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Case Studies by Charles Waldman

22 case studies

by Publication Date
published: 29 Nov 2010

  • Topic: Strategy
  • Industry: Pet foods
  • Region: Global

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Abstract:
The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand. And this does not result from a classical marketing approach but is rather linked with shared belief across functions and associated learning procedures.

Pedagogical Objectives:
The case aims to: Understand how an organizational culture is creating conditions for marketing excellence and great economic performance Illustrate the beauties, but also the difficulties of being an international niche player Understand the drivers of extremely powerful branding.

Keywords:
Organizational Culture, Strategic Consistency, Multi-Disciplinary, Market Creation, Courage and Solidarity, Branding, International Niching, Clever Globalisation

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published: 31 Jul 2009

  • Topic: Marketing
  • Industry: Insurance Carriers, Accident and Health Insurance
  • Region: Global

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Abstract:
The case describes the international expansion of DIFI, an Israeli direct insurer, to the CIS markets. The main focus is on the marketing management of the company and on the issues related to bringing an innovative business model to, and managing operations in, emerging markets. The case discusses an alliance between DIFI and RSA Group, a British insurer.

Pedagogical Objectives:
1) Channel management: Advantages and challenges of direct distribution vs. using intermediaries. 2) Globalisation strategies for service companies: How to strike the right balance between international standardisation and adapting to local markets. 3) Strategic alliances as accelerators of international growth: Do?s and don?ts. 4) The HR dimension of strategic alliances: Country cultures and corporate cultures. 5) Challenges in migrating from a ?regulated economy? to a competitive mindset. 6) Service strategy: Respective roles and interaction between technology and HR.

Keywords:
Direct Insurance/insurance, Marketing Strategy, Eastern Europe Emerging Markets (cis), Global Expansion, Alliance, Call Center, Entry Strategy, Business Model

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published: 19 May 2009

  • Topic: Strategy
  • Industry: On-line grocery retailing
  • Region: Europe

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Abstract:
The case focuses on opportunities and challenges for a traditional, bricks-and-mortar retailer to use the Internet as an added channel. A major implementation issue, which raised a heated debate among retailers, concerns Tesco.com’s order fulfilment approach, based on in-store picked (rather than dedicated warehouses). It also insists on how can one make Internet retailing a profit-making story.

Pedagogical Objectives:
- Better understand how to optimise the mix of bricks and clicks in a retailing strategy
- Be able to address Internet-based retailing as a business, not a technological issue
- Recognise the critical importance of operations and logistics in e-retailing
- Realise that in e-retailing, profit-making results from well-coordinated multi-functional implementation.

Keywords:
Internet, Retailing, Logistics, Business Model, Business-To-Consumer, Bricks and Clicks, Customer Service

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published: 30 May 2008

  • Topic: Marketing
  • Industry: Mobile Marketing
  • Region: Europe

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Abstract:
The case study along with its teaching note provides students with an overview of the mobile marketing industry. After working through the case, students will be able to: Understand YOC’s evolution into a complete mobile service provider; Understand the company’s service portfolio and its underlying technologies; and Discuss YOC’s competitive environment and its strategic positioning.

Pedagogical Objectives:
The case is intended for: Use in Marketing classes: The instructor should emphasize how mobile marketing helps companies to increase sales and awareness of products. Use in Strategic Management courses: The case illustrates how companies can mobilise the marketing and sales activities of their value chain. Use in the context of International Business: The teacher should highlight YOC?s European-wide expansion. Use in Electronic and Mobile Commerce classes: The instructor should point out the advantages of mobile devices over traditional fixed-line communication.

Keywords:
Mobile E-Commerce/mobile E-Business, E-Commerce/e-Business, Mobile Marketing, Marketing, International Business, Strategic Management, Entrepreneurship, Information Systems/mgmt of It

published: 15 Jan 2008

  • Topic: Strategy
  • Industry: Petfoods
  • Region: Global

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Abstract:
The case describes the extraordinary success of a French regional firm in a world of gigantic multinationals. By transforming pet feeding into a nutrition plus health proposition, Royal Canin creates a new market and an extremely powerful brand. And this does not result from a classical marketing approach but is rather linked with shared belief across functions and associated learning procedures.

Pedagogical Objectives:
The case aims to: Understand how an organizational culture is creating conditions for marketing excellence and great economic performance Illustrate the beauties, but also the difficulties of being an international niche player Understand the drivers of extremely powerful branding

Keywords:
Strategic Consistency, Multi-Disciplinary, Market Creation, Courage and Solidarity, Organisational Culture, Branding, International 'niching', Clever Globalisation

Related:

published: 15 Jan 2008

  • Topic: Strategy
  • Industry: Petfoods
  • Region: Global
published: 29 Oct 2007

  • Topic: Strategy
  • Industry: Retailing
  • Region: Europe

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Abstract:
The case charts the past decade of online grocery retailing at Tesco.com and the development and launch of the non-food operation “Tesco Direct”. Tesco implemented a unique fulfillment model by using its vast network of bricks-and-mortar supermarkets across the UK to pick the items ordered by online customers.

Pedagogical Objectives:
1. Draw up a balanced analysis of the first decade of online retailing at Tesco 2. Assess future opportunities and threats for online retailing 3. Understand the concept of multichannel retailing and think about possible extensions 4. Develop an understanding of the sophisticated use of CRM methods as employed by Tesco

Keywords:
Retailing, Uk, Tesco, Multi-Channel Retailing, Online Groceries, Home Delivery, Tesco.com, Tesco Direct

published: 06 Jan 2007

  • Topic: Strategy
  • Industry: Petfoods
  • Region: Global

Show details ...

Abstract:
Please refer to part A for the abstract

Keywords:
Strategic Consistency, Multi-Disciplinary, Market Creation, Courage and Solidarity, Organisational Culture, Branding, International 'niching', Clever Globalisation

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