Catalogue ESSEC business cases

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Catalogue ESSEC business cases

  1. 1. 77 Avenue des Champs ElyséesIngrid Nappi-Choulet Main featuresESSEC Business School, 2008 cross-disciplinary caseEnglish & French Multimedia CD-ROM/online version Real EstateInstructor CD-ROM + 8 instructor videos Europe ParisIN BRIEFThis case study places students in the position of a property asset manager who mustanalyse the Paris commercial property market of 2002 and make a decision on whetheror not to sell a property on the Champs-Elysees. In studying the case, students willdiscover Grosvenor, one of the largest UK-based real estate investors and developers inEurope and worldwide. They will also learn how to analyse property markets and managea cash flow analysis. Students have to decide if this is the best time to sell the property.This case contains 15 minutes of video: 4 interviews with Grosvenors members(managing director, head of asset management, and financial planning manager).Photos, graphs and figures illustrate the short texts and make the case user friendly. Theinstructor version includes a detailed teaching manual with a PowerPoint presentationand corrections of Excel sheets.TOPICSReal estate; Paris; France; Office market; Retail market; Property market; Cash flowanalysis; Commercial property market; ValuationAdidas and the renewal of the football shoesThierry Lardinoit, Emmanuelle Le Nagard, V. MontalescotESSEC Business School, 2007 Main featuresEnglish Multimedia CD-ROM/online version Sport industryInstructor CD-ROM + videos Marketing plan EuropeIN BRIEFThis multimedia case study puts students in the shoes of the marketing manager of thefootball division of adidas, at the end of 2002. He has to prepare an important meeting atthe headquarters of adidas in Germany, in order to prepare the strategic marketing planfor the next few years. In the first part of the case, students will have to start byconvincing the different marketing managers of adidas to allocate more money for thefootball division and will then have to determine the best strategy for adidas in terms ofcore target and brand positioning. In the second part of the case, students will have tohelp the marketing manager to develop and launch a new football boot, by writing a brieffor both the design and the advertising agency. This case contains 18 minutes of video:television (TV) advertisements and presentations by the football marketing manager.TOPICSNew product launch; New product development; Marketing strategy; Sports marketing;Segmentation; Positioning
  2. 2. Barbie: the American I-DollMichel Phan Main featuresESSEC Business School, 2005 Global marketingEnglish Hardcopy Black & White Latin AmericaEnglish Pdf version Middle East14 p. + Teaching Note Cultural IssuesIN BRIEFThis case study is about the global marketing strategy employed by Mattel Inc to marketthe Barbie doll around the world. It specifically focuses on Latin America, Middle East andJapan where the doll did not experience the same level of success. The case helpsstudents understand the cultural (and to some extent religious) intricacies of developingand marketing a doll such as Barbie. The case also highlights the competitive challengesfaced by Mattel in Latin America as well as the distribution and licensing issues in Japan.Finally the case invites the students to think of the cultural and religious influences onchildren’s toy preferences. This case has been designed for undergraduate, MBA andother graduate students studying international marketing or cross-cultural management.The case has been intended for classroom discussions only.TOPICSInternational marketing; Consumer behaviour; Children’s preference/behaviour; Cross-cultural management; Political influence; International competition; Distribution;Strategic alliance; Business partnership; National culture; Market research; Marketexpansion strategy; Globalisation; Japan,Benq-Siemens : globalization of production andmarkets (A & B)Anastasios Karamanos Main featuresESSEC Business School, 2008 EuropeEnglish Hardcopy Black & White KoreaEnglish Pdf version Mergers & Acquisitions39 p. + Teaching NoteIN BRIEFBenQ Mobile Division has just merged with the Siemens Mobile Division and needs toestablish the source of competitive advantage for the combined entity. There is detaileddiscussion of the situations of the two partners before the merger, the challenges theywere facing, and the logic for the merger. What is the appropriate international strategyfor BenQ-Siemens to deliver market share growth in global mobile handset market? DoesBenQ-Siemens have a distinct dual advantage of being both low-cost and differentiated?TOPICSMergers and acquisitions (M&A); Telecommunication industry; Synergies in M&A; Mobiledevices markets; Restructuring; Cultural issues in acquisitions
  3. 3. Danone Dairy Turkey: Brand portfolio strategyDanielle ViensESSEC Business School, 2008 Main featuresEnglish & French Multimedia CD-ROM/online version Global marketingInstructor CD-ROM + Videos Latin America Middle East Cultural IssuesIN BRIEFThis multimedia case study shows how to overcome a difficult business situation and toachieve market leadership. It puts you in the position of the marketing manager ofDanone Dairy Turkey in 2002, when the country went through a severe economic crisis.Sales volumes and profitability collapsed and the company had to completely reconsiderits strategy and marketing plans. You have to analyse the business environment,competition, Danones brand portfolio performance and try to make the best decisions toreignite top line growth. You will discover the specifics of marketing management in anemerging economy and in particularly challenging business conditions. The instructorversion includes a detailed teaching manual with a PowerPoint presentation andcorrections of Excel sheets.TOPICSBrand portfolio; Pricing policy; Brand strategy; Emerging economy; Marketing budget;Economic crisisDanone Group: Rumours of TakeoversFrancis DeclerckESSEC Business School, 2009 Main featuresEnglish Hardcopy Black & White Global financeEnglish Pdf version France9 p.IN BRIEFThe case is based on reports of rumours of takeover on Danone group in July 2005. It isfocused on defence mechanisms against takeover before and after the announcement oftakeover, and also on possible measures to face rumours.TOPICSFinance. Takeovers; Mergers&Acquisitions; Anti-Takeover defense mechanisms
  4. 4. Evolution of Alstom: Role of the french stateAshok Som; Boris GbahoueESSEC Business School, 2004 Main featuresEnglish Hardcopy Black & White Global approachEnglish Pdf version Europe20 p. + Teaching Note International StrategyIN BRIEFThe case tries to illustrate the evolution of a French conglomerate and its relationshipwith the French state since its inception in 1898. Historically the French state has helpedAlstom from its inception starting from establishing its technological prestige through theTGV project, de-merging Alstom from Alcatel, and finally when refinancing Alstom with abail-out package of 3.4 billion euros to prevent it from going bankrupt. The case tries tounderstand the issues of competitive advantage of nations and the role of the state in thelight of the Alstom example.TOPICSCompetitive advantage of nations; Role of state; International strategy; Competitionpolicy; French business environment; European Commission; Bailout; French engineeringcompany; Alstom; FranceLafarge: from a French cement company to a globalleaderAshok Som Main featuresESSEC Business School, 2004 short internationalEnglish Hardcopy Black & White managementEnglish Pdf version Asia23 p. + Teaching Note + Vidéo India/China comparisonIN BRIEFThe case deals with both the issues of internal restructuring of Lafarge to fuel its externalstrategy of growth and it traces the process of internationalisation of a French cementproducer. The case also examines the basis for globalisation of what many would think ofas a very local business. It presents an opportunity to examine the logic of globalcompetitive moves. A video is available to accompany this case.TOPICSInternationalisation ; Managing global corporations ; Industry consolidation ; Strategy ;Competitive analysis ; Competitive dynamics ; Transnational ; Change ; Restructuring ;Culture ; Co-ordination ; Cross-border integration ; Human Resources ; Buildingmaterials and the cement industry ; FranceIndustry Building materials, cement
  5. 5. LVMH: Career development through internationalmobility Main featuresJean-Luc CerdinESSEC Business School, 2003 International HumanUnder Revision Ressources Management LuxuryEnglish Hardcopy Black & WhiteEnglish Pdf version Ecch European Case20 p. + Teaching Note Awards Category Winner 2006IN BRIEFThis case gives students an opportunity to consider the international transfer policy of aglobal firm. The case also aims at presenting the challenges faced by a multinationalcompany in regards to expatriation. The case helps students answer the followingquestions Why do firms expatriate? and How do firms expatriate? Clearly, mostinternational assignments at Moet-Hennessy Louis Vuitton (LVMH) are part of a careerdevelopment scheme, which explains the specificity of LVMHs international mobilitypolicy. The case gives many clues to understand the rationale behind this policy, such asthe groups structure, growth and history, its human resources needs and its specificmarket. The case aims at exposing the dual nature of an expatriation, with both hardand soft aspects including compensation packages and security benefits, support andintercultural training. The case also helps students reflect upon the determinants of asuccessful expatriation and on the impact of organisational structure on careerdevelopment policies.TOPICSExpatriation; International assignment; Career management; Career development;International careers; International adjustment; Luxury industry; International humanresource management; International talents; International recruitment; Interculturaltraining; Repatriation; Compensation; Security benefitsLVMH: Managing the multi-brand conglomerateAshok SomESSEC Business School, 2004 Main featuresEnglish Hardcopy Black & White Global strategyEnglish Pdf and slideshow version Luxury22 p. + Teaching NoteIN BRIEFThe case discusses the following critical challenges for LVMH: (1) sustaining its organicgrowth strategy; (2) competition strategy; (3) managing multi-brand strategy with starbrands; (4) managing a decentralised conglomerate; (5) leadership and charisma ofBernard Arnault in creating, maintaining and managing a global conglomerate; and (6)people issues in the luxury industry.TOPICSRestructuring; Redesign; Liberalisation; Privatisation; Industry transformation; Indianautomobile industry; Strategy; Change; Cross-culture integration of Indian and Japanesemanagement practices; Co-ordination; Integration; Differentiation; Strategic humanresources; India
  6. 6. Mittal-Steel: Managing the consolidationAshok SomESSEC Business School, 2008 Main featuresEnglish Hardcopy Black & White IndiaEnglish Pdf & slideshow version Europe26 p. + Teaching Note Turnaround Emerging MNCsIN BRIEFThe case discusses: (1) the characteristics of the steel industry, long seen as unattractiveand unprofitable; (2) the prospects for growth in mature and emerging markets withproduct differentiation and R&D; (3) the logic of consolidation and globalisation in thesteel industry; (4) the know-how that Mittal Steel developed in turning sick plants intoprofitable plants and in integrating acquisitions worldwide to create true synergies; and(5) the business models of Arcelor and Mittal given the changing landscape of the steelindustry.TOPICSGlobalisation; Industry consolidation; Steel; Growth; Emerging markets; M&A (mergersand acquisitions); Corporate governance; Management style; Culture; Family business;Arcelor; Indian entrepreneur; Integration; Turnaround; Emerging MNCs (Multinationalcorporations)Moulin RougeCarole Donada ; Jean-Marc Xuereb ; O. Villalon Main featuresESSEC Business School, 2006Under Revision Luxury EntertainmentFrench or English Hardcopy Black & White FranceFrench or English Pdf version Paris38 p. + Teaching Note + Video Prix Wilfrid LaurierIN BRIEFThe case discusses the following critical challenges for LVMH: (1) sustaining its organicgrowth strategy; (2) competition strategy; (3) managing multi-brand strategy with starbrands; (4) managing a decentralised conglomerate; (5) leadership and charisma ofBernard Arnault in creating, maintaining and managing a global conglomerate; and (6)people issues in the luxury industry.TOPICSRestructuring; Redesign; Liberalisation; Privatisation; Industry transformation; Indianautomobile industry; Strategy; Change; Cross-culture integration of Indian and Japanesemanagement practices; Co-ordination; Integration; Differentiation; Strategic humanresources; India
  7. 7. Plaza Athénée Paris: Service innovation in a luxuryhotel Main featuresMichel PhanESSEC Business School, 2007 Luxury Hospitality industryEnglish Multimedia CD-ROM/online version Service MarketingInstructor CD-ROM + 16 videos Innovation ParisIN BRIEFThis case study shows how the Plaza Athenee Paris, a French luxury hotel of theDorchester Collection, has emerged over the years as a reference in service innovation.Via the case, students will discover: (1) the successful innovation process used and thesecrets of this success; (2) strong management leadership; (3) a shared corporateculture; (4) an adapted organisational structure; and (5) a family of highly-motivatedemployees. The key challenge for the hotel remains the maintenance of its leadership interms of service innovation for the years to come without compromising its identity. Inthis case, students are being asked to give recommendations on how to maintain thehotel leadership in terms of service innovations. This multimedia case contains 16interviews with the hotel management team and clients. The instructor version includes acomplete pedagogical guide to conducting class discussion.TOPICSServices marketing; Service innovation; Service management; Hospitality; Luxury;Luxury services; Innovation; Innovation process; Innovation managementPlenium Service InformatiqueJosé-Miguel Gaspar, M. Burlacu Main featuresESSEC Business School, 2009 FinanceEnglish Hardcopy Black & White French LBOEnglish Pdf version Startup20 p. + Teaching NoteIN BRIEFIn early 2006, the CEO of a French IT services startup faces the challenge of buying outthe firms founder and majority partner. The case describes the company and its businessmodel, the structuring of the buyout, and the terms of the deal. The transaction featureda substantial amount of leverage (about 50% of the price), and a holding companystructure eligible for tax integration. Students are asked to evaluate the price, check thedebt capacity of the target, and value the tax benefits of debt utilisation. The case alsoexposes students to the difficulties and risks involved in this kind of deal.TOPICSCorporate finance; Valuation; Leveraged buyouts
  8. 8. Raffles Hotel Singapore Main featuresMichel PhanESSEC Business School, 2009 Luxury Hospitality industry Service MarketingEnglish Multimedia CD-ROM/online version AsiaInstructor CD-ROM + videos SingaporeIN BRIEFThis case study shows how the Raffles Hotel Singapore has been successfully renovatedto its 1915s splendor while preserving its colonial charms and historical heritage. Thisrenovation has met great interests from international guests, especially those from theUSA, UK, Germany, Australia and Japan.However it fails to attract more Asian guests to its premises. Despite its (only) 103 fullyrenovated suites the Raffles Hotel Singapore is still facing the increasing competitionfrom other luxury hotel chains such as the Ritz-Carlton, Four Seasons, Marriott and StRegis. With its average annual occupancy rate of 80%, there is still room forimprovement at the Raffles Hotel Singapore. The key question is how can the hotelattract more Asian guests without discounting neither its prices nor what has made itsuch a unique property in Southeast Asia?Technical notes (A, B & C): Global luxury industryAshok Som, M. Brische, S. ShettyESSEC Business School, 2006 Main featuresEnglish Hardcopy Black & White LuxuryEnglish Pdf version Global approach21 p. /24 p. /8 p. Emerging markets China / IndiaIN BRIEFThis is a three-case series. Technical note A gives a broad overview of the global luxuryindustry. It tries to define the industry, discusses the trends in the industry, demand andsupply and reasons for the intense competition that characterises this sector. It touchesupon the key players, their background, their challenges, their strategies and theirrespective challenges and weaknesses.Technical note B gives an overview of the global luxury industry providing an in-depthanalysis of the luxury industry in emerging markets, notably China and India.Technical note C provides an in-depth analysis of the issues that individual luxurycompanies face and the industry as a whole is facing in emerging markets.TOPICSLuxury; Brands; Competition; Italy; France; Moet Hennessy-Louis Vuitton (LVMH);Richemont; Pinault-Printemps-Redoute (PPR); Gucci; Chanel ; Burberry; Swatch;Hermes; LOreal; Market size; Middle-class; Retail; India; China; Russia;BARBIE: THE AMERICAN I-DOLLM. PhanESSEC Business School, 2005
  9. 9. English Hardcopy Black & White Main featuresEnglish Pdf version Global approach BrandIN BRIEFThis case study is about the global marketing strategyemployed by Mattel Inc to market the Barbie doll around the world. It specifically focuseson Latin America, Middle East and Japan where the doll did not experience the same levelof success. The case helps students understand the cultural (and to some extentreligious) intricacies of developing and marketing a doll such as Barbie. The case alsohighlights the competitive challenges faced by Mattel in Latin America as well as thedistribution and licensing issues in Japan. Finally the case invites the students to think ofthe cultural and religious influences on children’s toy preferences. This case has beendesigned for undergraduate, MBA and other graduate students studying internationalmarketing or cross-cultural management.TOPICSInternational marketing; Consumer behaviour; Children’s preference/behaviour; Cross-cultural management; Political influence; International competition; Distribution;Strategic alliance; Business partnership; National culture; Market research; Marketexpansion strategy; Globalisation; Japan,RED BULL OR BLACK DEVIL?M. PhanESSEC Business School, 2009 Main featuresEnglish Hardcopy Black & White Social responsabilityEnglish Pdf version EthicsIN BRIEFThis case study is about corporate social responsibility (CSR) and ethical issues raised bythe marketing tactics used by Red Bull to market its product in the United States. Itspecifically focuses on distribution and communication issues. The case helps raisestudents’ awareness and interests in ethical marketing and CSR. This case has beendesigned for undergraduate, MBA and other graduate students studying social marketingor CSR management. The case has been intended for classroom discussions only.TOPICSEthics; Corporate social responsibility (CSR); Marketing; Ethical marketing; Distribution;Marketing communication

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