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Case Studies by Hernan A. Bruno

5 case studies

published: 21 Apr 2017

  • Topic: Marketing
  • Industry: Injection molding machinery (capital goods)
  • Region: Asia

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Abstract:
Akita, a global manufacturer of injection-molding machines and provider of associated services, lost the sale of a large machine of over 5,000 tons to Fortune Precise Plastic Technology (FPPT) in China. Worth RMB 10 million ($1.2 million), it had seemed a perfect opportunity to help Akita expand into larger, more sophisticated production systems in China and create momentum for Akita Performance Solutions (APS), its newly created sales organization. The case describes the steps taken over several months by sales engineer Kwong Hua, from the first contact with the customer to the news that FPPT had decided to order a less advanced machine from a domestic competitor.

Pedagogical Objectives:
This case highlights the importance of customer-focused marketing in creating profitable value. It highlights key concepts related to the decision-making process in a B2B context and examines the role of the sales force and sales organization in creating value for the customer.

Keywords:
Decision-Making Process and Unit, Value Selling, Sales Force Control System, Business Model Innovation

published: 26 Aug 2013

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

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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

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published: 30 Jun 2015

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Abstract:
The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin.

Pedagogical Objectives:
It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.

Keywords:
Marketing, Entrepreneurship, Food and Drink, Startup Marketing

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published: 24 Jun 2016

  • Topic: Marketing
  • Industry: Industry: Oil & Gas
  • Region: Europe

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Abstract:
The case highlights the role of innovation in the conservative oil and gas industry. A team of Italian engineers in the turbomachinery solutions unit in GE Oil & Gas division, based in Florence, build a centrifugal compressor that is half the weight and a third of the size of a traditional compressor. However, getting the industry to accept the innovation is not going to be easy since most customers will only buy compressors that have been tried and tested.

Pedagogical Objectives:
After reading and analysing the case, students should understand the barriers to innovation, how to overcome them, and why the customer should be involved in the R&D process from the very start of the process that leads to the commercialization of innovative products. The case offers a look at innovation diffusion from the inside.

Keywords:
Ge, Oil & Gas, Centrifugal Compressor, High Pressure Ratio Compressor, Nuovo Pignone, Turbomachinery, Lng, Natural Gas

published: 25 Mar 2014

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Abstract:
The case illustrates the challenges faced by entrepreneurs launching a new product in an highly competitive market with limited resources. The case is set in 2005 and puts the student in the shoes of Michel and Augustin.

Pedagogical Objectives:
It allows students to see the strategic and tactical actions of a marketing plan in a clear, novel and fun context. For aspiring entrepreneurs, it offers an exciting opportunity to discuss the specific challenges related to launching a brand for a start-up.

Keywords:
Marketing, Entrepreneurship, Food and Drink, Startup Marketing, European Competitiveness, Europe

Prizes won:
- 2014 Case Centre Best Selling Case in Marketing
- Winner of 2014 Case Awards - New Case Writer Category

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