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Growing Trafalgar Ales, Meads & Distillery
Lawrence A. Plummer; Ken MarkCaso IVEY-9B19M018-EDirección estratégica, Iniciativa emprendedoraIn February 2018, the co-owners of Trafalgar Ales, Meads & Distillery, based in Oakville, Ontario, were eager to take on a wide range of new opportunities. In the 18 months since their purchase of the brewery, the two co-owners had devoted great efforts to transforming the company, creating and launching several new and successful beer brands. Contract brewing was de-emphasized, and the layout of the brewery was reset. The owners became involved ...Desde 8,20 €
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Customer Segmentation and Business Model Evolution at Unbounce
Raymond Pirouz; Ken MarkCaso IVEY-9B14A029-EIniciativa emprendedora, MarketingIn December 2011, the co-founder of Unbounce, a Vancouver-based software services start-up, is considering expanding into the enterprise user space. Unbounce got its start providing turnkey landing pages — web pages specific to current advertising campaigns — to the small and medium-sized enterprise market. Within 18 months, the company has achieved thought leadership in this space, has a list of paying customers and has built its support team fr...Desde 8,20 €
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An Influencer Strategy for Budweiser in Canada
Mary Weil; Ken MarkCaso IVEY-9B19A014-EMarketingIn January 2018, a senior manager at Labatt Breweries of Canada, headquartered in Toronto, was thinking of how to launch an influencer strategy for the Budweiser brand in Canada. The manager needed a strategy to connect with a group of influential bloggers and other influencers in Canada. These influencers’ opinions affected the way different brands were viewed. Getting the influencers on-side would require finesse as Budweiser was typically seen...Desde 8,20 €
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CompuSoluciones: Corporate Governance
Luis Manuel Bonner de la Mora; W. Glenn Rowe; Ken MarkCaso IVEY-9B17M022-EDirección estratégica, Iniciativa emprendedoraCompuSoluciones, based in Guadalajara, Mexico, was a value-added distributor of information technology hardware, software, and services that grew from its origins as a reseller for Hewlett-Packard to become the second-largest distributor in Mexico. The company was best described as a collection of team-based businesses. It had 18 independent business units—each of which managed its own supply chain and produced its own profit-and-loss statements—...Desde 8,20 €
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Unlocking Value At Canadian Pacific: The Proxy Battle With Pershing Square
Stephen R. Foerster; W. Glenn Rowe; Chris Makuch; Ken MarkCaso IVEY-9B17N024-EFinanzasA principal at the hedge fund GBR Capital needed to determine how best to vote her fund’s shares in the upcoming annual shareholders' meeting for Canadian Pacific (CP). For the previous decade, CP’s shares had underperformed compared to its key Canadian rDesde 8,20 €
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J.-Robert Ouimet and Tomasso Corporation
Gerard Seijts; Ken MarkCaso IVEY-9B09C003-EDirección estratégica, Liderazgo y Dirección de personasThis case describes the efforts of the management team at Tomasso Corporation, located in Montreal, Quebec, to manage various economic and personnel issues during the economic downturn of 2001. As the situation at Tomasso worsened, the president wondered how to turn the company around. The management team wondered if there was a way to balance the human and economic issues by adhering to a theory that the chief executive officer had developed ove...Desde 8,20 €
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HootSuite: Monetizing the Social Media Dashboard
Raymond Pirouz; Ken MarkCaso IVEY-9B12A058-EIniciativa emprendedora, MarketingHootSuite is one of the fastest growing SaaS (Software as a Service) social media dashboards on the market. The company’s vice-president of business development needs to determine the best strategy for segmenting and monetizing HootSuite users. He needs to introduce a tiered pricing plan that generates revenues without alienating users.Desde 8,20 €
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Capital One: Launching a Mass Media Campaign
Robert J. Fisher; Ken MarkCaso IVEY-9B06A005-EMarketingThe senior Brand Manager for Capital One Canada is developing the firm's strategy for its first mass media advertising campaign in Canada. He had been provided with a menu of U.S. and U.K. advertisements - with test results for each - which he can adapt for a Canadian audience. The key decisions the Senior Brand Manager faces includes which customer segment to focus on, what value proposition to signal to this segment, what advertisements should ...Desde 8,20 €
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Mountain Equipment Co-op: Digital Strategy
Raymond Pirouz; Ken MarkCaso IVEY-9B13A019-EIniciativa emprendedora, MarketingThe vice-president of marketing and communications at Mountain Equipment Co-op, a retailer of outdoor sporting goods, is examining its marketing strategy following the decision to stop producing its physical catalogue. The 40-year-old retailer wants to broaden its reach beyond its hard-core group of customers. Although it currently has an online presence, it needs to further develop its online sales and outreach programs.Desde 8,20 €
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Christie Digital: Maximizing the Digital Cinema Opportunity (A)
Mark B. Vandenbosch; Ken MarkCaso IVEY-9B12A044-EMarketingThe co-president and co-CEO of Christie Digital, a digital projector firm based in Cypress, California, and Kitchener, Waterloo, is speaking with his counterpart and trying to decide how Christie should tackle the rest of the 65,000-screen theatre market that has not yet converted to digital. The co-president has to consider that Christie is one of three viable competitors in the market and that there is a real risk of rapidly declining margins i...Desde 8,20 €