Marketing

Case Solution for Vertu: Nokia’s Luxury Mobile Phone for the Urban Rich

Complete Case details are given below :

Case Name : Vertu: Nokia’s Luxury Mobile Phone for the Urban Rich

Authors : Ken Kwong-Kay Wong

Source : Ivey Publishing

Case ID : W11208

Discipline : Marketing

Case Length : 21 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

Finland-headquartered Nokia was a global telecommunications equipment manufacturer. It operated a luxury mobile phone brand called Vertu, founded by Frank Nuovo in the late 1990s, which pioneered the luxury mobile phone market by using precious materials such as diamonds, sapphires, titanium and exotic leather for phone production. The company enjoyed impressive growth in almost 70 countries, and sold hundreds of thousands of phones in the eight years following its launch. On February 11, 2011, Stephen Elop, the new CEO who had been at the helm at Nokia for only five months, announced a new mobile strategy to adopt Microsoft’s new but unproven Windows Phone as its primary smartphone operating system. The market reacted poorly, and the company’s share price took a 14 per cent dive on the day of announcement. How should Vertu respond to this new Nokia mobile strategy? Was Vertu well positioned to take the brand forward under the new Nokia? Should this UK-based wholly owned subsidiary be left alone and continue to be managed at arm’s length from Nokia? Changes to Vertu were inevitable-it was not a matter of if, but of when.

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Case Solution for Aravind Eye Care System: Providing Total Eye Care to the Rural Population

Complete Case details are given below :

Case Name : Aravind Eye Care System: Providing Total Eye Care to the Rural Population

Authors : Sanal Kumar Velayudhan, R. Meenakshi Sundaram, R. D. Thulasiraj

Source : Ivey Publishing

Case ID : W11212

Discipline : Marketing

Case Length : 17 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

The case deals with poor acceptance of the eye care service by the rural population in the south Indian state of Tamil Nadu. One of the factors causing poor acceptance is the lack of awareness among rural population that many cases of blindness are curable. Fear of surgery and cost are the other major barriers to acceptance by these consumers. Aravind is the largest eye care provider in the world and has pioneered many process innovations that have reduced the cost of eye treatment substantially. The company has a culture that encourages responsive service by a trained and motivated staff. It has experimented with a number of options to educate and provide eye care service to the rural consumers. The manager is to examine options in the decision areas of promotion and service delivery to enhance the acceptance of eye care service by the rural consumers.

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Case Solution for Experience China: A National Image Campaign in the United States

Complete Case details are given below :

Case Name : Experience China: A National Image Campaign in the United States

Authors : William Wei, Yuanfang Lin, Mei Qin Kok

Source : Ivey Publishing

Case ID : W11353

Discipline : Marketing

Case Length : 08 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

The China national image film “People Chapter” – officially a sub-series of the “Experience China” campaign – was launched by the Chinese government to coincide with President Hu Jintao’s visit to the United States in mid-January 2011. The one-minute promotional video was played on six giant electronic screens about 300 times per day, and had appeared approximately 8400 times when the broadcast ended on February 14, 2011. The video showed a series of Chinese people, ranging from ordinary citizens to celebrities, in various areas. It was a publicity effort aimed at promoting a truer image of China abroad, and further signalling that China was opening to embrace the world. However, reactions from both Chinese and overseas audiences had been fairly controversial since the initial release of this promotional film. Experts from China and abroad were skeptical of the effectiveness of the campaign in promoting the national image of modern China to the world.

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Case Solution for The University of Wyoming Men’s Basketball Team

Complete Case details are given below :

Case Name : The University of Wyoming Men’s Basketball Team

Authors : John G. Wilson, Craig Sorochuk

Source : Ivey Publishing

Case ID : W11334

Discipline : Marketing

Case Length : 04 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

At the University of Wyoming, home games played by the men’s basketball team generated significant revenues for the Athletics Department through ticket and concession sales. With the 2009-2010 season ending, it was time to forecast revenues for the upcoming season. Even though ticket prices were already set, providing a revenue forecast was difficult, as the schedule of home games for the 2010-2011 season was not yet known, and both ticket and concession sales for each game were uncertain.

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Case Solution for The Tim Horton’s Brier

Complete Case details are given below :

Case Name : The Tim Horton’s Brier

Authors : Matthew Thomson, Jason Melhuish

Source : Ivey Publishing

Case ID : W11331

Discipline : Marketing

Case Length : 16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

The Tim Hortons Brier (Brier) is an annual men’s national curling championship in Canada. In this case, students will assume the role of Peter Inch, Chair of the 2011 Brier Host Committee to create/finalize the promotional plan for the 2011 Brier, to be held in London, Ontario. Students’ objectives are two-fold: i) drum up interest for the event and the sport of curling and ii) execute a safe, and profitable event.

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Case Solution for First Class Trading Corporation

Complete Case details are given below :

Case Name : First Class Trading Corporation

Authors : Christopher A. Ross

Source : Ivey Publishing

Case ID : W11351

Discipline : Marketing

Case Length : 13 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

First Class Trading Corporation, a Montreal based company, had two partners: Jeff Morahan, the founder of the company, and David Sciacca. After evaluating the school supplies industry, Jeff had identified an opportunity that involved marketing a fully stocked school bag to schools and parents. The bag was filled with various items that a child needed as determined by a given teacher’s requirements. The strategy of the company was to target elementary and secondary private schools in the greater Montreal area with elementary schools as their initial target. To date, the partners had generated only a disappointing level of sales through cold calls and sales visits to schools. The two partners had drawn up a strategic plan with objectives, positioning and a marketing mix and were now wondering if they were on the right track. Had they missed something? Should they seek additional advice? Should they move ahead? The situation is complicated because of the various stakeholders (school directors, teachers, parents and students) who are involved in the marketing process.

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Case Solution for Sushilicious: Standing Out in a Crowded Field

Complete Case details are given below :

Case Name : Sushilicious: Standing Out in a Crowded Field

Authors : Dante Pirouz, Raymond Pirouz, Ken Mark

Source : Ivey Publishing

Case ID : W11357

Discipline : Marketing

Case Length : 19 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

The founder of Sushilicious, a new restaurant in California, was thinking about how to make his second year in the business even more successful. His objective is to grow the current base for his restaurant with a limited marketing budget. The founder has had success building his first restaurant using a combination of social media tools and now wonders how he can build upon his current communication strategy.

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Case Solution for Nouveau Event Planning: The Wedding Extravaganza

Complete Case details are given below :

Case Name : Nouveau Event Planning: The Wedding Extravaganzat

Authors : Neil Bendle, Rocky Campana

Source : Ivey Publishing

Case ID : W11359

Discipline : Marketing

Case Length : 16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

For the last 24 years Nouveau Event Planning has been operating the largest wedding expo in Windsor, Ontario, Canada, an event called the Wedding Extravaganza. In 2001 the Wedding Odyssey became the second Wedding Expo in Windsor, and started to pose a significant threat to the Wedding Extravaganza. Some strategic decisions in the case include pricing, customer retention, and selection of an appropriate target market. Students are asked to determine the best course of action for the exhibition through analysis of the competitive landscape and future potential of the wedding industry.

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Case Solution for Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market

Complete Case details are given below :

Case Name : Himalaya Herbal Toothpaste: Category and Brand Involvement in an Emerging Market

Authors : S. Ramesh Kumar, Nitya Guruvayurappan

Source : Ivey Publishing

Case ID : W11388

Discipline : Marketing

Case Length : 15 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

Kumar was curious to find out whether consumers were really loyal to the brands in the toothpaste category. He was interested in the toothpaste category, and Himalaya had herbal offerings in the retail and prescriptive segments. Were consumers loyal to a particular brand of toothpaste? Did they remember the functional brand benefits? Were consumers buying brands due to the social benefits reflected in the ads? Did consumers continue to buy particular brands without switching, due to inertia? Were consumers interested in herbal offerings? How should Himalaya be perceived by consumers? This medley of issues presented yet another opportunity to an academic to conceptualize consumer behaviour, one that was perhaps unique to the Indian context.<br><br>The concept of product involvement differentiated consumer segments based on the degrees of personal interest expressed by consumers with regard to specific products and services. High-involvement categories required consumers to be involved in extensive buying behavior that led to one or more of the following aspects: risk reduction, enhancement of self-image, and a greater degree of gratification in having achieved an optimal choice after examining the various alternatives in the category. Low-involvement categories were those that were bought in a routine manner by the consumer, with a degree of personal interest that was lower than that associated with the high-involvement categories. Marketers always had to face competitive challenges in enhancing the degree of involvement even in low-involvement categories through appropriate branding initiatives. The toothpaste category was one such category in the Indian context.

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Case Solution for Orchid Ecotel: Leveraging Green Hoteling as Core Competency

Complete Case details are given below :

Case Name : Orchid Ecotel: Leveraging Green Hoteling as Core Competency

Authors : Rama Deshmukh, Atanu Adhikari

Source : Ivey Publishing

Case ID : W11394

Discipline : Marketing

Case Length : 19 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Description for case is given below :

Vithal Kamat (CMD, Kamat Hotels India Ltd.) is a second generation entrepreneur who has taken the Kamat Hotels brand to new heights. A small restaurant chain was transformed into a full-fledged hospitality services group under his leadership. Kamat Hotels (India) Ltd. included five major verticals from five-star luxury hotels (The Orchid Ecotel) to economy restaurants (namely Kamat Restaurants) that catered to the different customer segments. Kamat had ambitious plans for the expansion of every vertical using alternative growth strategies. However, the recent economic slump had caused a sudden setback due to the fall in average room occupancy and competing room-tariff rates offered by other hotels. In such a tumultuous situation, Kamat planned to use the core competency of the hotel as an ‘ecotel,’ that is, an environment friendly hotel, to go in for corporate branding and lever its position in the market. The case illustrates the challenges faced by Kamat in extending the core competency of ‘The Orchid’ to its other verticals. The Orchid had performed better than the industry average until 2008. However, in 2009, the performance dipped, partly because of the economic recession. This prompted the board members of the company to decide on extending the core competency of the ecologically sustainable hotel into other verticals. However, this decision had to be considered carefully in the light of its impact on ‘The Orchid’ as well as on the other verticals. What are the challenges that will be faced while extending the core competency of ‘ecoteling’ to the other verticals? There were numerous related issues that needed to be addressed strategically as well as tactically, in order to maintain a balance between extending the core competencies across the verticals while extending the brand per se.

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