INSEAD the business school for the world

Case Studies by Jason Hunter

5 case studies

by Publication Date
published: 11 Dec 2017

  • Topic: Strategy
  • Industry: US Wine Industry
  • Region: Global

Show details ...

Abstract:
‘Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001’ examines the competitive environment of the US wine industry in 2001, prior to [yellow tail]’s launch as well as the strategic move executed by [yellow tail] that made it the number one imported wine and the fastest growing brand in the history of the US and Australian wine industries.

Pedagogical Objectives:
The case entitled, ‘Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001’ examines the competitive environment of the US wine industry in 2001, prior to [yellow tail]’s launch. The case demonstrates how the industry was overcrowded, highly competitive, and increasingly squeezed at the distribution and retail stages of the supply chain. Even though the industry was intensely competitive, wine manufacturers have systematically competed along the same set of factors that have hardly changed over the last few centuries. In July 2001, Australia’s Casella Winery introduced [yellow tail] into this highly competitive US market. Small and unknown, they had expected to sell 25,000 cases in their first year. In fact, they had sold nine times that amount. By the end of 2005, [yellow tail]’s cumulative sales were tracking at 25 million cases. [yellow tail] soon emerged as the overall best selling 750ml red wine, outstripping Californian, French and Italian brands. This case examines the strategic move executed by [yellow tail] that made it the number one imported wine and the fastest growing brand in the history of the US and Australian wine industries. The case is accompanied by a 2-part video called ‘Creating a Blue Ocean in the US Wine Industry’ that is free for instructor download at www.blueoceanstrategy.com. Part A provides a visual overview of the wine industry setting pre- [yellow tail]. It is a powerful complement to the paper case. Part B explores, through interviews with the principal players behind the launch of [yellow tail], the development and execution of Casella’s blue ocean strategic move. The case and the video dvd come with a comprehensive teaching note and are excellent for both MBAs and executives.

Keywords:
Strategy, Blue Ocean Strategy, Strategic Move, Mature Market, Industry Reconstruction, Growth, Innovation.

Related:

published: 26 Feb 2013

  • Topic: Strategy
  • Industry: Technology and Home Video Gaming
  • Region: Global

Show details ...

Abstract:
This case illustrates that if companies wish to tap into latent demand and create organic growth, they must learn from noncustomers. The case demonstrates that if Nintendo attempted to compete head-to-head against it's Sony and Microsoft rivals they would be further marginalized in the game console industry.

Pedagogical Objectives:
As the case highlights, by understanding the pain points the industry creates for noncustomers, while also understanding why noncustomers turn to alternatives, one can recombine existing key competitive factors using the ERRC grid to create an offering that is simultaneously low-cost and high value.

Keywords:
Blue Ocean Strategy, Noncustomers, Value Innovation, Video Game Console, Nintendo, Breakthrough Strategic Moves, Wii

published: 31 Jul 2009

  • Topic: Strategy
  • Industry: US Wine Industry
  • Region: North America

Show details ...

Abstract:
The case entitled ‘Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001’ examines the competitive environment of the US wine industry in 2001, prior to [yellow tail]’s launch. The case demonstrates how the industry was overcrowded, highly competitive, and increasingly squeezed at the distribution and retail stages of the supply chain. Even though the industry was intensely competitive, wine manufacturers have systematically competed along the same set of factors that have hardly changed over the last few centuries. In July 2001, Australia’s Casella Winery introduced [yellow tail] into this highly competitive US market. Small and unknown, they had expected to sell 25,000 cases in their first year. In fact, they had sold nine times that amount. By the end of 2005, [yellow tail]’s cumulative sales were tracking at 25 million cases. [yellow tail] soon emerged as the overall best selling 750ml red wine, outstripping Californian, French and Italian brands. This case examines the strategic move executed by [yellow tail] that made it the number one imported wine and the fastest growing brand in the history of the US and Australian wine industries.

Pedagogical Objectives:
The case is accompanied by a 2-part video called ‘Creating a Blue Ocean in the US Wine Industry’ that is free for instructor download at www.blueoceanstrategy.com. Part A provides a visual overview of the wine industry setting pre- [yellow tail]. It is a powerful complement to the paper case. Part B explores, through interviews with the principal players behind the launch of [yellow tail], the development and execution of Casella’s blue ocean strategic move. The case and the video DVD come with a comprehensive teaching note and are excellent for both MBAs and executives.

Keywords:
Strategy, Blue Ocean Strategy, Strategic Move, Mature Market, Industry Reconstruction, Growth, Innovation

Related:

published: 31 Jul 2009

  • Topic: Strategy
  • Region: Global

Show details ...

Abstract:
The case entitled, ‘Lessons from Breakthrough Strategic Moves Over the Last Century’ illustrates how businesses over the last 100 years of business history have periodically broken away from the competition to create and capture new market space – often giving rise to entirely new industries. Yet, to date, there is very little understanding of the underlying strategic logic behind these breakthrough strategic moves.

Pedagogical Objectives:
This case and its accompanying video examine whether there is a shared pattern across these strategic moves by examining three representative industries that touch peoples’ everyday lives: autos – how people get to work; computers – what people use at work; and movie theaters – where people go after work for entertainment. The complementary video called, ‘A History of Blue Ocean Strategic Moves: Is There a Pattern?’, which is free for instructor download at www.blueoceanstrategy.com, provides a visual demonstration of these three representative industries so that participants can deduce the shared patterns across these strategic moves. The case and the video come with a comprehensive teaching note and are excellent for both MBAs and executives.

Keywords:
Strategy, Blue Ocean Strategy, Strategic Moves, New Market Space, Industry Evolution, Innovation

published: 03 Jan 2003

  • Topic: Strategy
  • Industry: Telecommunications
  • Region: Global

Show details ...

Abstract:
As of November 2001, NTT DoCoMo is the only company that has been able to make money out of the mobile Internet. This case study describes how, in a very competitive industry engaged in a technology race and strong price erosion, NTT DoCoMo has been able to achieve superior performance with its novel i-mode services. Launched in February 1999, its i-mode service was an immediate and explosive success. DoCoMo came to exceed its parent company in terms of market capitalisation as well as potential for profitable growth as we enter the age of mobile Internet.

Pedagogical Objectives:
This case offers a value innovation perspective to analyze the success of i-mode with a particular emphasis on the business model used to exploit the i-mode innovation of DoCoMo. The case is designed to serve a variety of purposes in the 'value innovation and winning business ideas' teaching module of an MBA strategy course or executive education programme. The instructor can use the case to cover the following topics: (1) the value innovation logic; (2) the value curve and six paths framework; (3) the buyer utility map; and (4) the price corridor of the mass and the business model guide. Alternatively, the instructor can use it to specially cover the last three topics. A teaching note is available to accompany this case.

Keywords:
Telecommunications Industry, Value Innovation, Strategy, Blue Ocean Strategy, Winning Business Ideas, Creating New Market Space, Redefining Industry Boundaries, Mobile Internet, Information Technology

by Publication Date


Share