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Snap Inc.: Becoming a “Camera Company”
Neil Bendle; Ken MarkCase IVEY-9B19A023-EEntrepreneurship, MarketingIn March 2018, Snap Inc. (Snap), based in Venice, California, and commonly known as Snapchat for its application that allowed users to send photos that disappeared, was looking for ways to grow its user base in the competitive social media platform industry and to differentiate itself from the other major platforms. To do this, it was trying to position itself as a “camera” company and to become relevant to a larger target market: adults aged 25 ...Starting at €8.20
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Snap Inc.: Becoming a “Camera Company” - Teaching Note
Neil Bendle; Ken MarkTeaching Note IVEY-8B19A023-EMarketingTeaching note for product 9B19A023.Starting at €0.00
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An Influencer Strategy for Budweiser in Canada
Mary Weil; Ken MarkCase 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...Starting at €8.20
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Intrigue Media: Growing the Video Advertising Network - Teaching Note
June Cotte; Ken MarkTeaching Note IVEY-8B20A023-EMarketingTeaching note for product 9B20A023.Starting at €0.00
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Omnitel Pronto Italia (Spanish Version)
Lal, Rajiv; Knoop, Carin-Isabel; Raju, SumaCase HBS-503S15MarketingDescribe la situación que enfrentan los Omnitel pronto después del lanzamiento de sus servicios de telecomunicaciones móviles en Italia en diciembre de 1995. Compitiendo contra el monopolio italiano, TIM, Omnitel había posicionado sus servicios a ser mejor en la dimensión de calidad. Sin embargo, las ventas fueron significativamente por debajo de las expectativas. Con el fin de desarrollar una nueva estrategia, Omnitel realizó una amplia investig...Starting at €8.20
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Retiros de Toyota (A): Llegando a Patinar
Quelch, John A.; Knoop, Carin-Isabel; Johnson, RyanCase HBS-513S06MarketingEn el otoño de 2009, Toyota Motor Corporation, una vez venerado por su compromiso con la calidad y la fiabilidad, se enfrentó a una serie de retiros muy publicitados en los Estados Unidos que representan aproximadamente el equivalente a un año de las ventas en uno de sus mercados más importantes. Mientras que el primer retiro de Toyota fue recibida con incredulidad generalizada pero el apoyo permanente de la marca, las revelaciones posteriores y ...Starting at €8.20
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Los Retiros de Toyota (B): El Sr. Toyoda Viaja a Washington
Quelch, John A.; Knoop, Carin-Isabel; Johnson, RyanCase HBS-513S07MarketingCaso describe el testimonio ante el Congreso de EE.UU. CEO de la Toyota y la cabeza de sus ventas de motor de Estados Unidos.Starting at €5.74
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Retiros de Toyota (C): Camino Accidentado por Delante
Quelch, John A.; Knoop, Carin-Isabel; Johnson, RyanCase HBS-513S08MarketingEntre febrero y julio de 2010, las ventas de Toyota se recuperan gracias a la utilización de extensas relaciones públicas y ventas incentivos. Sin embargo, recuerda continúan. Can Toyota contener la marea y corregir sus defectos de organización para hacer frente a los problemas subyacentes?Starting at €5.74
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Deregulating the Sale of Alcohol in Ontario
Neil Bendle; Ken MarkCase IVEY-9B17A018-EMarketingFollowing a report by the Premier’s Advisory Council on Government Assets in 2015, the sale of beverage alcohol products in Ontario was deregulated: in 2016, 60 grocery stores were licensed to sell beer and cider to consumers. The intention was for up to 450 grocery stores to eventually sell beer and cider products, and for 300 of these stores to also sell wine. The move to deregulate the industry was contentious; the province generated substanti...Starting at €8.20
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Capital One: Launching a Mass Media Campaign
Robert J. Fisher; Ken MarkCase 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 ...Starting at €8.20