Marketing

Découvrez nos études de cas en marketing. Les études de cas sont l’œuvre d’auteurs de renommée internationale de HEC Montréal et de Wits Business School.

Informations pour professeurs concernant l’achat des études de cas

France's “Horsegate” Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall

France’s “Horsegate” Scandal: Marketing Communications Addressing the Aftermath of a Food Fraud/Product Recall

8,00 $50,00 $

CASE STUDY. This case describes a major food fraud scandal that resulted in a much-publicized product recall.

Patreon et le financement artistique

Patreon et le financement artistique

8,00 $50,00 $

ÉTUDE DE CAS. Ce cas a pour objectif de faire réfléchir les étudiants à la problématique du financement des artistes et, par conséquent, aux différents modèles d’affaires possibles dans le domaine des arts.

Techno Plus inc.

Techno Plus inc.

8,00 $50,00 $

ÉTUDE DE CAS. Une directrice des ventes s’interroge sur l’efficacité probable d’un programme de stimulation basé sur une rémunération variable additionnelle accordée aux représentants qui vont chercher de nouveaux clients.

La Société Barnett

La Société Barnett

8,00 $50,00 $

ÉTUDE DE CAS. Une PME en Nouvelle-Zélande importe de l’équipement de hockey et les revend à des magasins de sport spécialisés par l’intermédiaire d’agents.

Nettout

Nettout

8,00 $50,00 $

ÉTUDE DE CAS. Ce cas décrit les résultats d’un test d’utilisation préalable au lancement d’un nettoyeur domestique.

Liliane Colpron : Les Boulangeries Première Moisson

Liliane Colpron : Les Boulangeries Première Moisson

8,00 $50,00 $

ÉTUDE DE CAS. Les Boulangeries Première Moisson s’interrogent quant aux marchés à développer dans les années à venir.

Tourisme et préférences de produits

Tourisme et préférences de produits

8,00 $50,00 $

ÉTUDE DE CAS. Ce cas constitue un exercice portant sur la recherche en marketing (plus particulièrement sur la construction de questionnaires et de guides d’entrevue) et est approprié pour les étudiants du 2e cycle.

Volkswagen South Africa: VW up! Marketing

Volkswagen South Africa: VW up! Marketing

50,00 $

CASE STUDY. The purpose of this case is to provide a platform for discussion on the concepts of integrated marketing communication and online advertising including social media.

A Tale of Three Houses

A Tale of Three Houses

50,00 $

CASE STUDY. The first thing Thandie Dhlomo, sales partner at the Rawson Property Group, did when she arrived home on a chilly Friday evening in July 2016 was pour herself a glass of red wine, kick off her shoes and curl up on her couch.

City Lodge Hotel Group: Redefining Segments and Brands

City Lodge Hotel Group: Redefining Segments and Brands

50,00 $

CASE STUDY. In 1985, the market regarded Hans Enderle as foolhardy when he resigned from the helm of one of South Africa’s leading hotel chains to launch a new concept in short-stay accommodation.

Mowana Spa: A Top-to-toe Experience

Mowana Spa: A Top-to-toe Experience

50,00 $

CASE STUDY. Since the opening of Mowana Spa at the Indaba Hotel in Fourways, north of Johannesburg, three years ago, marketing manager Sharon Hunink had sought to create an experience that would entice her customers to return again and again.

Fairway Hotel: Customer Lifetime Value through a Loyalty Programme?

Fairway Hotel: Customer Lifetime Value through a Loyalty Programme?

50,00 $

CASE STUDY. In July 2015, Stefanie Pietzsch, guest relations and marketing manager of The Fairway Hotel, Spa & Golf Resort, a Johannesburg-based luxury city resort owned by property developer Guvon Investments, considered introducing a loyalty programme to reward her loyal guests.

Old Mutual: Breaking into the Mass Market

Old Mutual: Breaking into the Mass Market

50,00 $

CASE STUDY. It was November 2014 and just three months since Old Mutual, a well-established, global financial services group, had launched the 2-in-One Savings product to target the South African retail mass market.

Beauty Factory: Planning a Future in a Slow Economy

Beauty Factory: Planning a Future in a Slow Economy

50,00 $

CASE STUDY. Le-Sel Research, a family-owned, South African manufacturer of beauty products, launched Beauty Factory in 2011, after seeing a gap for affordable, high-quality beauty products.

The Washing Powder Wars: Ariel versus Omo

The Washing Powder Wars: Ariel versus Omo

50,00 $

CASE STUDY. On 12 November 2014, Omo, Unilever South Africa’s premium washing powder brand, was facing the biggest challenge yet to its 50-year dominance of the South African washing powder market.

Coca-Cola’s MDCs: Distribution Effectiveness vs Social Responsibility?

Coca-Cola’s MDCs: Distribution Effectiveness vs Social Responsibility?

50,00 $

CASE STUDY. By June 2010, The Coca-Cola Company’s (Coca-Cola) micro distribution centre (MDC) network in Africa had proven to be incredibly successful. Coca-Cola had built up the network to distribute its products through small, independent local entrepreneurs to even smaller outlets, enabling the company to reach markets that traditionally had been very difficult to access.