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Gas Natural: Improving the Profitability of Servigas (Portuguese Version, Brazil)
Guitart, Iván; Rocha e Oliveira, PauloCaso M-1234-PBMarketing, Servicios y operacionesMarta Muriel has recently been promoted to director of residential natural gas service with the mandate of boosting profits for the company's home maintenance services, Servigen. She and her team have designed four measures, among others, that involve a trade-off between cost reduction and improvements in service quality. Now she has to decide which ones to actually implement based on their impact on the company's bottom line.Desde 8,20 €
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Healy Hudson: e-Sourcing Solutions (Portuguese Version, Brazil)
Sachon, MarcCaso P-1019-PBServicios y operaciones, Tecnologías de la informaciónBased in Munich, Bavaria, the company is a pioneer in the world of e-procurement. It has developed an online purchasing system for the Business-to-Business sector. In the fall of 2000 it is selling two e-commerce products: Impact Ordering and Impact Sourcing. The former is a simple electronic catalog ordering system; the latter is designed for the sourcing of complex goods.Desde 8,20 €
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Eurostar and the Channel Tunnel Incident (A) (Portuguese Version, Brazil)
Rocha e Oliveira, Paulo; Lago, Alejandro; Valadas, JorgeCaso M-1251-PBMarketing, Servicios y operacionesThis case describes the ordeal experienced by passengers who were trapped under in English channel on December 2009 and poses questions related to how managers should react to the situation. The main issues that come out in the case relate to how the firm should react to this service failure.Desde 8,20 €
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Microsoft United Kingdom: the major accounts program (Portuguese Version, Brazil)
Cintora M. A.; Folle, Carlos; Vila, VictorianoCaso M-1181-PBMarketingTwo years after the implementation of the large accounts program in Microsoft Spain, some fine adjustments are being considered as a consequence of the changes in customer demand, as well as the change in some of the competitive elements, mainly the evolution of technology and the movements of competitors.Microsoft Spain is studying the possibility of modifying some of the operational aspects of the large accounts program.Desde 8,20 €
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La Fageda: A Crazy Initiative (A): Challenges of Growth and Governance in 2014 (Portuguese Version, Brazil)
Segarra, José AntonioCaso M-1324-PBDirección estratégica, Gobierno corporativoThe case not only presents the situation of La Fageda in 2014, but also reviews some of the information provided in case M-1218. La Fageda is the third leading brand in market share in the Catalan yogurt market and the one that is consistently growing above the market average. Its uniqueness is that its workers are classified as having intellectual disabilities and/or severe mental disorders. The mission of social and workplace integration of bot...Desde 8,20 €
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Professionalizing the Sales Force at The Veteran Tree (Portuguese Version, Brazil)
Villanueva, JulianCaso M-1391-PBIniciativa emprendedora, Liderazgo y Dirección de personas, MarketingIn March 2022, Jim Heisser, MD and founder of The Veteran Tree Co, was reflecting on the strong results his company had achieved in recent years. The historical growth in sales and profitability were something to be proud of and-after 2020 which was a disastrous year for the sector due to the pandemic-the company had returned to strong growth in 2021. Jim felt that what started as a small operation with humble goals was now becoming very big. Big...Desde 8,20 €
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Deister (Portuguese Version, Brazil)
Font, VicenteCaso M-1157-PBMarketingDeister, a high-end software company based in Spain and focused on the development and marketing of applications and products that enable companies to manage their information systems and business processes more efficiently, must decide how to give a boost to the marketing of its management software.Desde 8,20 €
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El País (Portuguese Version, Brazil)
Agell Ferrer, Pere; Segarra, José AntonioCaso M-815-PBMarketingIn 1981, after a period of unprecedented success that had taken El País to first place in the Spanish newspaper market, the paper's management was considering launching an edition in Barcelona. El País's readership in Catalonia was marginal in relation to its demonstrated potential in the rest of Spain. As a first step, the management commissioned an image and use survey of the daily press market in Barcelona, together with a concept test for a ...Desde 8,20 €
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Microsoft Spain: Major Accounts Program (condensed) (Portuguese Version, Brazil)
Vila, VictorianoCaso M-1236-PBMarketingTwo years after the implementation of a large accounts program in Microsoft Spain, some fine adjustments have been proposed as a result of changes in customer demand, as well as the change produced in some of the competitive elements. Microsoft Spain is studying the possibility of modifying some operational aspects of the large accounts program.Desde 8,20 €
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Jets4future and the Sale of Private Jets (Portuguese Version, Brazil)
Segarra, José Antonio; Valentí, Albert; Sanmartí, FrancCaso M-1305-PBDirección estratégica, MarketingThe case centers on a European distributor of private jets. It explains the specificities and particular problems involved in marketing high-value industrial products: long sales cycle, complex decision-making unit, and significant investment on the part of the customer for the purchase. It discusses the process of customer acquisition and different marketing investments. It also describes three specific situations involving customers in which de...Desde 8,20 €