Case studies

Full package

By default, all case studies and accompanying data sets are packaged with the Enginius software. The case studies, data sets, and case solutions (only available to instructors) will appear in dropdown menus on the left of the screen.

Individual cases

You also have the possibility to configure Enginius licenses to only include a subset of case studies, or even just one. When you do so, make sure you include the models needed to run them as well.

Models

Check the marketing analytic models you are interested in, and we will just display the corresponding case studies

Dürr Environmental case study (segmentation, conjoint)

Dürr Environmental (segmentation, conjoint) Try it! In early 2007, Dürr Environmental Controls, a German conglomerate with capabilities in this arena and extensive industrial operations in the US, was considering entering the US with one or more offerings.  A variety of features and capabilities are available to Dürr in considering market entry.  Dürr is one of …

Kirin Beer case study (segmentation, conjoint, positioning)

Kirin Beer (segmentation, conjoint, positioning) Try it! Kirin is a robust case involving multiple models.  Kirin (a Japanese beer producer) is faced with expanding US sales where a competitor (Sapporo) outsells them.  Kirin is contemplating introducing new products to boost sales but must determine 1) the target markets and 2) the product attributes that will …

ConneCtor PDA case study (segmentation)

ConneCtor PDA (segmentation) Try it! The case presents a standard segmentation and targeting challenge facing Netlink in the early days of the smart phone market.  Students are asked to explore the essential elements of a segmentation study and the challenges faced in analyzing data collected and providing management insight based on the analysis.  This case …

Can the Bunny Hop? case study (positioning)

Can the Bunny Hop? (positioning) Try it! This product positioning case explores the challenges facing Nutrine’s managers as they face stiff competition in the crowded gum and mint market. Students are asked to prepare recommendations for management as brand extensions are considered. Managerially complex 80% A case study is deemed managerially complex when its solution …

ISBM case study (segmentation, positioning)

ISBM (segmentation, positioning) Try it! The ISBM is a non-profit global network of researchers and practitioners headquartered at Pennsylvania State University, largely supported by corporate membership fees. ISBM membership renewal was under pressure in 2008 due the economic downturn, the ISBM needed to determine how best segment and target its existing and prospective members to …

Blackberry case study (positioning)

Blackberry (positioning) Try it! This product positioning case investigates the decisions being made by Research In Motion (RIM) as it considers an extension to the Blackberry smart phone.   It evaluates data gathered from smart phones users (several brands) and the features important to those users.  Students are challenged to determine the best approach to position …

Forte Hotel case study (conjoint, segmentation)

Forte Hotel (conjoint, segmentation) Try it! Forte hotel uses the Conjoint and Segmentation models to analyze customers’ preferences across a number of attributes under consideration during hotel design.  This case requires the evaluation and analysis of various bundles of attributes to determine the best combinations of attributes across multiple segments of customers.  This case demonstrates …

Heineken case study (positioning)

Heineken (positioning) Try it! Heineken NV. (HNV) is determining how to target the existing beer consumer in Spain while optimizing opportunities to attract new consumers. HNV is considering if its flagship Heineken brand and other brands it housed within the Spanish market (Amstel and Cruzcampo) were positioned effectively to reach the most important target markets. …

Pacific Brands case study (segmentation)

Pacific Brands (segmentation) Try it! Pacific Brand Limited (an Australian lingerie manufacturer) is facing a new “normal” of a slow, extended period of economic recovery.  Having just launched two new higher-end products, management is seeing a trend of trading down from department store product lines to discount store brands and private labels. Students are challenged …

FLIP Side of Segmentation case study (segmentation)

FLIP Side of Segmentation (segmentation) Try it! FLIP (www.learnwithflip.com) was incorporated with a vision of becoming India’s largest e-training and certification organization in the banking and financial services (BFS) industry.  Targeting such training and certification is critical to FLIP’s success.  Students are challenged to evaluate a questionnaire, analyze the market based on the respondent data …

Bookbinders case study (predictive)

Bookbinders Book Club (predictive) Try it! The Bookbinders Book Club (BBC) was established in 1986 for the purpose of selling books through direct marketing.  BBC built and maintains a detailed database of its members and is developing a program to improve the efficacy of its direct mail program.  Under consideration are three modeling approaches to …

Ford Hybrid Cars case study (bass forecasting)

Ford Hybrid Cars (bass forecasting) Try it! Set in the early years of the hybrid car introduction to the mass market, Ford must develop a sales forecast for its new line of hybrids to determine factory resources. Using the Bass forecasting model, Ford must determine how hybrid market share will increase in the existing gasoline …

Syntex Laboratories case study (resource allocation)

Syntex Laboratories (resource allocation) Try it! This case provides a vehicle for discussing issues such as resource allocation, judgmental calibration of response models and implementation. The work in the case received the Edelman Prize in 1988 and the associated videotape gives a fascinating view of the process and describes the outcome. * Please note this …

C-Tek Corporation case study (resource allocation)

C-Tek Corporation (resource allocation) Try it! In this resource allocation case, C-Tek Corporation must determine how to best allocate its existing sales reps and whether it is profitable to add additional reps. Managerially complex 40% A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is …

John French CALLPLAN case study (resource allocation)

John French CALLPLAN (resource allocation) Try it! Salesman John French is trying to determine how to best cover the stores in his territory. Using resource allocation, John determines how often to visit each store per quarter. Managerially complex 20% A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive …

Northern Aero case study (lifetime value)

Northern Aero (lifetime value) Try it! Northern Aero is determining the value of their customer as well as their airline loyalty program. Using customer lifetime value, Northern Aero must determine the value of each customer segment and the return on investment of its loyalty program. Managerially complex 30% A case study is deemed managerially complex …

Suzlon case study (GE McKinsey matrix)

Suzlon (GE McKinsey matrix) Try it! Suzlon is a global player in the wind turbine industry. Suzlon must determine how its offerings compare to its competitors and what international markets to pursue. Managerially complex 30% A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is …

Convergys case study (GE McKinsey matrix)

Convergys (GE McKinsey matrix) Try it! Headquartered in Cincinnati, OH, Convergys is one of the world’s leadin providers of contract-based business process outsourcing services such as customer care (both inbound and outbound call handling for sales, marketing,and tech support), information management (e.g., billing and processing), and HR administration (employee care services such as benefits and …

Addison Wesley Longman case study (GE McKinsey matrix)

Addison Wesley Longman (GE McKinsey) Try it! Publisher Addison Wesley Longman (AWL) is trying to determine how to prioritize promotional resources for three new textbooks. Using the GE McKinsey Matrix, AWL must determine which book(s) best match its strategic objectives. Managerially complex 20% A case study is deemed managerially complex when its solution is ambiguous, …

The Gabriel Hansen Cancer Foundation case study (predictive)

The Gabriel Hansen Cancer Foundation (predictive) Try it! The Gabriel Hansen Foundation is a separate legal entity. A nonprofit organization whose mission is to raise money to finance the Gabriel Hansen Institute’s research activities. But after a few years of rapid growth, the amount of funds the Institute as able to raise flattened out, while …