INSEAD the business school for the world

Case Studies by David A. Soberman

16 case studies

published: 13 Apr 2007

  • Topic: Marketing
  • Industry: Consumer Electronic
  • Region: Other Regions

Show details ...

Abstract:
The case takes place in 2006 and is focussed on Binatone's stabilizer business in Nigeria. Stabilizers are used in many developing countries to transform irregular current (from wall outlets) into a current that is safe for electrical appliances and equipment. Binatone's 1000W stabilizer business was under pressure due to multiple factors. The first source of pressure was that the market had become increasingly price sensitive. The buyers of stabilizers seemed unresponsive to quality differences between different brands in the 1000W category. Second, the market was flooded with low-priced, low quality brands that were not government approved. Finally, the Nigerian government has recently enacted a new set of regulations to ensure the safety of electrical equipment throughout the country. The regulations forced legitimate manufacturers like Binatone to go through a long, expensive and unpredictable approval process. Faced with this situation, management at Binatone was contemplating a number of potential responses to revitalize its 1000W stabilizer business. These included the possibility of changing the standard mark-up policy employed for all Binatone products, the launch of a 1000W stabilizer line extension, and new distribution and communication policies.

Pedagogical Objectives:
1- To familiarize students with the challenge of operating a conventional business in a developing country where the infrastructure, legal framework and competitive context are completely different than those faced in developed countries. 2- To highlight the shortcomings of a standard mark-up policy as a way of setting prices across a range of products. 3- To underline the importance of meeting customer needs by a) providing customers with what they want and b) not providing them with more than they want. Just because a product is better does not mean that customers will buy it. 4- To examine the challenge of launching a line-extension when there are significant risks in terms of cannibalization. In addition, the line extension is potentially inconsistent with the mother-brand (Binatone) and distributors have limited space to stock two 1000W products from the same company. 5- To develop the skill of looking through data and charts in order to find the seeds of a compelling argument for consumers to shift their focus (and potentially their preferences) to a higher priced/higher quality product. 6- To experience the difficulty of developing logical distribution policy in an environment that is somewhat chaotic.

Keywords:
Pricing, Communication Strategy, Line Extension, Branding, Price Competition, Product Line, Distribution Strategy, Consumer Electronic

published: 26 Aug 2013

  • Topic: Marketing
  • Industry: Manufacturing Power Tools
  • Region: Global

Show details ...

Abstract:
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?

Pedagogical Objectives:
To open a discussion of brands and the difference between brands and products, as well as an in-depth examination of brand positioning and brand portfolio management. Case (B) focuses on the implementation of a branding strategy through the company's sales force, allowing for a discussion about the relationship between marketing and sales.

Keywords:
Branding, Brand Portfolio, Brand Positioning and Repositioning, Customer Analysis, Funnel Analysis, Sales and Market Share Problem, Competitive Strategy

Related:

published: 01 Jun 2003

  • Topic: Marketing
  • Industry: Transportation
  • Region: Global

Show details ...

Abstract:
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 Acela’s launch, technical problems with the train were severe and Bombardier’s relationship with Amtrak became acrimonious. Both sides in the dispute made legal moves and they continue as of the writing of this case. The case examines the histories of the companies involved, the relationship between the respective parties and presents the technological background to the Acela Express. The goal is to highlight key points in the management of relationships for large-scale projects and to explore a number of issues in technology licensing.

Pedagogical Objectives:
The objective of the case is to focus on the following two issues that are critical in a marketing context: The Importance of a Marketing orientation (from the perspective of Bombardier). To underline the value of a marketing orientation even in Mega-Project Selling. It can be the difference between success and failure. Options for Commercializing Leading-Edge Technology (from the perspective of Alstom). How to maximize profitability from leading edge technology (in this case TGV technology).

Keywords:
Marketing Orientation, Customer Focus, Licensing, Technological Management, Mega Project Marketing, Service Management

published: 11 Jan 2001

  • Topic: Marketing
  • Industry: Automobile
  • Region: Europe

Show details ...

Abstract:
In response to the changes in the European small car market, Ford decided to launch a second small car, the Ford Ka. The Ford Ka has already been developed, the production capacity determined, and the launch set for October 1996 in France. Before Gilles Moynier can get to the specifics of the marketing strategy, he must decide who the target customer for the Ford Ka should be.

Pedagogical Objectives:
The Ford Ka case introduces students to the fundamental marketing problem of market segmentation and target selection. Ford's situation does not fit the textbook model exactly and thus the case is an opportunity for students to see how theory is applied in the real world. Ford's problem is not unique. Often firms want to introduce an existing product into a new market. At a more detailed level, the case can be used to highlight the difference between segment formation and segment identification and the importance of considering implementation issues of a marketing strategy. The case also exposes students to typical market research tools used for market segmentation.

Keywords:
Segmentation, Segment Identification, Target Selection, Product Introduction in New Markets

Prizes won:
- 2018 Case Centre Best-selling Case in Marketing
- 2014 Case Centre Best Selling Case in Marketing
- 2012 ecch Best Selling Case in Marketing
- 2009 ecch Best Selling Case in Marketing
- 2008 ecch Best-selling Case in Marketing
- 2007 ecch Best-selling Case in Marketing
- 2006 ecch Best-selling Case in Marketing
- 2005 ecch Best-selling Case in Marketing
- 2004 ecch Best-selling Case in Marketing
- 2003 ecch Best-selling Case in Marketing

Related:

published: 11 Jan 2001

  • Topic: Marketing
  • Industry: Automobile
  • Region: Europe

Show details ...

Abstract:
Case B reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.

Pedagogical Objectives:
The Ford Ka case introduces students to the fundamental marketing problem of market segmentation and target selection. Ford's situation does not fit the textbook model exactly and thus the case is an opportunity for students to see how theory is applied in the real world. Ford's problem is not unique. Often firms want to introduce an existing product into a new market. At a more detailed level, the case can be used to highlight the difference between segment formation and segment identification and the importance of considering implementation issues of a marketing strategy. The case also exposes students to typical market research tools used for market segmentation.

Keywords:
Segmentation, Segment Identification, Target Selection, Product Introduction in New Markets, Internal Marketing

Related:

published: 01 Jan 2003

Show details ...

Abstract:
In response to changes in the European small car market and the success of the Renault Twingo, Ford decided to launch a new small car, the Ford Ka. Before Gilles Moynier can get to the specifics of the marketing strategy to launch the Ford Ka, he needs to decide how to segment the market and who to target. The market research firm has conducted a series of studies among potential small car buyers and now the data must be analyzed and interpreted.

Pedagogical Objectives:
This case series introduces students to strategic, conceptual and information issues of market segmentation and target selection ? the core concept of marketing theory. The modular nature of the case allows the instructor to focus either on individual issues or on the process of market segmentation and marketing strategy development. The market research data enables students to get unique hands on experience in dealing with market research data and a wide range of statistical tools (cross-tabulations, cluster analysis, multidimensional scaling, regression analysis).

Keywords:
Market Research, Marketing Strategy, Attitudinal Segmentation, Cluster Analysis, Mds, Qualitative Data Interpretation, Automobiles, Quantative Data Analysis, Marketing Process

Prizes won:
- 2014 Case Centre Best Selling Case in Marketing
- 2013 Case Centre Best Selling Case in Marketing
- 2012 ecch Best Selling Case in Marketing
- 2011 ecch Best Selling Case in Marketing
- 2010 ecch Best Selling Case in Marketing
- Winner of 2010 European Case Awards, Marketing Category
- 2005 ecch Best-selling Case in Marketing

Related:

published: 01 Jan 2003

Show details ...

Abstract:
Please refer to part A for the abstract

Prizes won:
- 2010 ecch Best Selling Case in Marketing

Related:

published: 01 Jan 2003

published: 01 May 2004

  • Topic: Marketing
  • Industry: Automobile
  • Region: Europe

Show details ...

Abstract:
In response to the changes in the European small car market, Ford decided to launch a second small car, the Ford Ka. The Ford Ka has already been developed, the production capacity determined, and the launch set for October 1996 in France. Before Gilles Moynier can get to the specifics of the marketing strategy, he must decide who the target customer for the Ford Ka should be. The (B) case reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.

Pedagogical Objectives:
The Ford Ka case introduces students to the fundamental marketing problem of market segmentation and target selection. Ford’s situation does not fit the “textbook” model exactly and thus, the case is an opportunity for students to see how theory is applied in the real world. Ford’s problem is not unique. Often firms want to introduce an existing product into a new market. At a more detailed level, the case can be used to highlight the difference between segment formation and segment identification and the importance of considering implementation issues of a marketing strategy. The case also exposes students to typical market research tools used for market segmentation.

Keywords:
Segmentation, Segment Identification, Target Selection, Product Introduction in New Markets, Internal Marketing

Related:

published: 01 Nov 2001

  • Topic: Marketing
  • Industry: Automobile
  • Region: Europe

Show details ...

Abstract:
In response to the changes in the European small car market, Ford decided to launch a second small car, the Ford Ka. The Ford Ka has already been developed, the production capacity determined, and the launch set for October 1996 in France. Before Gilles Moynier can get to the specifics of the marketing strategy, he must decide who the target customer for the Ford Ka should be. The (B) case reveals that Ford chose an attitudinal segmentation and presents initial sales results. The change in the segmentation approach made it difficult to assess the success of the launch and to determine what needed to be done next to continue to build the brand.

Pedagogical Objectives:
The Ford Ka case introduces students to the fundamental marketing problem of market segmentation and target selection. Ford’s situation does not fit the “textbook” model exactly and thus, the case is an opportunity for students to see how theory is applied in the real world. Ford’s problem is not unique. Often firms want to introduce an existing product into a new market. At a more detailed level, the case can be used to highlight the difference between segment formation and segment identification and the importance of considering implementation issues of a marketing strategy. The case also exposes students to typical market research tools used for market segmentation.

Keywords:
Segmentation, Segment Identification, Target Selection, Product Introduction in New Markets, Internal Marketing

Related:


Share