Solution

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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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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