CASE STUDY MARKETING

CASE STUDY MARKETING Case Study for Marketing CASE STUDY MARKETING Case Study for Marketing CASE STUDY MARKETING Case Study for Marketing CASE STUDY MARKETING Case Study for MarketingCASE STUDY MARKETING Case Study for MarketingCASE STUDY MARKETING Case Study for Marketing

C-1 Case Studies INTRODUCTION Preparing an effective case analysis C-3 CASE 1 ABB in China, 1998 C-16 CASE 2 Ansett Airlines and Air New Zealand: A flight to oblivion? C-31 CASE 3 BP–Mobil and the restructuring of the oil refining industry C-44 CASE 4 Compaq in crisis C-67 CASE 5 Gillette and the men’s wet-shaving market C-76 CASE 6 Incat Tasmania’s race for international success: Blue Riband strategies C-95 CASE 7 Kiwi Travel International Airlines Ltd C-105 CASE 8 Beefing up the beefless Mac: McDonald’s expansion strategies in India: C-120 CASE 9 Nucor Corporation and the US steel industry C-128 CASE 10 Pacific Dunlop: Caught on the half volley C-157 CASE 11 Philip Morris C-173 CASE 12 Pisces Group of Singapore C-188 CASE 13 Raffles, Singapore’s historic hotel C-194 CASE 14 Southwest Airlines, 1996 C-205 [...]... and H I Harrington, 2000, Who Learns What from Cases and How? The Research Base for Teaching and Learning with Cases (Englewood Cliffs, NJ: Lawrence Erlbaum Associates) L B Barnes, A J Nelson and C R Christensen, 1994, Teaching and the Case Method: Text, Cases and Readings (Boston: Harvard Business School Press); C C Lundberg, 1993, ‘Introduction to the case method’, in C M Vance (ed.), Mastering Management... Sage); C Christensen, 1989, Teaching and the Case Method (Boston: Harvard Business School Publishing Division) C C Lundberg and E Enz, 1993, ‘A framework for student case preparation’, Case Research Journal, 13 (Summer), p 133 J Solitis, 1971, ‘John Dewey’, in L E Deighton (ed.), Encyclopedia of Education (New York: Macmillan and Free Press) F Bocker, 1987, ‘Is case teaching more effective than lecture... strategy is market-driven, marketing functional activities are of paramount importance If a firm has financial difficulties, critical financial ratios would require careful evaluation In fact, because of the importance of financial health, most cases require financial analyses C-11 Exhibit 6 | Sample general environmental categories C-12 Introduction Preparing an effective case analysis The appendix... subsidiary was set up in China In some cases, the licensee feels that the market in China was taken from them and that they therefore can compensate for potentially lost sales only by charging the Chinese subsidiary a higher cost Consequently, if the disagreeing partner seeks the BA as a referee in this kind of case, the following happens, as explained by one manager: C-22 Case 1 the quality They arrange... delivery times to the customer Case 1 ABB in China, 1998 We are not going to redesign our products in order to meet the standards, for the obvious reasons: Why should we take our quality out? Why shall we take the advances out? It does become an issue from time to time Chinese are very risk averse, if we have not done the type test in China It is more to cover themselves in case something goes wrong Some... have market leadership in every territory Hints for presenting an effective strategic plan There may be a temptation to spend most of your oral or written case analysis on results from the analysis It is important, however, that the analysis of a case should not be over-emphasised relative to the synthesis of results gained from your analytical efforts – what does the analysis mean for the organisation... I’m standing in the desert screaming,’ one expatriate expressed The home office feels that the expatriates can be a burden because they need so much Case 1 ABB in China, 1998 contact with the home office and to make use of the free trips home In most cases, the expatriates do not know what will happen when the contract expires and they are to return home It is during the first year you learn what is... on a high level; yet, it is not even necessary to get all levels involved As an example, only one unit in China takes care of all the marketing At the same time, each Nestlé company in China is responsible for its own turnover rate, which creates the flexible and C-30 Case 1 56 57 58 59 60 61 62 63 64 ABB Asea Brown Boveri, Ltd, ‘You can rely on the power of ABB’ Ibid ABB’s Mission, Values, and Policies... Hoff, 1986, ‘Customizing global marketing , Harvard Business Review, 3, May–June, pp 59–60 Brorsson, Skarsten, Torstensson, 1993, Marknadsföring på den inre markanden—Standardisering eller Anpassning, Thesis, Lund University www.Nestlé.com/html/h2h.html, September 1998 Nestlé Management Report, 1997 Interview with CEO of Nestlé China, Theo Klauser, Metro, July 1998, p 27 Case 2 Ansett Airlines and Air... receivable been collected during the accounting period Accounts receivable The average length of time the firm waits to Average daily sales collect payments after sales Introduction Preparing an effective case analysis Ratio 1 Dividend yield on ordinary shares Formula What it shows Annual dividends per share Current market price per share 2 Price-earnings ratio Current market price per share After-tax earnings . C-1 Case Studies INTRODUCTION Preparing an effective case analysis C-3 CASE 1 ABB in China, 1998 C-16 CASE 2 Ansett Airlines and Air New Zealand: A flight to oblivion? C-31 CASE 3 BP–Mobil. industry C-44 CASE 4 Compaq in crisis C-67 CASE 5 Gillette and the men’s wet-shaving market C-76 CASE 6 Incat Tasmania’s race for international success: Blue Riband strategies C-95 CASE 7 Kiwi. Dunlop: Caught on the half volley C-157 CASE 11 Philip Morris C-173 CASE 12 Pisces Group of Singapore C-188 CASE 13 Raffles, Singapore’s historic hotel C-194 CASE 14 Southwest Airlines, 1996 C-205