Re-Launch

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 HCL Beanstalk: All-in-One Desktop Re-Launch
Complete Case details are given below :
Case Name :      HCL Beanstalk: All-in-One Desktop Re-Launch
Authors :           Rahul Seth, Jaydeep Mukherjee
Source :             Ivey Publishing
Case ID :            W13277
Discipline :        Marketing
Case Length :    15 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
HCL Infosystems Ltd. is a reputable computer hardware firm and a major player in the Indian desktop market. Due to changes in consumer behaviour, the desktop market is shrinking and demand is shifting towards laptops, where HCL has a miniscule presence. At the same time, the desktop market is witnessing the emergence of a new form of devices called all-in-ones (AIOs). HCL needs a significant presence in AIOs to retain its position in the Indian PC market. The company was an early entrant in the Indian AIO market in 2007 and sought to capture a niche market for its premium range, but did not succeed and withdrew its product line. The category has, in the last four years, grown in the mass market segment and HCL needs a successful relaunch of the HCL Beanstalk AIO in the face of intense competition from multinational competitors who have a head start. The problem is compounded by the fact that the HCL brand is losing market share and that the company lacks the financial resources to invest heavily in brand building. HCL’s management believes that the Beanstalk needs to capture eight per cent of the retail segment of the Indian AIO market in order to be able to gain the same share in the business-to-business market, which is slower to adopt new technologies.
 
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