Marketing

Case Solution for Decathlon China: Using Social Media to Penetrate the Internet Market
Complete Case details are given below :
Case Name :      Decathlon China: Using Social Media to Penetrate the Internet Market
Authors :           Nicole R.D. Haggerty, Raymond Pirouz, Grace (ChunXia) Geng
Source :             Ivey Publishing
Case ID :            W11503
Discipline :        Marketing
Case Length :    14 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
After successfully establishing more than 33 retail stores in large cities across China, Decathlon, a large sporting goods manufacturer and retailer, planned to open its official online shopping website in China. The marketing department head of Decathlon China, has experimented with several new social media in China in order to increase the brand awareness among online shoppers. In the upcoming executive meeting, marketing department head would like to persuade the chief executive officer to dedicate more resources to social media to increase both online sales in the short term and market share in the long term.
 
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Case Solution for CCM Hockey: The Re-Launch of the U+ Pro Skate
Complete Case details are given below :
Case Name :      CCM Hockey: The Re-Launch of the U+ Pro Skate
Authors :           Christopher A. Ross
Source :             Ivey Publishing
Case ID :            W11505
Discipline :        Marketing
Case Length :    18 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
CCM Hockey (CCM) had been losing market share to competitors in the hockey skate business. In order to counteract this trend, in March 2008, the most innovative pair of hockey skates ever developed by CCM was made available to customers. Soon after the launch, however, some quality issues developed. CCM decided to replace the skates with an identical pair while trying to remedy the problem. In 2009, new improved skates were put on the market but they looked identical to the previous model. Buyers were skeptical and, as a result, sales were poor. Both the trade and individual consumers had lost confidence in the brand. CCM returned to the drawing board and redesigned the skates but also decided to launch the skates close to four months after the normal industry cycle. The decision was complicated by a stagnant market and indistinct consumer segments. The brand manager and his assistant were faced with developing a strong launch strategy because the future of the CCM Skate brand depended on a successful launch.
 
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Case Solution for Canadian Blood Services
Complete Case details are given below :
Case Name :      Canadian Blood Services
Authors :           Ron Mulholland
Source :             Ivey Publishing
Case ID :            W11531
Discipline :        Marketing
Case Length :    13 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The marketing manager for Canadian Blood Services (CBS) is concerned about a growing demand for blood – 2 per cent per year – driven by a number of factors, including the decrease of wait times in local hospitals, new operating procedures and increased use or requirements of an aging population. Peak demand seasons coincide with low supply seasons, such as summer and winter holidays. Two issues require attention: the first involves increasing the absolute number of donors, currently in the 400,000 range. Indications are that the percentage of Canadians (four per cent) who donate blood is lower than other countries such as Sweden (five per cent). The second need is to retain more donors and increase the number of donations per donor, per year. The CBS still faces issues stemming from the tainted blood scandal of the 1980s and the subsequent Krever inquiry. They are working to rebuild the trust of the public. The crux of the issue is understanding consumer behaviour toward blood donation. The manager needs to understand the consumer decision process, examine segments, determine a target segment and develop communications to increase both the absolute number of donors and the repeat donations of identified donors.
 
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Case Solution for JSW Shoppe – A Unique Distribution Model for Branded Steel
Complete Case details are given below :
Case Name :      JSW Shoppe – A Unique Distribution Model for Branded Steel
Authors :           V. V. Gopal
Source :             Ivey Publishing
Case ID :            W11638
Discipline :        Marketing
Case Length :    13 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Organized Steel retailing was not a very popular concept among steel manufacturers in India. There were very few initiatives undertaken by the Indian players, and the most prominent one was the JSW Shoppe concept promoted by Jindal Steel Works (JSW). JSW, a manufacturer of various grades of steel, sold its products through a large network of dealers. However, the management was concerned with building a brand image for its products, increasing its market penetration beyond its current market of builders and fabricators and attracting the attention of end users who, in turn, would drive up the sales. The company felt that the current distribution model would not serve the purpose, and designed the unique concept of JSW Shoppe – a franchising model wherein the company would partner with the existing, as well as, new dealers to achieve their objectives.Set in 2010, the case study deals with the issues and challenges of transforming from a transactional distribution model to a relationship-based distribution model for franchising. Through the analysis of the case study, students can try to find the execution flaws in the company’s transformation, and seek the best way to address the issues related to this transformation. The case demonstrates the importance and role of a sales person and the problems and issues that arise when the distribution model is changed – both from the dealers’ and the company’s perspectives. Highlights of the case include the presentation of the challenges of franchising a specialty product, the evaluation of dealers using a balanced scorecard and the preparation of an elaborate training module for the sales force.
 
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Case Solution for Salesbrain LLC – B2B Communications
Complete Case details are given below :
Case Name :      Salesbrain LLC – B2B Communications
Authors :           Ramasastry Chandrasekhar, Dante Pirouz
Source :             Ivey Publishing
Case ID :            W12743
Discipline :        Marketing
Case Length :    12 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In May 2010, the chief pain officer of SalesBrain, a neuroscience-based marketing research and coaching company located in California, United States, has been approached by the marketing head of Digital Technology International (DTI), a provider of technology solutions to the global publishing industry, based in Utah, United States, for advice. DTI has been struggling with communicating the core value proposition of its offerings to customers consisting of leading newspaper publishers. Its frontline people are delivering messages that are technical, jargon-filled and complex. Publisher-customers are unable to understand quickly how the technology solutions being offered by DTI can help them become competitive. The sales messages are also not consistent. Not all sales persons of DTI seem to be speaking the same language.SalesBrain is suggesting a three-step process wherein it will identify the pain points being experienced by the publisher-customers of DTI; create a compelling set of claims that DTI could offer about its technology products; and guide its frontline salespersons towards developing appropriate sales scripts that they could use with prospective clients. SalesBrain is deploying the cutting-edge tools of neuroscience marketing in each of the three processes.
 
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Case Solution for Gregory Shine Daycare
Complete Case details are given below :
Case Name :      Gregory Shine Daycare
Authors :           Matthew Thomson, Anthea Rowe
Source :             Ivey Publishing
Case ID :            W12753
Discipline :        Marketing
Case Length :    09 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The executive director of a daycare is trying to figure out how to address legal, financial and safety issues stemming from an incident – two months ago, a two-year old boy had broken his leg. Despite having no formal training in public relations or crisis management, the executive director felt she had handled the incident reasonably well: it seemed as though everything at the daycare had returned to normal. Still, the executive director couldn’t stop worrying that the daycare might experience further fallout from the incident.
 
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Case Solution for Boise Automation Canada Ltd.: The Lost Order at Northern Paper
Complete Case details are given below :
Case Name :      Boise Automation Canada Ltd.: The Lost Order at Northern Paper
Authors :           Michael Taylor
Source :             Ivey Publishing
Case ID :            W12785
Discipline :        Marketing
Case Length :    13 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
A senior account manager at Boise Automation Canada Ltd. was disappointed with the news that he had just lost the $1.2 million opportunity with Northern Paper Inc. (Northern), a paper mill in Rocky Falls, Ontario.The opportunity was to design, supply and install an automated control system for Northern’s wood-chip handling system. With over 20 years experience selling automation systems in heavy industry, had he won the order, it would have easily put him over his target quota for 2011 and significantly boosted his incentive payout. Now, with less than 3 months before the end of the year, he was unlikely to meet his target for the year. The senior account manager wanted to understand what had gone wrong, and to learn from the experience, to avoid repeating it. What should he have done differently?
 
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Case Solution for Camp Wahanowin
Complete Case details are given below :
Case Name :      Camp Wahanowin
Authors :           Elizabeth M.A. Grasby, Eric Silverberg
Source :             Ivey Publishing
Case ID :            W12780
Discipline :        Marketing
Case Length :    13 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The owner and director of a residential summer camp for children recognizes the need to make some changes for the upcoming off-season. His primary objective is to increase the number of campers. Specifically, marketing initiatives are needed to bolster the August sessions, a month when the camp experiences declining enrolment. He has some key decisions to make, including which group to target, how to promote the camp sessions and what to charge for any new product offerings.
 
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Case Solution for Growing the Mamas & Papas Brand
Complete Case details are given below :
Case Name :      Growing the Mamas & Papas Brand
Authors :           Michael Goldman, Jennifer Lindsey-Renton
Source :             Ivey Publishing
Case ID :            W11647
Discipline :        Marketing
Case Length :    17 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Nawaal Motlekar is the managing director of Kwenta Media and founding editor of Mamas & Papas, a recently launched parenting magazine in Southern Africa. From her early entrepreneurial experiences, Motlekar developed a personal and professional interest in parenting magazines. As a Black South African women, married to an Indian man, in an increasingly multi-racial and multi-cultural society, Motlekar recognized a gap for a parenting magazine that would appeal to a wider and more racially and culturally inclusive target market. After extensive research and development, she launched the Mamas & Papas magazine in early 2009. The case charts Motlekar’s journey as an entrepreneur, as well as her efforts between 2006 and 2009 to bring the magazine to life. The case explores the quantitative and qualitative research approaches employed by Motlekar, as well as her marketing and branding initiatives towards building a Mamas & Papas brand beyond just the physical magazine. With the magazine having been on the shelves for 12 months, Motlekar and her board faced a number of decisions. These included options to increase advertising revenues and circulation, as well as choosing how to extend the Mamas & Papas brand into related categories.
 
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Case Solution for 7-Eleven in Taiwan: Adaptation of Convenience Stores to New Market Environments
Complete Case details are given below :
Case Name :      7-Eleven in Taiwan: Adaptation of Convenience Stores to New Market Environments
Authors :           Shih-Fen Chen, Aihwa Chang
Source :             Ivey Publishing
Case ID :            W12804
Discipline :        Marketing
Case Length :    24 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The case portrays the expansion of 7-Eleven to Taiwan and the adaptation of the store format by its local franchisee to a new market environment. The core issue in this case is the balance between standardization and localization in business-format franchising across national borders. Keeping only the store logo and the convenience concept that was well-established in the United States, the local franchisee of 7-Eleven in Taiwan re-formatted almost all aspects of the store chain, including its positioning, location, layout, product offerings, etc. In addition, 7-Eleven in Taiwan introduced a wide variety of new services to handle daily chores for its customers, ranging from e-commerce (train or movie tickets), e-payment, mobile communications, pickup/delivery to taxi services. The local franchisee, President Chain Store Corp. (PCSC), seemed to have struck the right balance between standardization and localization that allowed it to use service differentiation to gain competitive advantages over its rivals. In about three decades, it grew from zero to nearly 5,000 stores in Taiwan with over 50 per cent of the market while expanding its reach to China and Thailand.
 
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