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1 – 10 of 163Gina Marano, Tony Henthorne and Babu George
Hospitality and Tourism.
Abstract
Subject area
Hospitality and Tourism.
Study level/applicability
Senior undergraduate level and graduate level.
Case overview
This case study charts out the development of a business plan for Ch’ulel Mendoza, a hypothetical all-villa resort nestled against the Andes Mountains, where guests enjoy luxurious wine-infused spa treatments. The business plan has to be comprehensive because it should become the basis of a turnkey project for potential investors. Ch’ulel Mendoza is surrounded by the lush vineyards of some of the most famous wine estates in Argentina. The spa, facilities and services pay homage to the wine-growing heritage of the region, promoting wine to its guests as both pleasurable for consumption and conducive to healthy living. The architectural design speaks directly to the vines themselves: the earth-covered spa is where guests soak up the healing nutrients in the vinotherapy and water treatments, much like the roots are nourished by the elements and water in the soil; the resort area embraces the outdoors with decks, open patios and pools where guests can bask in the sun and enjoy other natural elements, just like the grape plants themselves. Once it becomes operational, Ch’ulel Mendoza will symbolize a blend of wellness, recreation and the charm of the Latin American culture.
Expected learning outcomes
Develop a comprehensive business plan for a new business, understand the business environment, prepare a strengths, weaknesses, opportunities and weaknesses analysis, develop functional (marketing, finance, human resources, operations, etc.) plans and understand the opportunities and challenges in the new product development process.
Subject code
CSS: 12: Tourism and Hospitality.
Details
Keywords
Consumption and consumer behaviour are driven by social and cultural factors. The global movement against racism and skin colour bias has created a situation where companies need…
Abstract
Theoretical basis
Consumption and consumer behaviour are driven by social and cultural factors. The global movement against racism and skin colour bias has created a situation where companies need to relook at the way they are marketing skin lightening and cosmetic products in an emerging economy like India.
Research methodology
The case study was developed by collecting data from news articles and published research.
Case overview/synopsis
Johnson and Johnson in June 2020 decided to stop selling products under the category of Skin lightening popularly known as fairness creams in Asian markets, especially India. This created a dilemma for popular brands like Hindustan Unilever (HUL), Loreal and Procter & Gamble which have brands under this category. Among all these brands the biggest challenge is for HUL which is a major player in this segment. The case discusses the cosmetic industry in India and how HUL responded to this situation.
Complexity academic level
The case is intended for use in graduate-level courses in consumer behaviour, new product development, integrated marketing communication and marketing. Market environment, cultural and social factors and the importance of considering these factors in developing the product and marketing strategy is the focus of this case.
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Julia P. Rotter and Cecilia M. Mark-Herbert
This teaching case aims to stimulate the debate over the issue of arsenic in rice and prepares students to make a decision by evaluating trade-offs and aligning moral values in a…
Abstract
Learning outcomes
This teaching case aims to stimulate the debate over the issue of arsenic in rice and prepares students to make a decision by evaluating trade-offs and aligning moral values in a business context.
Case overview/synopsis
Rice feeds people in many parts of the world. This teaching case focuses on an entrepreneurial food producer who has strong sustainability values built into his business model. The CEO, Johan Henriksson, of Vegoganic faces a dilemma when a press release by the Swedish National Food Agency potentially threatens the core existence of the business. It challenges the CEO to take a stand on food safety and food security, as well as personal and societal values.
Complexity academic level
It is a discussion case, developed with undergraduate students in mind, but could be taken to a graduate level by including more advanced literature and questions.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 8: Marketing
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Keywords
This case describes the innovations of a medical practitioner over six decades of practice. It provides an opportunity to the participants to analyse the motivation, processes…
Abstract
This case describes the innovations of a medical practitioner over six decades of practice. It provides an opportunity to the participants to analyse the motivation, processes, constraints and outcomes or innovating efforts of individuals as opposed to corporates. During his career Dr. Shah has experimented with novel methods of treatment, applications of known solutions and new product formulations. At the fag end of his career Dr. Shah is wondering whether the innovating efforts were worth their white.
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Robert F. Bruner and Casey S. Opitz
Students act as outside analysts attempting to determine how Alfin will finance its expected growth based on sales of antiwrinkle cream.
Abstract
Students act as outside analysts attempting to determine how Alfin will finance its expected growth based on sales of antiwrinkle cream.
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Keywords
Julie Hennessy, Jill Carter, Jimmy Carter and Alice M. Tybout
Maybelline is the world's leading mass cosmetic company. It enjoys tremendous success and a commanding market share, particularly in the eye makeup category. But Maybelline also…
Abstract
Maybelline is the world's leading mass cosmetic company. It enjoys tremendous success and a commanding market share, particularly in the eye makeup category. But Maybelline also acknowledges a weakness in the strategic face segment, most notably in the profitable foundations product lines. Approaches the challenge of successfully growing this important category by looking at every aspect necessary to make this move, including: consumer marketing strategy, consumer behavior and purchasing patterns, demographic analysis, segmentation and targeting, product management, distribution channels, pricing, advertising, and understanding the competitive environment.
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Keywords
Strategic Management.
Abstract
Subject area
Strategic Management.
Study level/applicability
MBA, Executive MBA.
Case overview
This case deals with Harsh Mariwalla’s struggle to develop an innovative company from scratch. The journey of innovation is not an easy one. Marico was forced to compete with multinationals in many markets where it operated. Constant pressure from rivals has made the company develop a new innovative business model, which is expected to generate profitability and sustainable competitive advantage.
Expected learning outcomes
Students will be able to appreciate the business models, understand the competitive moves by rivals, understand strategy formulation and implementation, understand product innovation and competitive advantage and understand the ability to tackle competition with innovation.
Supplementary materials
Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 11: Strategy.
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Keywords
Social entrepreneurship.
Abstract
Subject area
Social entrepreneurship.
Study level/applicability
Undergraduate or Honours students interested in Social Enterprise.
Case overview
The case describes the challenges face by Mafalda Soto, a Spanish pharmacist, who together with two albino Tanzanian colleagues, has patented and produced the first solar lotion for the albino population made in Africa. The social organization, KiliSun, and its main product have had a remarkable success in Tanzania and have received funds from BASF and the Tanzanian government for production and distribution until 2016. However, Mafalda could not help but think about how to make a viable project out of her social innovation. For how long could she keep her collaborators on board? Where will she get the funds from? What role should she give the Tanzanian government? After all, her dream was to help albinos beyond Tanzania. It was Christmas eve, and that night, Mafalda went to bed naively asking Santa to help her make possible that every albino could one day have access to her sun lotion. This way, they also, could get closer to the sun.
Expected learning outcomes
How to finance the growth of the organization; how to design a business model that helps social enterprises become self-sustaining; how to measure social impact; and how to craft and choose strategic alliances.
Supplementary materials
Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.
Subject code
CSS 3: Entrepreneurship.
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Keywords
Mitchell A. Petersen and Rashmi Singhal
Once a decision has turned out poorly—such as Merck's decision to launch and support the painkiller Vioxx—it is easy to criticize. However, are these bad outcomes the result of a…
Abstract
Once a decision has turned out poorly—such as Merck's decision to launch and support the painkiller Vioxx—it is easy to criticize. However, are these bad outcomes the result of a good decision which turned out unlucky, or are they decisions where the bad outcome could have been predicted? This case follows Merck's pharmaceutical product Vioxx from initial development to launch and subsequent withdrawal, and considers the decisions made at each stage by the Merck executives involved. The case concludes by examining the financial impact of the Vioxx withdrawal on the company and on the Merck stock value.
This case allows the students to examine the various steps of Vioxx's development and launch. By doing so, they can consider whether the decision-making process broke down and why. By connecting the Vioxx launch and withdrawal to changes in Merck's cash flow and stock market value, the students can document the impact of such decisions on the value of the firm.
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Ashita Aggarwal and Rajiv Agarwal
After completion of the case study, the students will be able to appreciate and understand why brands are an essential asset to the company and how they can enhance business…
Abstract
Learning outcomes
After completion of the case study, the students will be able to appreciate and understand why brands are an essential asset to the company and how they can enhance business value, understand the factors needed to grow brands in the growth stages and evaluate the choices that start-up companies have to grow their brand in competitive and growing markets.
Case overview/synopsis
Mamaearth was born as a direct-to-consumer brand in 2016 by a couple who could not find chemical-free, safe products for their child. The company that introduced as a baby-care brand soon consolidated itself to play in the space of personal care category (targeting millennials), and by 2020, it was earning majority of its revenue from skincare. It started by leveraging the power of social media space and online commerce and slowly moved to be a national brand with offline footprint and mass-media communication. In its growth journey, it acquired many brands and launched a few to cater to the specialized needs of its target audience. As the company grew, attracted impressive investors and started clocking profits, it aspired for an initial public offering (IPO). Varun and Ghazal Alagh, the founders of Mamaearth, knew that to refloat an IPO and to grow the company further, they needed to redefine their portfolio and marketing strategy. They had a choice to either invest in building a broader portfolio – organically or inorganically – or expand across geographies. Both were an option, albeit expensive, which could cost Mamaearth its profitability.
Complexity academic level
This case is intended for discussion in undergraduate and graduate management courses.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS 8: Marketing.
Details