Marketing

Case Solution for FLYHT: Crossing the Chasm
Complete Case details are given below :
Case Name :      FLYHT: Crossing the Chasm
Authors :           Brian Anderson, Ken Mark
Source :             Ivey Publishing
Case ID :            W12075
Discipline :        Marketing
Case Length :    16 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
AeroMechanical Services, Ltd. has a superior aircraft-monitoring product, FLYHT, which is significantly more advanced than the typical flight data recorder used by airlines. It can be easily installed and provides a wide range of real-time information that could be critical for airlines looking to reduce costs and improve safety. Yet it continues to struggle to get its solution adopted by major airlines. The vice president of business development for AeroMechanical is looking for a way to “cross the chasm” to expand sales from the early-adopter market to the major carriers.
 
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Case Solution for Elie Saab: Growth of a Global Luxury Brand
Complete Case details are given below :
Case Name :      Elie Saab: Growth of a Global Luxury Brand
Authors :           Nadia Shuayto
Source :             Ivey Publishing
Case ID :            W12092
Discipline :        Marketing
Case Length :    17 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In 1982, Saab opened his first atelier in Beirut and began designing luxurious evening gowns and exquisite wedding dresses. His talent for design fuelled his career throughout the 1980s. In the 1990s, Saab continued to expand his business by moving to a larger atelier in Beirut and organizing exclusive fashion shows in Europe. In 2000, he opened a salon and showroom in Paris to increase his cosmopolitan and international clientele. A flagship store in Paris opened in March 2007. In June 2010, Elie Saab (ES) opened its first flagship store in the Gulf region in Dubai’s prestigious Dubai Mall. This new flagship store reinforced the brand’s presence in the United Arab Emirates, making its products more accessible to the region’s local and international shoppers. The store showcased day and evening wear dresses, shoes, bags and accessories from the latest ready-to-wear (RTW) collections. In July 2008, ES opened its first U.K. boutique at Harrods. The company planned to increase its worldwide retail presence through opening additional stores in major cities around the world, including the United States and Asia. While the company was witnessing impressive growth, management was dealing with the challenge of selecting the right partners, identifying new markets with the greatest growth potential and, most importantly, protecting the brand from dilution. From the start, its goal was to “attract, select and maintain customers who place significance on high-end, one-of-a-kind designs made from the finest fabrics and materials.” The case covers the challenges and opportunities of the company as it expands internationally.
 
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Case Solution for The Beauty of Sorbet
Complete Case details are given below :
Case Name :      The Beauty of Sorbet
Authors :           Margaret Sutherland, Verity Hawarden
Source :             Ivey Publishing
Case ID :            W12102
Discipline :        Marketing
Case Length :    10 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
This case chronicles the origins and growth of Sorbet, a chain of beauty salons targeting upper income women in South African metropolitan areas. Owner Ian Fuhr identified an opportunity to redefine the beauty salon experience in South Africa by offering customers a service unlike anything in the industry. He carefully managed human resources to motivate employees and grow the client base. To complement this, the company started an external beauty therapy school to improve staff and train potential employees. In addition, Fuhr stressed the importance of growing brand awareness and carefully adjusted the company’s sales mix to maximize all potential profit margins, all while developing a customer-centric culture. The case concludes by informing the reader of two new businesses that had recently been launched under the Sorbet brand and discusses the possible options of expansion and diversification that were open to the company.
 
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Case Solution for Royal Bhutan Airlines – Drukair
Complete Case details are given below :
Case Name :      Royal Bhutan Airlines – Drukair
Authors :           Ron Mulholland
Source :             Ivey Publishing
Case ID :            W12124
Discipline :        Marketing
Case Length :    14 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The chief executive officer of Royal Bhutan Airlines (Drukair) is concerned about growth and the seasonality of demand for Bhutan’s national airline. The Kingdom of Bhutan, with a population of approximately 700,000, is located east of Nepal between India and China (Tibet). It has recently embarked on a program of modernization, including a move to democracy and promotion of tourism. The tourism initiative is described as “high value, low volume,” meaning that tourists must contract with a local tourist operator and pay minimum daily tariffs. Drukair has witnessed a steady growth in passengers, which is correlated closely with tourist visits, mostly from the West and Japan. Tourist tickets are booked by in-country tour operators; there are no Internet bookings at the time of the case.The CEO is wondering what can be done to improve overall business. He is considering interlining, the practice of joining with other airlines, in order to give passengers the opportunity to book tickets from their home countries. Marketing for growth is also a concern, and as Drukair is the only carrier in Bhutan, the CEO wonders if he should be promoting tourism in the country as part of his marketing plan.
 
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Case Solution for Northern Drilling Inc.: The Mond Nickel Contract Decision – A Tactical Dilemma in a Growth Strategy
Complete Case details are given below :
Case Name :      Northern Drilling Inc.: The Mond Nickel Contract Decision – A Tactical Dilemma in a Growth Strategy
Authors :           Michael Taylor, Robert Bremner
Source :             Ivey Publishing
Case ID :            W12137
Discipline :        Marketing
Case Length :    09 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Northern Drilling Inc., an exploration diamond-drilling contractor, has been asked to tender a bid for a lucrative, highly complex contract with Mond Nickel. Northern has no drills or crew currently available to work on the contract, which requires experienced drillers. Compounding the issue is a shortage of skilled labour in the industry. At the same time, Northern’s biggest client, Noranda Nickel, is seeing poor geological results on a job in the same area. Northern’s management needs to decide whether to incur additional costs and leave a capacity cushion in an effort to maintain its excellent relationship with its current client, or whether it should instead utilize the drills on the new job. The primary issue facing Northern’s management is whether Northern can handle the new contract, both financially and technically, without compromising the current job.
 
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Case Solution for American Apparel: Unwrapping Ethics
Complete Case details are given below :
Case Name :      American Apparel: Unwrapping Ethics
Authors :           June Cotte, Seung Hwan (Mark) Lee, Brittany Schuette
Source :             Ivey Publishing
Case ID :            W12134
Discipline :        Marketing
Case Length :    05 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
American Apparel, a popular clothing manufacturer, has socially progressive labour policies and uses significant environmental advances in its manufacturing process. In addition, it has a well-established philanthropic arm. Set against these socially responsible policies is the highly sexualized nature of the company’s advertising. This element of the marketing mix seems, at least to some consumers, very much at odds with the other aims and policies of the company. The question facing students is whether this disconnect can be maintained or whether the brand’s advertising should change.
 
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Case Solution for Christie Digital: Maximizing the Digital Cinema Opportunity (A)
Complete Case details are given below :
Case Name :      Christie Digital: Maximizing the Digital Cinema Opportunity (A)
Authors :           Mark Vandenbosch, Ken Mark
Source :             Ivey Publishing
Case ID :            W12167
Discipline :        Marketing
Case Length :    18 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The co-president and co-CEO of Christie Digital, a digital projector firm based in Cypress, California, and Kitchener, Waterloo, is speaking with his counterpart and trying to decide how Christie should tackle the rest of the 65,000-screen theatre market that has not yet converted to digital. The co-president has to consider that Christie is one of three viable competitors in the market and that there is a real risk of rapidly declining margins if a price war breaks out.
 
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Case Solution for ideaForge: Mechanical Charger
Complete Case details are given below :
Case Name :      ideaForge: Mechanical Charger
Authors :           Atanu Adhikari, Rama Deshmukh
Source :             Ivey Publishing
Case ID :            W12169
Discipline :        Marketing
Case Length :    17 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In an era of ever-changing technology, the challenge for a social entrepreneur is to cope with the fast pace of change. With a concern for the environment and energy conservation, the entrepreneur in this case became an entrepreneur with the development of a new product – a mechanical charger. His company, ideaForge, manufactured and sold two types of products: mechanical chargers and other conventional chargers such as bike chargers. The mechanical charger, an innovation of ideaForge, was a product that could produce electricity through mechanical operation. The sales of other conventional chargers were increasing, while the sales of mechanical chargers were decreasing. The company faced two major challenges while running the business: how to market this innovative product to customers used to traditional mobile phone chargers, and whether the company should increase the product range or concentrate on existing products. The decision that had to be made was whether to sell only through distribution channels or through a sales force, or both. The young entrepreneur, along with his two cofounders, also had to make decisions on how to position and price their products in the market. With a changing market scenario, several initiatives and calculated risks would have to be taken if they wanted to develop new product offerings, such as laptop chargers and bicycle chargers, both of which would mean diversifying the business.
 
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Case Solution for Centuryply: Developing a Power Brand in a Commoditized Market
Complete Case details are given below :
Case Name :      Centuryply: Developing a Power Brand in a Commoditized Market
Authors :           Banerjee Saikat, Abhra Banerjee
Source :             Ivey Publishing
Case ID :            W12179
Discipline :        Marketing
Case Length :    16 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Centuryply operates in the building materials space – specifically, in interior decoration with plywood, laminates and decorative veneers – alongside other categories like cement, shipping, and logistics. In India, this market is dominated by unorganized players, and plywood has always been treated as a commodity by marketers. Given the boom in real estate across residences and offices, as well as the current rapid lifestyle changes in India, the company expects sustainable and continuous growth and wants to achieve greater success in the wood furnishings category. Centuryply views investment in brand-building as a way to beat commoditization.The focus of the case is to explain innovative branding strategies that may be adopted by marketers to create a brand in the commodity market. In addition, it touches on the difficulties faced by a company to maintain a sustainable brand proposition amid competition. The key question is how to maintain brand-building momentum and take it to the next level.
 
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Case Solution for Bolster Electronics: Dealing with Dealer Demands
Complete Case details are given below :
Case Name :      Bolster Electronics: Dealing with Dealer Demands
Authors :           Michael Taylor, Mark Vandenbosch
Source :             Ivey Publishing
Case ID :            W12242
Discipline :        Marketing
Case Length :    05 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
This B2B case describes a common situation that arises when channel partners gain success and the perceived balance of power shifts from the supplier to the channel. The manager for Bolster Electronics, one of the largest suppliers in Canada of state-of-the-art industrial video equipment for harsh environments, must consider a request from Vickers Industrial Supplies, a regional dealer, to be upgraded from a dealership to a distributor. Vickers was generating a growing business volume for Bolster in an important market segment, the Canadian oil sands in northern Alberta. Approving Vickers’ request will generate slimmer margins for the manufacturer, which may be made up with higher projected volume, if the projections are reasonable. The potential reaction of the company’s national distributors is causing concern. Although Bolster sells to regional dealerships in the United States, its policy is to distribute its products in Canada through two national distributors, and it fears that increasing Vickers’ role will alienate these distributors. Each alternative has benefits and risks.
 
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