Marketing Cases
(Contains 10 resources)
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Liverpool Relaunched
By:Content Type: cases
Publisher: SAGE Publications Ltd (2014)
This case study is an example of excellent strategic marketing and management being implemented. It's the story of how the city of Liverpool reinvented itself as an exciting tourist destination
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Team Barloworld: Building a Global Brand
By: &Content Type: cases
Publisher: Wits Business School (2010)
It was July 2008 and the Tour de France had just finished. Barloworld Ltd, an industrial brand management company, had sponsored one of the teams that took part – named Team Barloworld. It was a team that had proven extraordinarily successful in 2007, earning the Barloworld brand significant global brand awareness and publicity. However, one of the Team Barloworld cyclists in the 2008 Tour de France had tested positive for doping, potentially compromising two of the Barloworld brand values, namely honesty and integrity. Now Chris Fisher, head of corporate marketing at Barloworld, had to make an urgent decision about the future of the sponsorship.
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Communicating the Athlete as a Brand: An Examination of LPGA Star Suzann Pettersen
By: &Content Type: cases
Publisher: Human Kinetics, Inc. (2015)
This article explored how a renowned LPGA golfer, Suzann Pettersen, has built and leveraged her personal brand. Using the athlete brand-equity model as the theoretical framework, a qualitative case study was built by means of interviews and document analyses. Specifically, this case detailed how Pettersen and her management team endeavored to build and manage her personal brand equity through organization-produced and -controlled brand-communications strategies. The findings of this case shed light on the challenges and opportunities that athletes and their constituents face when managing human brands. Moreover, the findings of this case support the use of previously proposed sport-branding conceptualizations in a real-world setting.
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Narragansett Brewing Company: The Rebirth of a Brand
By: &Content Type: cases
Publisher: NeilsonJournals Publishing (2010)
Four years into the rebirth of the once popular Narragansett beer, Mark Hellendrung, President of Narragansett Brewing Company (NBC), looked back with satisfaction on the rapid growth of NBC. Aggressive marketing and creative promotions had led to yearly sales increases and a growing base of loyal Narragansett consumers. Now that he had reestablished Narragansett in the marketplace, Mark’s next challenge was to decide on the strategic direction of NBC for the next several years. Mark must consider the following four major options: 1) continue with the current outsourced brewing and logistics system; 2) continue with the current outsourced brewing arrangement, but change the distribution system; 3) switch production to a large national brewer; 4) build a brewery in Rhode Island. Each of the four options has positives and negatives that Mark must carefully consider to ensure the continued success of Narragansett beer.
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Victorinox: Cultural Heritage and Brand Innovation (B)
By:Content Type: cases
Publisher: University of Zurich (2017)
The second case in the Victorinox series explains how Victorinox, the manufacturer of the swiss army knife, reversed its policy of diversifying its product portfolio and instead focused on its core competency of manufacturing pocket knives.
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The Bobbie® Bares All: A Case Study of Capriotti’s Sandwich Shop®
By: &Content Type: cases
Publisher: International CHRIE (2013)
This case study examines a 2012 court case regarding an unapproved joint promotional campaign between a franchised Capriotti’s restaurant and an adult entertainment establishment. For over 30 years, Capriotti’s has developed its brand image to be synonymous with family-friendly food and service. Capriotti’s cult-like following of loyal consumers have grown to love how employees call out customers by name, making this chain feel more like a neighborhood deli. Capriotti’s is angered that their name is now being associated with lap dances. This case study traces the relationships between franchisor, franchisee, and acceptable business practices within the confines of a contract.
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A Comparative Study of Hotel Brand Building in the U.S.A. and China
By: &Content Type: cases
Publisher: International CHRIE (2017)
China, the world’s most populous country, with its booming economy, has become an appetizing market for worldwide hoteliers. As the Chinese hotel industry has increased, Chinese hotel groups have accelerated the pace of expansion to match international competitors. The focus of this case is to examine the hotel brand building strategy and practices of the U.S. and Chinese hotel group using Marriott International based in the U.S.A. and BTG Hotels Group of China as representative hotel companies from each country.
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The Future of Malls: Was Decline Inevitable?
By:, , , , &Content Type: cases
Publisher: Yale School of Management (2019)
The Cross County Shopping Center was in Yonkers, in the suburbs of New York City. Built in 1954 as one of the first open air shopping malls and renovated in 2011, the Center captured many of the challenges facing American suburban shopping centers in the 21st century. It was large, a “super-regional,” with a total size of over a million square feet. The Cross County had had a successful history, but its future, along with that of other U.S. malls, was far from certain.
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e-Cigarette Industry in Crisis: How Can Juul Survive?
By:Content Type: cases
Publisher: SAGE Publications: SAGE Business Cases Originals (2020)
This short case asks students to discuss the e-cigarette industry’s response following widespread reports of vape-related illnesses and confirmed deaths and the Trump administration’s 2019 appeal to the Food and Drug Administration to ban flavored e-cigarettes. Without an official or nationwide ban, the industry is in a critical moment of tension. Students should brainstorm and discuss what the best next step for e-cigarette companies is, what the overall industry ramifications of a formal ban might be, and what responsibility companies have toward public health.
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Will Apple’s Lower iPhone Price Ease Dropping Sales?
By:Content Type: cases
Publisher: SAGE Publications: SAGE Business Cases Originals (2020)
After facing dropping sales, Apple launched its iPhone 11 in September 2019 at an unexpectedly lower price compared with previous years’ models, disrupting the company’s usual practice of introducing updated models at increasingly higher prices. This short case asks students to discuss the pricing adjustments in order to evaluate Apple’s place in the smartphone market amid changing consumer behavior habits.
