On January 27, 2012, the Spanish airline Spanair announced that it was ceasing operations. A few days later, Ryanair CEO Michael O’Leary opportunistically unveiled the Irish company’s new routes to Spain during a press conference at Bilbao airport. Spanair workers, who organized protests following the airline closure, accused Ryanair of trying to force the...
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IESE Cases
Vueling: Beyond Low Cost
Primark: £10? Ooh that’s Expensive!
On August 5th, 2010, Paul Marchant, the CEO of the UK’s wildly popular discount clothier Primark, announced a new store opening on the poor relation end of London’s Oxford Street. The Primark store on the opposite end, up-scale Marble Arch, had opened in 2007 and, despite concerns about its location among higher end retailers,...
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Teens Today, Young Adults in 2020
The future and sustainability of many companies will depend to a great extent on teenagers¿ behavior and attitudes toward consumption. As such, getting to know this key group now will pay off in the long term when they become young adults. Based on the latest findings of an international study of teenagers across eight...
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The Fall and Return of Pokémon
The Fall and Return of Pokémon IESE (España) In 2000, the Pokémon franchise saw its glory begin to fade. Gone was the idea that Pokémon would become a classic toy rivalling the likes of Barbie and Donald Duck. Those responsible for the franchise were forced to rethink their strategy to re-enter the child and...
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Starbucks: Addressing the Dangers of Success
Comín, Marta; Nueno Iniesta, José Luis IESE (España) In 2008 the Starbucks chain of cafés was having to face an unprecedented crisis. Its accelerated growth was beginning to threaten the company’s sophisticated image. Should they try and check this growth, or on the contrary, should they consider breaking into new sectors of the market?...
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Big Brother: Endemol’s Big Hit
This case describes the history of the Big Brother television show format, thought up by Endemol, which represent the global launchof the “reality show” concept. Following years of extraordinary success, Endemol and its Spanish subsidiary Zeppelín are thinking about how to vary the format to recover audience viewing levels. Fillat D.; Nueno Iniesta,...
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Santander-Serfín: Revitalizing the Payment Systems Business
In June 2001, Ramón Tellaeche, director of products and marketing at Banco Santander Serfín in Mexico, was considering the commercial strategy which the means of payments division should follow over the following months in order to achieve its ambitious commercial objectives. Marcial Portela, general manager of Grupo Santander’s Americas Division, had set the objective...
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Real Madrid Club de Fútbol
In June 2004, Florentino Perez, a well-known Spanish businessman, was elected president of Real Madrid, one of the world’s top soccer clubs. In his campaign, Perez had promised to turn around the club’s finances, bring in world-class talent, and expand the club’s brand around the world through multiple channels. As re-election looms four years...
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Philips Bets on Recordable DVD: Conflicting Technologies
DVDs were the biggest success ever in consumer electronics, but it seemed that many consumers missed being able to record on DVD, as they did with their VCR. Moreover, research showed that they were willing to pay premium for recording. Was this the right moment to launch the first DVD Recorder in Europe? Early...
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Rituals: Enrich Your Life
Rituals, an innovative concept in the area of home and body cosmetics, was born within the European Home and Personal Care (HPC) division of Unilever. In 2003 the company faced several challenges as it prepared to roll out its brand to other European nations, reconsider its distribution channels or find financial resources or partners...
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