Tình huống nghiên cứu
Duyệt Tình huống nghiên cứu theo Chủ đề "Advertising"
- Ấn phẩmA global brand in a local market. Vol. 4 No.8 2014 [Tài nguyên điện tử](Emerald Group Publishing Limited, 2014) Vardar, Nύkhet; Jacobs-Gray, Noriel; Brown-Roomes, NoreneThis case looks into a well-known global carbonated drinks brand in Turkey and what it has done to become a true global brand with a local touch, especially at hard times when the country was facing a major economic crisis in 2001, and then later in 2008 during the global crisis. In this case, we see how this international brand reacted under these harsh circumstances, what they have done to be able to move closer to the hearts of Turkish consumers. We also see the importance of continuation of marketing and communication efforts for brands when economic conditions are not so good. Consumers are quick to respond to brands which keep talking to them, keeping the dialogue channels open and give those brands credit long after the crisis is over.
- Ấn phẩmBank Z’s communication dilemma during Turkey’s 2001 crisis. Vol.2 No.5 2012 [Tài nguyên điện tử](Emerald Group Publishing Limited, 2012) Vardar, NÜkhetTurkey probably faced the most severe economic crisis after the Second World War in February 21, 2001, when the Turkish Lira was devalued by 94 percent against US dollar just overnight. Against this volatile business environment, Bank Z as one of the major banks in Turkey, was preparing for the launch of a major new marketing and communication plan. In April 2000 Bank Z had set itself the target of “changing the banking concept in Turkey, accomplishing no other bank was able to realize”. So Bank Z was ready to communicate its new consumer banking products when the country started to face rough times. Especially financial institutions and banks were encountering serious trust issues. Bank Z on the other hand, had grouped its products according to their line of financial expertise in five groups with the aim of having specialized personnel in these different areas, serving clients in the best possible way. Furthermore, the bank was aiming to realize 80 percent of its transactions via telephone and internet banking. Therefore, Bank Z had undertaken major technological investments in order to be able to deliver these services. But under these volatile economic conditions, should they go ahead with the campaign? Or should they postpone the campaign? Or should they realize it with a reduced frequency and budget? What if they postpone and one of the competitors start a new advertising campaign with similar propositions? The case tries to answer these critical questions with the help of market data, showing the likely course of business decisions can take in an emerging country just under 24 hours.
- Ấn phẩmKulula.com : now anyone can fly in South Africa [Tài nguyên điện tử](Emerald Group Publishing Limited, 2011) Townsend, Stephanie; Bick, Geoff
- Ấn phẩmMobile marketing at Turkcell : Turkey’s leading mobile operator [Tài nguyên điện tử](Emerald Group Publishing Limited, 2011) Toker, Aysegul; Varnali, Kaan; Yilmaz, Cengiz
- Ấn phẩmMorocco’s Novatis Group : diaper manufacturing in a developing country [Tài nguyên điện tử](Emerald Group Publishing Limited, 2012) Taj, Shahram; Badaa, Souheil; Garcia-DeLeone, Sarena; George, Beena
