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The Challenge of Multichannel Marketing Management
Clemares, Fuencisla; Nueno, José LuisCase M-1346-EMarketing, StrategyIt had been five years since Jordi Catalá, the founder and CEO of Sleeping (a manufacturer and distributor of sleep-related products and bedding), had launched his company's online channel. E-commerce now accounted for 10% of total sales and was about to reach breakeven in terms of the income statement. Tension between the traditional and online marketing teams was high, and Jordi felt like they were unable to work together and take advantage of ...Starting at €8.20
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Media Markt's Omnichannel Strategy (A)
Clemares, Fuencisla; Nueno, José LuisCase M-1347-EMarketing, Service and Operations Management, StrategyThe launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge was that consumers were multichannel and constantly moved back and forth between the website a...Starting at €8.20
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Ametller Origen: Beyond Retail
Nueno, José LuisCase M-1376-EInnovation and Change, Marketing, StrategyAmetller Origen is a distribution chain that has experienced exponential growth from 0 to 111 stores, largely due to Km0 - an ecological product with a vertical integration model - and a premium positioning oriented around healthy products. They also educate people about food with a series of multichannel commercial activities aimed at selling in own stores, schools, communities, other people's stores, multi-brand stores and online sales. This mo...Starting at €8.20
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Media Markt's Omnichannel Strategy (B)
Clemares, Fuencisla; Nueno, José LuisCase M-1348-EMarketing, Service and Operations Management, StrategyThe launch of its online channel made Media Markt reconsider its pricing policy and promotional strategy. In the digital world, traditional distributors also competed with purely online low-cost players with very aggressive pricing strategies. In order to be competitive, the online channel required a strategy of low margins and low prices. The challenge was that consumers were multichannel and constantly moved back and forth between the website a...Starting at €5.74
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AJE GROUP: Porsuing Lost Growth
Nueno, José Luis; Bazán, MiguelCase M-1350-EInnovation and Change, Marketing, StrategyThis case is an update of "Aje: Selling Drinks to the Base of the Pyramid" (M-1254-E), including the events of 2016. A series of adverse macroeconomic trends converged during financial year 2015 (an uncertain global economic climate and the appreciation of the dollar compared with other currencies), along with an increase in competition and a drop in sales in key markets. These factors forced the company to implement a series of measures to corre...Starting at €8.20
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Avinent
Nueno, José Luis; Rodríguez, Silvia; Llano, Miguel AngelCase M-1262-EEntrepreneurship, Innovation and Change, StrategyAlbert Giralt, General Director of the Vilardell Purtí Group, was reviewing the draft of the 2011-2013 Strategic Plan for the AVINENT Implant System, the Group's biomedical division. In just over three years, they had developed their own product, the AVINENT Implant System, within a traditional company in the metalworking industry. Their achievements had come quickly and in abundance, but there was still a lot of ground to cover. They needed to c...Starting at €8.20
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TRIPICTURES: Facing the End of the Digital Transition
Rodríguez, Silvia; Nueno, José LuisCase M-1296-EInnovation and Change, Marketing, StrategyTRIPICTURES, in its role as an independent film distributor, was facing the challenges resulting from the surge of digital cinema, with the emergence of a new player in the value chain ("integrators"), recent changes regarding exploitation channels and the simultaneous release of movies, the rise of the electronic channel, and the demands of an empowered consumer who, thanks to the digital explosion, had access to a wider offering. What steps sho...Starting at €8.20
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Embutidos Salgot S.A.
Rodríguez, Silvia; Nueno, José Luis; Llano, Miguel AngelCase M-1263-EInnovation and Change, Marketing, StrategyThe 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...Starting at €8.20
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Bodegas Torres: Reinventing Wine
Nueno, José Luis; Rodríguez, SilviaCase M-1313-EMarketing, StrategyAfter several years of research, in August 2008 Bodegas Torres announced the launch of Natureo, its first alcohol-free wine. Made from an aromatic white wine, which was fermented for two weeks, it underwent a dealcoholization process through purely physical methods using the system known as "spinning cone column" (SCC). The Muscat variety of grape was selected for the new wine, grown in the Torres family's Can Gomà estate on the northern boundary...Starting at €8.20