In April 2012, the Chief Marketing Officer for Pepsi Beverages Canada evaluated the implementation plans for the annual version of the event traditionally known as the Pepsi Challenge. Now called the Pepsi Ultimate Taste Challenge, the objectives of the campaign were very aggressive and of course a fight between Coca-Cola and Pepsi was always difficult. …
California-based Twitter Inc. (Twitter) was a social media platform that had stalled in growth in recent years. Once a promising tool for those looking to send short messages to a network, Twitter has been overshadowed by other platforms such as Facebook, Snapchat, and LinkedIn. Unlike other social media platforms, Twitter restricted its users’ messages to …
The owner and founder of The Talking Hands, a socially responsible restaurant, in Nagpur, India, had launched his company to create job opportunities for persons with disabilities. He wanted to find a balance between customer experience and customer service, but he also wanted to open two new outlets in his city and seriously consider his …
Peak Sealing Technologies (PST), a manufacturer of high-quality carton sealing tapes, emphasizes technological innovation as the company’s core value. But when a new regional competitor introduces a cheaper and inferior product, PST is faced with a decision that could contradict its values. Product manager Emma Taylor must decide whether the company should add a cheaper …
Describes a new entry in the flower industry of $ 8 billion in the United States. By combining overnight air travel (Federal Express), information technology, an 800 number, and a catalog, Calyx & Corolla changed traditional flower distribution, skipping three levels of distribution and delivering very fresh flowers directly from grower to consumer. Ask how …
The food marketing literature provides many examples of associations and implicit tensions that marketers need to be aware of. For example, a brand that positions its product as healthy and tasty may find it difficult to gain a foothold in the market because consumers tend to associate good tasting foods with low health scores and …
Dendrite International is a $ 23 million sales automation software company (1992 sales) for pharmaceutical companies in Europe, Japan and the United States. The company’s strategy is based on being a comprehensive service provider for multinational companies. Coming changes in the pharmaceutical industry, as well as technological and competitive developments, have raised questions about the …
This negotiation leads to a situation full of opportunities for difficult negotiations and unconventional deliberations on solutions that add value. US supplier Reed Oilwell sees this business opportunity as a side door to Petroecuador’s supplier network. The intercultural elements of the relationship are important, especially in relation to the various political aspects that make up …
Describe the series of events and processes that led to the formulation of a reinvention plan.
Smithfield has grown to become the world’s leading producer and processor of pork with all the changes in the global agribusiness. How is the company developing its strategy for the future? A rewritten version of a previous case.