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17 cases found.
Dow Corning has relied on innovation since its inception but is now facing increasing commodotization of a significant part of its product line. The case is about how customer needs change as markets evolve and mature. In response, the company applied a customer-focused marketing approach to understand how their needs - and therefore customer segments - had evolved over the years.
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Reference 6027
Published 24 Jul 2017
Topic Marketing
Region Global
Industry Marketing and Advertising
Dow Corning has relied on innovation since its inception but is now facing increasing commodotization of a significant part of its product line. The case is about how customer needs change as markets evolve and mature. In response, the company applied a customer-focused marketing approach to understand how their needs - and therefore customer segments - had evolved over the years.
Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?
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Reference 5641
Published 26 Aug 2013
Topic Marketing
Region Global
Industry Marketing and Advertising
Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?
Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?
- By
Reference 5641
Published 26 Aug 2013
Topic Marketing
Region Global
Industry Marketing and Advertising
Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?
The case describes the first decade of LGEIL's experience in India, a decade marked by incredible success from a sales point of view and outlines the challenges in 2007, which resonate with the key challenge in back in 1997--building a premium brand image for LG.
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Reference 5558
Published 30 Nov 2008
Topic Marketing
Region Asia
Industry International Trade and Development, Marketing and Advertising
The case describes the first decade of LGEIL's experience in India, a decade marked by incredible success from a sales point of view and outlines the challenges in 2007, which resonate with the key challenge in back in 1997--building a premium brand image for LG.
The case details the development and implementation of corporate social responsibility programmes at MAS Holdings, a Sri Lankan manufacturer supplying undergarments and active wear to companies like Victoria's Secret, Marks and Spencer, Gap, Adidas and Nike.
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Reference 5512
Published 31 May 2008
Topic Marketing
Region Global
Industry Market Research, Marketing and Advertising, Apparel and Fashion
The case details the development and implementation of corporate social responsibility programmes at MAS Holdings, a Sri Lankan manufacturer supplying undergarments and active wear to companies like Victoria's Secret, Marks and Spencer, Gap, Adidas and Nike.
The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image.
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Reference 5488
Published 29 Nov 2007
Topic Marketing
Region North America
Industry Consumer Goods, Market Research, Marketing and Advertising
The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image.
This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around.
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Reference 5426
Published 01 Jan 2007
Topic Marketing
Region North America
Industry Marketing and Advertising
This case describes the meteoric rise of Brita in the US market, following the acquisition of local rights by The Clorox Company in 1989, until a sudden decline in 1999. The case details the various failed strategies attempted by the brand between 1999 and 2006 and poses the question as to what Brita should do to turn its fortunes around.
Product bundling is a marketing strategy that involves offering two or more products for sale as one combined product. This strategy is common in a number of industries including software and traveling. Bundles are typically sold at a big discount compared to the sum of the prices of individual items.
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Reference 5234
Published 01 Nov 2004
Topic Marketing
Industry Marketing and Advertising
Product bundling is a marketing strategy that involves offering two or more products for sale as one combined product. This strategy is common in a number of industries including software and traveling. Bundles are typically sold at a big discount compared to the sum of the prices of individual items.
This pedagogical note provides a brief introduction to the content, method, and organization of a brand audit. Drawing on the latest findings from academic and applied research, it offers recommendations on how to measure (1) brand awareness, (2) brand image, (3) brand equity, and (4) brand value.
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Reference 5191
Published 01 Jan 2004
Topic Marketing
Industry Marketing and Advertising
This pedagogical note provides a brief introduction to the content, method, and organization of a brand audit. Drawing on the latest findings from academic and applied research, it offers recommendations on how to measure (1) brand awareness, (2) brand image, (3) brand equity, and (4) brand value.
This case charts the process of the souring of the Acela Express, a joint venture of Alstom and Bombardier with Amtrak, the US rail passenger service. Alstom and Bombardier won the contract to install high-speed rail service between Boston and Washington. Soon after the Acelas launch, technical problems with the train were severe and Bombardiers relationship with Amtrak became acrimonious.
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Reference 5117
Published 01 Jun 2003
Topic Marketing
Region Global
Industry Transportation/Trucking/Railroad, Marketing and Advertising
This case charts the process of the souring of the Acela Express, a joint venture of Alstom and Bombardier with Amtrak, the US rail passenger service. Alstom and Bombardier won the contract to install high-speed rail service between Boston and Washington. Soon after the Acelas launch, technical problems with the train were severe and Bombardiers relationship with Amtrak became acrimonious.
This case analyses the first years of operation of 12Snap, a German start-up launched in 1999 and considered today the largest mobile marketing channel in Europe. It focuses on the changing market positioning and business model of the company, which evolved from B2C mobile retailing to B2B mobile marketing.
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Reference 5068
Published 01 Jan 2002
Topic Marketing
Region Europe
Industry E-Commerce, Marketing and Advertising
This case analyses the first years of operation of 12Snap, a German start-up launched in 1999 and considered today the largest mobile marketing channel in Europe. It focuses on the changing market positioning and business model of the company, which evolved from B2C mobile retailing to B2B mobile marketing.
In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.
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Reference 5003
Published 01 Jun 2004
Topic Marketing
Region Asia
Industry Food and Beverages Production, Marketing and Advertising
In late 1999, India's second largest tea company, Tata Tea, is faced with a highly competitive home market that is about to become more so as impending deregulation takes effect. The company is thus contemplating internationalisation. Tata Tea is grappling with the decision of how to internationalise.