Web Portals Division in a quandary

2013 ◽  
Vol 3 (8) ◽  
pp. 1-14
Author(s):  
Muhammad Talha Salam
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Developing Economies ◽  
Emerging Market ◽  
Subject Area ◽  
Web Portals ◽  
Graduate Courses ◽  
Content Type ◽  
Market Learning ◽  
E Mail

Title – Web Portals Division in a quandary. Subject area – Marketing, e-marketing, strategy. Study level/applicability – Suited for final-year undergraduate and graduate courses in marketing strategy, strategic sales management, e-marketing and internet businesses. Case overview – This case follows the evolution of Mech Technologies and Website Portals Division within the company. CEO of the company who was also heading the division was grappling an unprofitable venture. A dilemma of competitors offering free services while his portals were devoid of matching revenue stream added to his woes as he was strategizing a turnaround. Readers get an insightful review of the industry, key competitors as well as emerging challenges. Expected learning outcomes – Developing marketing strategy for a small organization in an emerging market. Learning about evolution and challenges faced by internet businesses in developing economies. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes.

Private label outsourcing at MegaTex – necessity, accessory or a parasite?

2016 ◽  
Vol 6 (3) ◽  
pp. 1-20
Author(s):  
Sushil S. Chaurasia ◽  
Rani Poojitha Devi Kolati
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Management ◽  
Subject Area ◽  
Private Label ◽  
Strategic Choices ◽  
Content Type ◽  
Executive Mba ◽  
The Subject ◽  
E Mail

Subject area The subject area is marketing strategy. Study level/applicability The case is well suited for MBA and executive MBA class on retailing management, strategic management, marketing strategy and brand management. Case overview Retailers see private label as a strategic weapon against brand manufacturer to increase store profitability, but looking at the private label from brand manufacturer’s perspective, determinants and strategic choices are even more complex than that of a retailer. The case is about MegaTex Ltd.’s strategic call for private label production opportunity by Maximus Fashion and Retail Limited. The case discusses the dilemma of MegaTex for manufacturing private label in spite of having their own brand in competition. The case compels to drive strategic questions such as in what circumstances brand manufacturers should concentrate on manufacturing their own brand or should they concentrate on both private label and their brand? Or, as an alternative, should they purely dedicate themselves in manufacturing private label and stop manufacturing their own brand? Expected learning outcomes Participants will be able to understand the concept and economics of private label. Participants will be able to understand the determinants and strategic choices for private label from retailer’s and manufacturer’s perspective. Participants will be able to understand the rationale for which brand manufacturer opts for manufacturing private label in spite of having its own brand in competition. Participants will be able to identify the situations under which a brand manufacturer should concentrate on manufacturing his/her own brand or both private label and his/her brand. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes. Subject code CSS 11: Strategy.

Pepsodent: marketing strategy at the bottom of the pyramid

2017 ◽  
Vol 7 (4) ◽  
pp. 1-16
Author(s):  
Gerard Tocquer
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Equity ◽  
Emerging Market ◽  
Subject Area ◽  
Marketing Mix ◽  
Bottom Of The Pyramid ◽  
Brand Positioning ◽  
Content Type ◽  
Mba Students

Subject area Marketing in an emerging market. Study level/applicability The case is aimed at MBA students in a marketing strategy class on marketing at the bottom of the pyramid or on branding. Case overview A young brand manager faced the challenge to increase drastically a brand market share to 8 per cent in 2015 in a context of a new emerging market with large number of consumers living with no more than US$1.25 a day. Expected learning outcomes Expected learning outcomes are as follows: to familiarize students with emerging markets characteristics; to illustrate the challenges of marketing a brand to local consumers with limited financial resources to craft a marketing strategy for Pepsodent with a clear positioning, allowing the Pepsodent brand to differentiate itself and to leverage its brand equity; and to develop a marketing-mix aligned with the brand positioning. Supplementary Materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

100% Great Songs, reverse positioning of Delta FM Radio, Indonesia

2013 ◽  
Vol 3 (6) ◽  
pp. 1-11
Author(s):  
Amalia E. Maulana ◽  
Pandu Jati Kuncoro ◽  
Lexi Z. Hikmah
Keyword(s):  
Learning Outcomes ◽  
Market Segmentation ◽  
Emerging Market ◽  
Subject Area ◽  
Content Type ◽  
The Core ◽  
Fm Radio ◽  
The Difference ◽  
The Impact

Subject area Reverse positioning, market segmentation, customer-centric organization. Study level/applicability Postgraduate program; Master in strategic marketing and Master in business administration. Case overview Declining radio listenership is triggered by lack of attention of the radio managers to the desires of radio listeners. Delta FM radio, as part of Masima Media Group, is a radio that realized the need for revitalization. They changed their target audience and positioning to regain its former glory. Delta FM radio get back to the core benefit with the tagline: “100% Great Songs”. Shifting from highlighting the emotional benefits to functional benefits and to cut a variety of benefits is called “reverse positioning”. Expected learning outcomes The objective of this case study is to give deeper comprehension a new concept called reverse positioning or reverse branding. It is an example of the dynamic of hyper competition in media market in practice, in the emerging market such as Indonesia. It provides clear picture of the difference between listener oriented vs advertiser oriented company and the impact of the imbalance portion between them. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

“Way Smarter”: Valuair in the budget airline industry

2013 ◽  
Vol 3 (4) ◽  
pp. 1-24
Author(s):  
Terence P.C. Fan
Keyword(s):  
Learning Outcomes ◽  
Airline Industry ◽  
Low Cost ◽  
Subject Area ◽  
Executive Education ◽  
Content Type ◽  
Low Cost Carrier ◽  
Fierce Competition ◽  
Risk Investment ◽  
E Mail

Subject area Strategic management and marketing. Study level/applicability Executive education; postgraduate; undergraduate. Case overview By 2004, the low-cost carrier model had just recently been introduced to Southeast Asia. Airlines under this model quickly began taking market share. Singapore's first budget carrier, Valuair, finds itself in fierce competition between two rapidly emerging competitors in the second half of 2004. Valuair needs to expand in order to remain competitive. However, for this to happen the company needs additional access to capital. The CEO, Sim Kay Wee, has begun pitching to investors that his company is a smart low-risk investment. Is Sim right, given Valuair's competitive position and the market environment in which it operates? Expected learning outcomes Students will be able to apply strategic frameworks in order to develop an understanding of Valuair's market position and use this understanding to advice investment decisions. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes.

Pacari Chocolate: preserving biodiversity, living without regret

2018 ◽  
Vol 8 (1) ◽  
pp. 1-34 ◽  
Author(s):  
Nathaniel C. Lupton ◽  
Angélica Sánchez ◽  
Annette Kerpel
Keyword(s):  
Learning Outcomes ◽  
Latin American ◽  
Emerging Market ◽  
Economic Value ◽  
Subject Area ◽  
Agricultural Product ◽  
Content Type ◽  
Social Mission ◽  
Market Opportunities ◽  
Marketing Activities

Subject area Emerging Markets. Study level/applicability Undergraduate, Masters. Case overview Pacari Chocolate is the flagship brand of SKS Farms CIA Ltda., located in Quito, Ecuador. The company specializes in organic chocolate production which it sells in Ecuador and exports to other Latin American, European and North American markets. The company began operation in 2002, founded by Carla Barbotó and her husband Santiago Peralta. Carla is the Director of SKS and Santiago is General Manager. The case is set just after Santiago negotiated a deal to supply Emirates Airlines with mini bars to be distributed to flight passengers. Santiago is excited about this new deal, which will provide a new revenue stream, enhance brand image and potentially create new customers. Carla and Santiago pursue excellence with their products, as evidenced by over 160 awards, many globally recognized. However, their mission is also very much social in that they seek to improve the lives of Andean farmers, indigenous peoples and broader Ecuadorean society. The principle author uses this case in a course on innovative approaches to engaging emerging market opportunities, in which shared (social + economic) value and the formation of strong national industries are key outcomes, to be addressed through complementary market and non-market entrepreneurship strategies. Expected learning outcomes Expected learning outcomes are as follows: to identify the contextual challenges faced by an emerging market firm, and explain what must be done to overcome them; to identify the role of a firm in developing a national competency in an agricultural product industry; to demonstrate the creation of “shared value” and examine how the social mission of a company can reinforce and sustain its economic value creating activities; and to generate and evaluate options for developing international markets when a firm has limited resources to invest in marketing activities. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 3: Entrepreneurship.

TARA Trade: a marketing challenge in Lebanon

2013 ◽  
Vol 3 (4) ◽  
pp. 1-7
Author(s):  
Gina Vega ◽  
Nisreen Bahnan
Keyword(s):  
Learning Outcomes ◽  
International Business ◽  
Family Business ◽  
Subject Area ◽  
Business Practices ◽  
Content Type ◽  
The World ◽  
Political Unrest ◽  
E Mail ◽  
Student Audience

Title – TARA Trade: a marketing challenge in Lebanon. Subject area – Family Business, Entrepreneurship, International Business and Marketing. Study level/applicability – This case is intended for an undergraduate business student audience in courses dealing with Entrepreneurship, Family Business, International Business and Marketing Case overview – TARA Trade, a Lebanese souvenir-item designer and distributor owned by two brothers, was facing hostile competition. The partners who operated the business from two different continents had to deal with multiple threats to maintain their market position in a region of the world riddled with political unrest, regulatory chaos and idiosyncratic (distinctive) socio-cultural business practices. Expected learning outcomes – Students are challenged to identify solutions to the marketing concerns and analyse the partnership issues faced by the international ownership/management of the business. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail: [email protected] to request teaching notes.

Mobile marketing at Telenor Pakistan – a MAD strategy?

2012 ◽  
Vol 2 (1) ◽  
pp. 1-14
Author(s):  
Yasmin Malik
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Value Chain ◽  
Subject Area ◽  
Mobile Marketing ◽  
Comprehensive Understanding ◽  
Content Type ◽  
Revenue Streams ◽  
Average Revenue ◽  
Media Company

Subject area Mobile marketing. Study level/applicability MBA, marketing level consultants. Case overview This is the first documented study on the development of a mobile marketing eco-system in Pakistan. The focus of the case is Telenor Pakistan - the first local operator to implement a comprehensive mobile marketing strategy via opt-in based consumer profiling. By positioning itself as a “media company” in the mobile marketing value chain, Telenor Pakistan aims to both enable and drive the mobile marketing eco-system at a time when operators are suffering from a decline in average revenue per user and are endeavouring to put into place strategies that will open up revenue streams based on services other than voice. Expected learning outcomes To develop a comprehensive understanding of the drivers and restrainers that affect the mobile marketing eco-system in emerging markets; and to examine to what extent operator-driven mobile marketing can create synergies within the mobile marketing value chain. Supplementary materials Teaching notes.

Fiat: a good product with a wrong strategy

2013 ◽  
Vol 3 (1) ◽  
pp. 1-6
Author(s):  
N.H. Mullick ◽  
Gaurav Tripathi
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Joint Venture ◽  
Business Schools ◽  
Distribution Channels ◽  
Subject Area ◽  
Marketing Management ◽  
Content Type ◽  
Distribution Management ◽  
Good Product

Subject area Marketing, distribution channels and servicing, product portfolios. Study level/applicability This case is suitable for students of business schools specialising in marketing. It is appropriate for students of marketing management and marketing strategy, distribution management and other related subjects. Case overview The case focuses on the debacle of Fiat in India after its recent joint venture pertaining to dealership and servicing ended. The future is unclear and is the topic for debate. Expected learning outcomes The case will help students to understand the reasons for the failure of Fiat in India and to be able to connect the case with the marketing concepts, especially those pertaining to distribution channels. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

“Way Smarter”: Valuair in the budget airline industry

2013 ◽  
Vol 3 (4) ◽  
pp. 1-24
Author(s):  
Terence P.C. Fan
Keyword(s):  
Learning Outcomes ◽  
Airline Industry ◽  
Low Cost ◽  
Subject Area ◽  
Executive Education ◽  
Content Type ◽  
Low Cost Carrier ◽  
Fierce Competition ◽  
Risk Investment ◽  
E Mail

Title – “Way smarter”: Valuair in the budget airline industry. Subject area – Strategic management and marketing. Study level/applicability – Executive education; postgraduate; undergraduate. Case overview – By 2004, the low-cost carrier model had just recently been introduced to Southeast Asia. Airlines under this model quickly began taking market share. Singapore ' s first budget carrier, Valuair, finds itself in fierce competition between two rapidly emerging competitors in the second half of 2004. Valuair needs to expand in order to remain competitive. However, for this to happen the company needs additional access to capital. The CEO, Sim Kay Wee, has begun pitching to investors that his company is a smart low-risk investment. Is Sim right, given Valuair ' s competitive position and the market environment in which it operates? Expected learning outcomes – Students will be able to apply strategic frameworks in order to develop an understanding of Valuair ' s market position and use this understanding to advice investment decisions. Supplementary materials – Teaching notes are available for educators only. Please contact your library to gain login details or e-mail [email protected] to request teaching notes.

Business in developing countries: globalization of a large emerging market bank

2014 ◽  
Vol 4 (6) ◽  
pp. 1-16
Author(s):  
Frederick Robert Buchanan ◽  
Syed Zamberi Ahmad
Keyword(s):  
Learning Outcomes ◽  
Emerging Market ◽  
Secondary Data ◽  
Foreign Market ◽  
Subject Area ◽  
Theory And Practice ◽  
Content Type ◽  
Mode Of Entry ◽  
Global Marketing Strategy ◽  
Management Students

Subject area Business Management, Global Marketing Strategy, Strategic Management, International Business, International Management. Study level/applicability The case is suitable for undergraduate and post-graduate business and management students. The case is based on secondary data collection and all the facts are real. Expected learning outcomes The expected learning outcomes include the selection of a foreign market; the determinants of the foreign mode of entry strategy; the process of integrating an internationalization strategy; how to choose the most appropriate partner; and the monitoring of international markets. The case provides a space to think about practice and help learners, therefore, to connect theory and practice. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes.

Sign in / Sign up

Export Citation Format

Share Document