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Case Solution for The Pepsi Ultimate Taste Challenge 2012: Social Enough?

Complete Case details are given below :
Case Name :      The Pepsi Ultimate Taste Challenge 2012: Social Enough?
Authors :           June Cotte, Jawwad Khurshid, Jill Campbell, Paul Strachan, Zoe Baldwin
Source :             Ivey Publishing
Case ID :            W12437
Discipline :        Marketing
Case Length :    06 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
In April 2012, the director of marketing for Pepsi Beverages Canada assessed the launch plans for the year’s version of what had traditionally been called the Pepsi Challenge. Now called the Pepsi Ultimate Taste Challenge, the goals of the campaign were very aggressive and, of course, a Coke versus Pepsi battle was always difficult. The novelty for summer 2012 was the emphasis on social media, and the interaction between social media and the Ultimate Taste Challenge. In addition, the marketing director was targeting the Millenials as a target market segment. These consumers were a notoriously difficult group to market to. The marketing director assessed the proposal he received and needed to make a decision as to whether to approve it, or whether changes were necessary to achieve his market share goals.
 
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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 Struggling to Make the Best Buy

Complete Case details are given below :
Case Name :      Struggling to Make the Best Buy 
Authors :           June Cotte, Seung Hwan (Mark) Lee
Source :             Ivey Publishing
Case ID :            910A10
Discipline :        Marketing
Case Length :    03 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
As her boyfriend’s birthday was fast approaching, Ashley struggled to make a decision on what mp3 player to buy him (Kade) as a gift. After failing to acquire her first desired choice, Ashley narrowed her selection down to two different mp3 models. Option A was to buy the Creative Zen Stone Plus, which was recommended by her boyfriend’s best friend; a friend who knew Kade’s personality and character very well. Ashley believed Kade’s friend would be a good source to ask for recommendations, as he would have a better knowledge over Kade’s interests and preferences. Option B was to buy the Rio Carbon 5, which was recommended by the salesman, who claimed to be an expert in mp3 players. She felt somewhat relieved hearing from an expert, as she did not know much about mp3 players. Given these two options, Ashley struggled to make a decision. Should she go with the suggestion offered by the friend? Or should she go with the suggestion offered by the expert? Should she go with her “interpersonal advisor” or the “expert advisor”? Ashley had to make the decision today, and she was running out of time.
 
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Case Solution for Clearwater Seafoods – B2C in China

Complete Case details are given below :
Case Name :      Clearwater Seafoods – B2C in China
Authors :           June Cotte, Ramasastry Chandrasekhar
Source :             Ivey Publishing
Case ID :            W13363
Discipline :        Marketing
Case Length :    12 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Clearwater Seafoods, a Canadian shellfish enterprise, has four decades of experience in business-to-business (B2B) marketing. It harvests seafood, processes it and markets it in bulk to large restaurant chains worldwide. The company wants to pursue growth by marketing seafood directly to individual consumers (B2C) in China. The transition from B2B to B2C raises three fundamental questions. How can the company develop and deploy a go-to-market business model with Chinese grocery retailers? How can it balance its focus on margins with the Chinese retailers’ focus on revenues? How can Clearwater establish differentiation as a source of competitive advantage in seafood retailing in China?
 
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Case Solution for Can Facebook Save Our Furry Friends?

Complete Case details are given below :
Case Name :      Can Facebook Save Our Furry Friends?
Authors :           Seung Hwan (Mark) Lee, June Cotte, Kaitlyn Kenyon
Source :             Ivey Publishing
Case ID :            W13401
Discipline :        Marketing
Case Length :    05 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
A local, non-profit, no-kill animal shelter is committed to rescuing homeless cats and helping them find permanent homes. This shelter offers a wide variety of services, including adoption, foster programs, low-cost spay and neuter services, and low-income assistance programs for local pet owners. With a personnel shortage at the shelter and increasing numbers of homeless cats in the area, the executive director must look for ways to effectively allocate the organization’s limited resources. She wonders whether some form of social media marketing might be the answer.
 
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Case Solution for Abercrombie & Fitch: Is It Unethical To Be Exclusive?

Complete Case details are given below :
Case Name :      Abercrombie & Fitch: Is It Unethical To Be Exclusive?
Authors :           Seung Hwan (Mark) Lee, June Cotte, Danae Blanchard
Source :             Ivey Publishing
Case ID :            W14096
Discipline :        Marketing
Case Length :    05 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
The CEO of clothing manufacturer and retailer Abercrombie and Fitch defends his decision that the company will not offer plus sizes for women, although extra large sizes are available for men, because average- to large-sized female consumers do not fit the company’s target market. This insistence on a standard of female beauty as young, svelte and tall has enraged consumers who have criticized the company, and the CEO in particular, in both the traditional and social media for exacerbating problems of body image and gender stereotypes, especially among teens. Increasing sizes, however, presents not only logistical and manufacturing challenges but may lead to charges that the company is encouraging obesity and unhealthy lifestyles as happened when a competitor, H&M, introduced large-size models and mannequins in its stores. Abercrombie and Fitch’s popularity with its target teen market depends on its promulgation of exclusivity, which in turn depends on its vision of what is “cool.” Yet, in the face of mounting criticism and declining sales, does sticking to the segmentation strategy make sense?
 
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Case Solution for Kering: Luxury in the Digital World?

Complete Case details are given below :
Case Name :      Kering: Luxury in the Digital World?
Authors :           Marta Jarosinski, June Cotte
Source :             Ivey Publishing
Case ID :            W14347
Discipline :        Marketing
Case Length :    21 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
Since 2005, the chief executive officer of Kering, a conglomerate headquartered in Paris, has successfully streamlined the company’s business strategy to concentrate on luxury goods and sporting and lifestyle brands -including Gucci, Yves St-Laurent, Stella McCartney, Alexander McQueen and Balenciaga, among others – through selling off non-related businesses. By 2012, the company was more focused than ever before but was sluggish in one key aspect – its online presence. Like most competitors within the luxury industry, it was struggling with how it should capitalize on the benefits of a web presence, trying not to stray away from the luxury strategy of its brands. Kering recognized the importance of growing online, but needed to come up with an ideal approach to successfully grow the digital presence of its luxury brands.
 
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