{"id":2335,"date":"2018-08-24T08:50:20","date_gmt":"2018-08-24T08:50:20","guid":{"rendered":"https:\/\/www.enginius.biz\/?page_id=2335"},"modified":"2019-12-01T08:04:18","modified_gmt":"2019-12-01T08:04:18","slug":"case-studies","status":"publish","type":"page","link":"https:\/\/www.enginius.biz\/index.php\/instructors\/case-studies\/","title":{"rendered":"Case studies"},"content":{"rendered":"\t\t
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Case studies<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tFull package\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tBy 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.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tIndividual cases\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tYou 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.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Models<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Check the marketing analytic models you are interested in,\nand we will just display the corresponding case studies<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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All<\/a><\/div>
BASS FORECASTING<\/a><\/div>
CONJOINT ANALYSIS<\/a><\/div>
GE McKINSEY MATRIX<\/a><\/div>
LIFETIME VALUE<\/a><\/div>
NETWORK ANALYSIS<\/a><\/div>
PANEL DATA ANALYSIS<\/a><\/div>
POSITIONING<\/a><\/div>
PREDICTIVE MODELING<\/a><\/div>
PRICE OPTIMIZATION<\/a><\/div>
RESOURCE ALLOCATION<\/a><\/div>
SEGMENTATION<\/a><\/div>
SENTIMENT ANALYSIS<\/a><\/div><\/div><\/div>
\"abb-logo-400\"<\/a>

ABB Electric case study (predictive)<\/a><\/h3>PREDICTIVE MODELING<\/a><\/span><\/div><\/div><\/div>

ABB Electric case study (predictive)<\/a><\/h4>
ABB Electric (predictive) Try it! ABB Electric faced a flat market for electric equipment (e.g., transformers, breakers, relays) used by electrical utilities to distribute power.\u00a0The company was exploring options to increase market share by identifying\u00a0\u201cswitchable\u201d customers, i.e., customers who are currently buying products from competitors, but could potentially switch to ABB through additional marketing efforts …

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\"hansenfoundation\"<\/a>

The Gabriel Hansen Foundation case study (lifetime value)<\/a><\/h3>LIFETIME VALUE<\/a><\/span><\/div><\/div><\/div>

The Gabriel Hansen Foundation case study (lifetime value)<\/a><\/h4>
The Gabriel Hansen Foundation (lifetime value) Try it! The Gabriel Hansen Foundation is a nonprofit organization whose mission is to raise money to finance the Gabriel Hansen Institute\u2019s research activities. After a few years of rapid growth, the amount of funds the Institute was able to raise flattened out, while the Institute’s needs continued to …

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\"essec-emba-logo-320×320\"<\/a>

ESSEC EMBA case study (segmentation)<\/a><\/h3>SEGMENTATION<\/a><\/span><\/div><\/div><\/div>

ESSEC EMBA case study (segmentation)<\/a><\/h4>
Customizing ESSEC Business School\u2019s Executive MBA (segmentation) Try it! Set in 2022, ESSEC Business School\u00a0wishes to improve the experience (and ranking) of the Executive MBA program and customize its content to the varying needs of the audience. School management decided to survey current and past participants and ask them about their motivations for joining the …

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\"blue-apron-logo-320×320\"<\/a>

Blue Apron case study (panel, network)<\/a><\/h3>NETWORK ANALYSIS<\/a>, PANEL DATA ANALYSIS<\/a><\/span><\/div><\/div><\/div>

Blue Apron case study (panel, network)<\/a><\/h4>
Blue Apron Influencer Marketing (panel, network) Try it! Set in 2022, the Blue Apron case is structured to help students take a deep dive into the data about Instagram influencers and their posts. Students are asked to provide recommendations to improve the influencer marketing programs for the company, and to explore whether and how to use …

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\"robinhood-logo\"<\/a>

Robinhood case study (sentiment)<\/a><\/h3>SENTIMENT ANALYSIS<\/a><\/span><\/div><\/div><\/div>

Robinhood case study (sentiment)<\/a><\/h4>
Planning Robinhood\u2019s Response to the GameStop Debacle (sentiment analysis) Try it! Set in 2021, the\u00a0Robinhood case tracks the sentiments expressed via Twitter as Robinhood (the discount, online investment platform) processed orders for GameStop stock during January 2021. The volatile nature of GameStop trading caused Robinhood to take some restrictive measures that were not popular with …

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\"microsoft-logo-320×320\"<\/a>

Telepresence case study (bass)<\/a><\/h3>BASS FORECASTING<\/a><\/span><\/div><\/div><\/div>

Telepresence case study (bass)<\/a><\/h4>
Forecasting Adoption of Telepresence Robot Technology (bass forecasting) Try it! In 2016, Microsoft explores the possible entry into the remote telepresence robot market. Using the Bass forecasting model, students must develop a 10 year forecast for robotic telepresence penetration in the US market based on a scenario that they develop (pessimistic, optimistic, etc. scenario for …

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\"mobile-games-logo\"<\/a>

Mobile Game Apps case study (panel, sentiment)<\/a><\/h3>PANEL DATA ANALYSIS<\/a>, SENTIMENT ANALYSIS<\/a><\/span><\/div><\/div><\/div>

Mobile Game Apps case study (panel, sentiment)<\/a><\/h4>
Mobile Games (sentiment analysis) Try it! Set in 2014, Mobile Apps is a case about the mobile app games market.\u00a0 It requires the application of Excel\u2019s Pivot Tables, Text and Sentiment analysis, and Panel Regression to determine whether a new game app is likely to be successful (profitable), what features (type of game, whether it …

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\"abcdemail\"<\/a>

ABCDEmail: search engine analytics case study (panel)<\/a><\/h3>PANEL DATA ANALYSIS<\/a><\/span><\/div><\/div><\/div>

ABCDEmail: search engine analytics case study (panel)<\/a><\/h4>
ABCDEmail: search engine analytics (panel) Try it! Set in 2016-17, the case involves an email marketing company (anonymized) that used paid search campaigns and tracked keyword performance over a one-year period to understand how different keywords influenced impressions, clickthroughs, and sales.\u00a0 The analyses using Excel\u2019s Pivot Tables and Panel Regression of a large data set …

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\"durr\"<\/a>

D\u00fcrr Environmental case study (segmentation, conjoint)<\/a><\/h3>CONJOINT ANALYSIS<\/a>, SEGMENTATION<\/a><\/span><\/div><\/div><\/div>

D\u00fcrr Environmental case study (segmentation, conjoint)<\/a><\/h4>
D\u00fcrr Environmental (segmentation, conjoint) Try it! In early 2007, D\u00fcrr 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.\u00a0 A variety of features and capabilities are available to D\u00fcrr in considering market entry.\u00a0 D\u00fcrr is one of …

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\"kirin\"<\/a>

Kirin Beer case study (segmentation, conjoint, positioning)<\/a><\/h3>CONJOINT ANALYSIS<\/a>, POSITIONING<\/a>, SEGMENTATION<\/a><\/span><\/div><\/div><\/div>

Kirin Beer case study (segmentation, conjoint, positioning)<\/a><\/h4>
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 appeal to each market segment.<\/div><\/div><\/article><\/div>
\"connector\"<\/a>

ConneCtor PDA case study (segmentation)<\/a><\/h3>SEGMENTATION<\/a><\/span><\/div><\/div><\/div>

ConneCtor PDA case study (segmentation)<\/a><\/h4>
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.\u00a0 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.\u00a0 This case …

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\"infiniti\"<\/a>

Infiniti G20 case study (positioning)<\/a><\/h3>POSITIONING<\/a><\/span><\/div><\/div><\/div>

Infiniti G20 case study (positioning)<\/a><\/h4>
Infiniti G20 (positioning) Try it! In April 1990, Nissan\u2019s Infiniti division planned to introduce the G20 in the United States, adding a third model to the existing Infiniti line.\u00a0 Existing sales data as well as survey data is used to gain insight of the perception of the G20 vs its competitors and evaluate which attributes …

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\"connector\"<\/a>

ConneCtor PDA case study (positioning)<\/a><\/h3>POSITIONING<\/a><\/span><\/div><\/div><\/div>

ConneCtor PDA case study (positioning)<\/a><\/h4>
ConneCtor PDA (positioning) Try it! This is one of two cases involving the ConneCtor Personal Digital Assistant (PDA) in the early days of the smart phone market.\u00a0 Students are asked to evaluate the market perceptions of various hand held devices and determine which attributes are most critical to users in various segments and evaluate if …

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\"nutrine-logo\"<\/a>

Can the Bunny Hop? case study (positioning)<\/a><\/h3>POSITIONING<\/a><\/span><\/div><\/div><\/div>

Can the Bunny Hop? case study (positioning)<\/a><\/h4>
Can the Bunny Hop? (positioning) Try it! This product positioning case explores the challenges facing Nutrine\u2019s 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 …

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\"ISBM<\/a>

ISBM case study (segmentation, positioning)<\/a><\/h3>POSITIONING<\/a>, SEGMENTATION<\/a><\/span><\/div><\/div><\/div>

ISBM case study (segmentation, positioning)<\/a><\/h4>
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 …

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\"Blackberry\"<\/a>

Blackberry case study (positioning)<\/a><\/h3>POSITIONING<\/a><\/span><\/div><\/div><\/div>

Blackberry case study (positioning)<\/a><\/h4>
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.\u00a0\u00a0 It evaluates data gathered from smart phones users (several brands) and the features important to those users.\u00a0 Students are challenged to determine the best approach to position …

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\"forte\"<\/a>

Forte Hotel case study (conjoint, segmentation)<\/a><\/h3>CONJOINT ANALYSIS<\/a>, SEGMENTATION<\/a><\/span><\/div><\/div><\/div>

Forte Hotel case study (conjoint, segmentation)<\/a><\/h4>
Forte Hotel (conjoint, segmentation) Try it! Forte hotel uses the Conjoint and Segmentation models to analyze customers\u2019 preferences across a number of attributes under consideration during hotel design.\u00a0 This case requires the evaluation and analysis of various bundles of attributes to determine the best combinations of attributes across multiple segments of customers.\u00a0 This case demonstrates …

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\"heineken\"<\/a>

Heineken case study (positioning)<\/a><\/h3>POSITIONING<\/a><\/span><\/div><\/div><\/div>

Heineken case study (positioning)<\/a><\/h4>
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. …

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\"pacific\"<\/a>

Pacific Brands case study (segmentation)<\/a><\/h3>SEGMENTATION<\/a><\/span><\/div><\/div><\/div>

Pacific Brands case study (segmentation)<\/a><\/h4>
Pacific Brands (segmentation) Try it! Pacific Brand Limited (an Australian lingerie manufacturer) is facing a new \u201cnormal\u201d of a slow, extended period of economic recovery.\u00a0 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 …

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\"zack\"<\/a>

Zach’s Garage case study (price optimization)<\/a><\/h3>PRICE OPTIMIZATION<\/a><\/span><\/div><\/div><\/div>

Zach’s Garage case study (price optimization)<\/a><\/h4>
Zach’s Garage (price optimization) Try it! Zach (once a musician) opens a garage where bands can perform and fans can enjoy the music (for free) as a community service. Zach soon see the folly of his plan and now needs to find a price point that is affordable, but covers his costs of his performance …

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\"flip\"<\/a>

FLIP Side of Segmentation case study (segmentation)<\/a><\/h3>SEGMENTATION<\/a><\/span><\/div><\/div><\/div>

FLIP Side of Segmentation case study (segmentation)<\/a><\/h4>
FLIP Side of Segmentation (segmentation) Try it! FLIP (www.learnwithflip.com) was incorporated with a vision of becoming India\u2019s largest e-training and certification organization in the banking and financial services (BFS) industry.\u00a0 Targeting such training and certification is critical to FLIP\u2019s success.\u00a0 Students are challenged to evaluate a questionnaire, analyze the market based on the respondent data …

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\"book\"<\/a>

Bookbinders case study (predictive)<\/a><\/h3>PREDICTIVE MODELING<\/a><\/span><\/div><\/div><\/div>

Bookbinders case study (predictive)<\/a><\/h4>
Bookbinders Book Club (predictive) Try it! The Bookbinders Book Club (BBC) was established in 1986 for the purpose of selling books through direct marketing.\u00a0 BBC built and maintains a detailed database of its members and is developing a program to improve the efficacy of its direct mail program.\u00a0 Under consideration are three modeling approaches to …

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\"ford\"<\/a>

Ford Hybrid Cars case study (bass forecasting)<\/a><\/h3>BASS FORECASTING<\/a><\/span><\/div><\/div><\/div>

Ford Hybrid Cars case study (bass forecasting)<\/a><\/h4>
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 …

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\"syntex\"<\/a>

Syntex Laboratories case study (resource allocation)<\/a><\/h3>RESOURCE ALLOCATION<\/a><\/span><\/div><\/div><\/div>

Syntex Laboratories case study (resource allocation)<\/a><\/h4>
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 …

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\"ctek\"<\/a>

C-Tek Corporation case study (resource allocation)<\/a><\/h3>RESOURCE ALLOCATION<\/a><\/span><\/div><\/div><\/div>

C-Tek Corporation case study (resource allocation)<\/a><\/h4>
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 …

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\"french\"<\/a>

John French CALLPLAN case study (resource allocation)<\/a><\/h3>RESOURCE ALLOCATION<\/a><\/span><\/div><\/div><\/div>

John French CALLPLAN case study (resource allocation)<\/a><\/h4>
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 …

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\"northern\"<\/a>

Northern Aero case study (lifetime value)<\/a><\/h3>LIFETIME VALUE<\/a><\/span><\/div><\/div><\/div>

Northern Aero case study (lifetime value)<\/a><\/h4>
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 …

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\"suzlon\"<\/a>

Suzlon case study (GE McKinsey matrix)<\/a><\/h3>GE McKINSEY MATRIX<\/a><\/span><\/div><\/div><\/div>

Suzlon case study (GE McKinsey matrix)<\/a><\/h4>
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 …

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\"syphone\"<\/a>

SyPhone case study (lifetime value)<\/a><\/h3>LIFETIME VALUE<\/a><\/span><\/div><\/div><\/div>

SyPhone case study (lifetime value)<\/a><\/h4>
Syphone (lifetime value) Try it! In this case, Syphone is a cell phone company trying to understand the value of their existing customer base. Using customer lifetime value, Syphone must determine the value of existing customer segments and determine how much a new prospective customer is worth. Managerially complex 30% A case study is deemed …

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\"convergys\"<\/a>

Convergys case study (GE McKinsey matrix)<\/a><\/h3>GE McKINSEY MATRIX<\/a><\/span><\/div><\/div><\/div>

Convergys case study (GE McKinsey matrix)<\/a><\/h4>
Convergys (GE McKinsey matrix) Try it! Headquartered in Cincinnati, OH, Convergys is one of the world\u2019s 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 …

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\"addison\"<\/a>

Addison Wesley Longman case study (GE McKinsey matrix)<\/a><\/h3>GE McKINSEY MATRIX<\/a><\/span><\/div><\/div><\/div>

Addison Wesley Longman case study (GE McKinsey matrix)<\/a><\/h4>
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, …

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\"hansenfoundation\"<\/a>

The Gabriel Hansen Cancer Foundation case study (predictive)<\/a><\/h3>PREDICTIVE MODELING<\/a><\/span><\/div><\/div><\/div>

The Gabriel Hansen Cancer Foundation case study (predictive)<\/a><\/h4>
The Gabriel Hansen Cancer Foundation (predictive) Try it! The Gabriel Hansen Foundation is a nonprofit organization whose mission is to raise money to finance the Gabriel Hansen Institute\u2019s research activities. After a few years of rapid growth, the amount of funds the Institute was able to raise flattened out, while the Institute’s needs continued to …

Continue reading \"The Gabriel Hansen Cancer Foundation case study (predictive)\"<\/span><\/a><\/p><\/div><\/div><\/article><\/div><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

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 … <\/p>\n

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