The Chilean automotive industry has some distinctive characteristics that make it one of the most competitive in the world. In Chile you can find a large number of brands from all over the world, with an established offer of more than 1,400 models and versions dominated by the functionality and a strong ratio quality-price of [...]
Executive Summary Business Vision The Online Educational Support System will provide a web based academic coordinator manager system for Universities, Professional Institutes and Technical Training centers that give professional training services to persons and companies under the ISO 9001: 2008 and the Chilean 2728 Quality Norms, we are talking about the Technical Training Agencies, the [...]
When we think in a company´s corporate image we can assimilate this concept to persons or human beings, which have a personality, a way of behaving or specific cultural backgrounds. In that line, the principal criteria for building a corporate identity have different factors, as same as the individuals have. The most important is related [...]
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Introduction During the year 2008 the satellite pay-tv company DirecTV (DTV) developed an interesting marketing campaign in Chile, focusing on a specific strategy for the re-launch of their prepaid satellite TV service. We will analyze the reaches of this campaign and the considerations for a potential adaption to the US market. The Chilean Marketing Communication [...]
Introduction The present report is to analyze a marketing communication campaign that has been developed in the country of Chile and the needs to adapt it to the United Kingdom European Union (EU) country. We will consider the differences between both countries and what we need to make a successful adaptation. The original campaign was [...]
One of the major challenges for companies in these days is the development and implementation of their marketing communications strategy in a global basis. Companies that have operations abroad need to make decisions concerning to their brand and how they will promote it. Some of the questions are: Will the firm have local brands in [...]
Introduction The focus of the present paper is to understand why the pharmaceutical companies Eli Lilly and Pfizer failed in the introduction of what was supposed to be priced premium innovative products like the 100% pure synthetic insulin “Humulin” or the inhalable insulin “Exubera” and make the correspondent recommendations for the future develop of the [...]
As we saw in the Eli Lilly case, the company tried to sell products like the synthetic insulin Humulin, where really there was no market that has willing to pay premium prices, no pain found, and as Adams (2002) tells us, first we have to validate the market and ask what product customers want. In this [...]
The company DoCoMo built their strategy for its “i-mode” service around some competitive advantages related with the exclusiveness and restricted access of their for-subscribers content. One main difference form other mobile carriers was that this content was provided by third party partners. Another brilliant decision was to use young people as initial target customers, because [...]
It´s amazing how the iPod was developed. We can make the questions, what drives an innovative product? The technology, the idea, the adaptation to the need of the potential customers? Maybe it´s all of it. The insights that Steve Jobs gives us can bring some lights. Innovation it´s not a process, it comes from the passion [...]
The company Schwab has faced diverse threats and opportunities within its life. The first one was in 1975 when the government deregulated the brokerage commissions, permitting the companies to change their strategies on how they competed increasing the rivalry of the existing companies or the potentially new ones (Schilling, 2008). Schwab took advantages of this, [...]
In the year 1999 the LED technology had some difficulties remaining to the product itself, like being expensive, difficult to install, not very bright and not come in white lightning. But by the other hand, had some interesting and unique characteristics like having rich saturated colors, could be programed to run automatically in sequence of changing [...]
The company Genzyme and their starting product Ceredase are clear examples of a firm that went beyond innovation, reaching the status of a real entrepreneurship firm. The company started its operation in the year 1981, and was formed by a group of scientist that worked investigating genetically inherited enzyme diseases. In further years they generated excellent [...]
Brief Story of Brazil Brazil is the 5th largest economy in the world, and by coincidence is also the 5th country by population and area, with an estimate population of 200 million people toward the year 2007. In his history has been an important source of raw materials and natural resources like coffee, sugar, soy [...]
As the world has become more competitive, global and complex every year, it is important to have information and a benchmark tool to analyze and understand how countries perform. In this scenario, for more than 30 years, the World Economic Forum´s annual Global Competitiveness Reports has elaborate The Global Competitiveness Index (GCI) that measures the productivity, [...]
To understand national cultures and how they vary depending on specific countries, the social psychologist Geert Hofstede conducted one of the most comprehensive studies of how values in the workplace are influenced by culture (Hofstede, 2012) based in 4 value dimensions. With this in mind, we have to discover if the management style has to be [...]
The world known Cirque du Soleil is at this days the largest cultural export company of Canada (Nestruck, 2009), growing to a truly global entertainment transnational. According to his founder Mr. Laliberté the revenues in the year 2010 arrived to $850 million, estimating to reach $ 1 billion in 2011 (Sylt, C. & Reid, C., 2011). [...]
Executive Summary Wendy´s is a restaurant chain that is immersed in the Fast Food Restaurant Industry where we can find companies that compete in different segments, being Burger, Sandwich, Snacks/Beverages, Chicken and Pizza the most important. By system wide sales, Wendy´s Company is the number 4 in the US; behind McDonalds, Subway and Burger King, [...]