about their future in two or three years; however, it is very difficult for the management team to plan and define a clear strategy when it remains unknown when and how they will be...Desde 8,20 €
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Bella Aurora: construyendo el futuro de una marca centenaria
Rodríguez, Silvia; Nueno, José LuisCaso M-1352Iniciativa emprendedora, Innovación y cambio, MarketingBella Aurora, la centenaria marca de cosmética, anunciaba, en septiembre de 2016, su último lanzamiento, la línea Bella, con la que se proponía alcanzar un nuevo segmento de consumidoras. Esta línea era la respuesta a uno de los principales desafíos de mercado que debía afrontar la marca: ampliar su base de clientas y salir del nicho de mercado de despigmentantes, en el que había logrado una posición de liderazgo compitiendo contra las grandes mu...Desde 8,20 €
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Sensofar Tech: Leading or Following the Customer
Rodríguez Bouzo, Silvia; Nueno, José LuisCaso M-1310-EIniciativa emprendedora, Innovación y cambio, MarketingAt the beginning of 2013, Ferran Laguarta and Marc Canales, chairman and CEO of Sensofar-Tech (spin-off of the Polytechnic University of Catalonia, UPC), respectively, were reviewing how well the company was complying with the 2011-2015 Strategic Plan. The 2012 fiscal year had closed with 6 million in revenue (including subsidiary billing), a staff of 18 employees and an international business network with a global presence in the world's most i...Desde 8,20 €