Catalogue ESSEC business cases

77 Avenue des Champs Elysées Ingrid Nappi-Choulet ESSEC Business School, 2008

English & French Multimedia CD-ROM/online version

Instructor CD-ROM + 8 instructor videos

IN BRIEF This case study places students in the position of a property asset manager who must

analyse the Paris commercial property market of 2002 and make a decision on whether

or not to sell a property on the Champs-Elysees. In studying the case, students will

discover Grosvenor, one of the largest UK-based real estate investors and developers in

Europe and worldwide. They will also learn how to analyse property markets and manage

a cash flow analysis. Students have to decide if this is the best time to sell the property.

This case contains 15 minutes of video: 4 interviews with Grosvenor's members

(managing director, head of asset management, and financial planning manager).

Photos, graphs and figures illustrate the short texts and make the case user friendly. The

instructor version includes a detailed teaching manual with a PowerPoint presentation

and corrections of Excel sheets.

TOPICS Real estate; Paris; France; Office market; Retail market; Property market; Cash flow

analysis; Commercial property market; Valuation

Adidas and the renewal of the football shoes Thierry Lardinoit, Emmanuelle Le Nagard, V. Montalescot ESSEC Business School, 2007

English Multimedia CD-ROM/online version

Instructor CD-ROM + videos

IN BRIEF This multimedia case study puts students in the shoes of the marketing manager of the

football division of adidas, at the end of 2002. He has to prepare an important meeting at

the headquarters of adidas in Germany, in order to prepare the strategic marketing plan

for the next few years. In the first part of the case, students will have to start by

convincing the different marketing managers of adidas to allocate more money for the

football division and will then have to determine the best strategy for adidas in terms of

core target and brand positioning. In the second part of the case, students will have to

help the marketing manager to develop and launch a new football boot, by writing a brief

for both the design and the advertising agency. This case contains 18 minutes of video:

television (TV) advertisements and presentations by the football marketing manager.

TOPICS New product launch; New product development; Marketing strategy; Sports marketing;

Segmentation; Positioning

Main features

cross-disciplinary case

Real Estate

Europe

Paris

Main features

Sport industry

Marketing plan

Europe

Barbie: the American I-Doll Michel Phan

ESSEC Business School, 2005

English Hardcopy Black & White

English Pdf version

14 p. + Teaching Note

IN BRIEF This case study is about the global marketing strategy employed by Mattel Inc to market

the Barbie doll around the world. It specifically focuses on Latin America, Middle East and

Japan where the doll did not experience the same level of success. The case helps

students understand the cultural (and to some extent religious) intricacies of developing

and marketing a doll such as Barbie. The case also highlights the competitive challenges

faced by Mattel in Latin America as well as the distribution and licensing issues in Japan.

Finally the case invites the students to think of the cultural and religious influences on

children’s toy preferences. This case has been designed for undergraduate, MBA and

other graduate students studying international marketing or cross-cultural management.

The case has been intended for classroom discussions only.

TOPICS International marketing; Consumer behaviour; Children’s preference/behaviour; Cross-

cultural management; Political influence; International competition; Distribution;

Strategic alliance; Business partnership; National culture; Market research; Market

expansion strategy; Globalisation; Japan,

Benq-Siemens : globalization of production and markets (A & B) Anastasios Karamanos



English Pdf version


IN BRIEF BenQ Mobile Division has just merged with the Siemens Mobile Division and needs to

establish the source of competitive advantage for the combined entity. There is detailed

discussion of the situations of the two partners before the merger, the challenges they

were facing, and the logic for the merger. What is the appropriate international strategy

for BenQ-Siemens to deliver market share growth in global mobile handset market? Does

BenQ-Siemens have a distinct dual advantage of being both low-cost and differentiated?

TOPICS Mergers and acquisitions (M&A); Telecommunication industry; Synergies in M&A; Mobile

devices markets; Restructuring; Cultural issues in acquisitions

Main features

Global marketing

Latin America

Middle East Cultural Issues

Main features

Europe

Korea

Mergers & Acquisitions

Danone Dairy Turkey: Brand portfolio strategy Danielle Viens


English & French Multimedia CD-ROM/online version

Instructor CD-ROM + Videos

IN BRIEF This multimedia case study shows how to overcome a difficult business situation and to

achieve market leadership. It puts you in the position of the marketing manager of

Danone Dairy Turkey in 2002, when the country went through a severe economic crisis.

Sales volumes and profitability collapsed and the company had to completely reconsider

its strategy and marketing plans. You have to analyse the business environment,

competition, Danone's brand portfolio performance and try to make the best decisions to

reignite top line growth. You will discover the specifics of marketing management in an

emerging economy and in particularly challenging business conditions. The instructor

version includes a detailed teaching manual with a PowerPoint presentation and

corrections of Excel sheets.

TOPICS Brand portfolio; Pricing policy; Brand strategy; Emerging economy; Marketing budget;

Economic crisis

Danone Group: Rumours of Takeovers Francis Declerck



English Pdf version

9 p.

IN BRIEF The case is based on reports of rumours of takeover on Danone group in July 2005. It is

focused on defence mechanisms against takeover before and after the announcement of

takeover, and also on possible measures to face rumours.

TOPICS Finance. Takeovers; Mergers&Acquisitions; Anti-Takeover defense mechanisms

Main features

Global marketing

Latin America

Middle East Cultural Issues

Main features

Global finance

France

Evolution of Alstom: Role of the french state Ashok Som; Boris Gbahoue



English Pdf version


IN BRIEF The case tries to illustrate the evolution of a French conglomerate and its relationship

with the French state since its inception in 1898. Historically the French state has helped

Alstom from its inception starting from establishing its technological prestige through the

TGV project, de-merging Alstom from Alcatel, and finally when refinancing Alstom with a

bail-out package of 3.4 billion euros to prevent it from going bankrupt. The case tries to

understand the issues of competitive advantage of nations and the role of the state in the

light of the Alstom example.

TOPICS Competitive advantage of nations; Role of state; International strategy; Competition

policy; French business environment; European Commission; Bailout; French engineering

company; Alstom; France

Lafarge: from a French cement company to a global leader Ashok Som



English Pdf version

23 p. + Teaching Note + Vidéo

IN BRIEF The case deals with both the issues of internal restructuring of Lafarge to fuel its external

strategy of growth and it traces the process of internationalisation of a French cement

producer. The case also examines the basis for globalisation of what many would think of

as a very 'local business'. It presents an opportunity to examine the logic of global

competitive moves. A video is available to accompany this case.

TOPICS Internationalisation ; Managing global corporations ; Industry consolidation ; Strategy ;

Competitive analysis ; Competitive dynamics ; Transnational ; Change ; Restructuring ;

Culture ; Co-ordination ; Cross-border integration ; Human Resources ; Building

materials and the cement industry ; France

Industry Building materials, cement

Main features

Global approach

Europe International Strategy

Main features

short international

management

Asia

India/China comparison

LVMH: Career development through international mobility Jean-Luc Cerdin


Under Revision


English Pdf version


IN BRIEF This case gives students an opportunity to consider the international transfer policy of a

global firm. The case also aims at presenting the challenges faced by a multinational

company in regards to expatriation. The case helps students answer the following

questions 'Why do firms expatriate?' and 'How do firms expatriate?' Clearly, most

international assignments at Moet-Hennessy Louis Vuitton (LVMH) are part of a career

development scheme, which explains the specificity of LVMH's international mobility

policy. The case gives many clues to understand the rationale behind this policy, such as

the group's structure, growth and history, its human resources needs and its specific

market. The case aims at exposing the dual nature of an expatriation, with both 'hard'

and 'soft' aspects including compensation packages and security benefits, support and

intercultural training. The case also helps students reflect upon the determinants of a

successful expatriation and on the impact of organisational structure on career

development policies.

TOPICS Expatriation; International assignment; Career management; Career development;

International careers; International adjustment; Luxury industry; International human

resource management; International talents; International recruitment; Intercultural

training; Repatriation; Compensation; Security benefits

LVMH: Managing the multi-brand conglomerate Ashok Som



English Pdf and slideshow version


IN BRIEF The case discusses the following critical challenges for LVMH: (1) sustaining its organic

growth strategy; (2) competition strategy; (3) managing multi-brand strategy with star

brands; (4) managing a decentralised conglomerate; (5) leadership and charisma of

Bernard Arnault in creating, maintaining and managing a global conglomerate; and (6)

people issues in the luxury industry.

TOPICS Restructuring; Redesign; Liberalisation; Privatisation; Industry transformation; Indian

automobile industry; Strategy; Change; Cross-culture integration of Indian and Japanese

management practices; Co-ordination; Integration; Differentiation; Strategic human

resources; India

Main features

International Human

Ressources Management

Luxury

Ecch European Case

Awards Category Winner

2006

Main features

Global strategy

Luxury

Mittal-Steel: Managing the consolidation Ashok Som



English Pdf & slideshow version


IN BRIEF The case discusses: (1) the characteristics of the steel industry, long seen as unattractive

and unprofitable; (2) the prospects for growth in mature and emerging markets with

product differentiation and R&D; (3) the logic of consolidation and globalisation in the

steel industry; (4) the know-how that Mittal Steel developed in turning sick plants into

profitable plants and in integrating acquisitions worldwide to create true synergies; and

(5) the business models of Arcelor and Mittal given the changing landscape of the steel

industry.

TOPICS Globalisation; Industry consolidation; Steel; Growth; Emerging markets; M&A (mergers

and acquisitions); Corporate governance; Management style; Culture; Family business;

Arcelor; Indian entrepreneur; Integration; Turnaround; Emerging MNCs (Multinational

corporations)

Moulin Rouge Carole Donada ; Jean-Marc Xuereb ; O. Villalon


Under Revision

French or English Hardcopy Black & White

French or English Pdf version

38 p. + Teaching Note + Video

IN BRIEF The case discusses the following critical challenges for LVMH: (1) sustaining its organic

growth strategy; (2) competition strategy; (3) managing multi-brand strategy with star

brands; (4) managing a decentralised conglomerate; (5) leadership and charisma of

Bernard Arnault in creating, maintaining and managing a global conglomerate; and (6)

people issues in the luxury industry.

TOPICS Restructuring; Redesign; Liberalisation; Privatisation; Industry transformation; Indian

automobile industry; Strategy; Change; Cross-culture integration of Indian and Japanese

management practices; Co-ordination; Integration; Differentiation; Strategic human

resources; India

Main features

India

Europe

Turnaround

Emerging MNCs

Main features

Luxury

Entertainment

France

Paris

Prix Wilfrid Laurier

Plaza Athénée Paris: Service innovation in a luxury hotel Michel Phan



Instructor CD-ROM + 16 videos

IN BRIEF This case study shows how the Plaza Athenee Paris, a French luxury hotel of the

Dorchester Collection, has emerged over the years as a reference in service innovation.

Via the case, students will discover: (1) the successful innovation process used and the

secrets of this success; (2) strong management leadership; (3) a shared corporate

culture; (4) an adapted organisational structure; and (5) a family of highly-motivated

employees. The key challenge for the hotel remains the maintenance of its leadership in

terms of service innovation for the years to come without compromising its identity. In

this case, students are being asked to give recommendations on how to maintain the

hotel leadership in terms of service innovations. This multimedia case contains 16

interviews with the hotel management team and clients. The instructor version includes a

complete pedagogical guide to conducting class discussion.

TOPICS Services marketing; Service innovation; Service management; Hospitality; Luxury;

Luxury services; Innovation; Innovation process; Innovation management

Plenium Service Informatique José-Miguel Gaspar, M. Burlacu



English Pdf version


IN BRIEF In early 2006, the CEO of a French IT services startup faces the challenge of buying out

the firm's founder and majority partner. The case describes the company and its business

model, the structuring of the buyout, and the terms of the deal. The transaction featured

a substantial amount of leverage (about 50% of the price), and a holding company

structure eligible for tax integration. Students are asked to evaluate the price, check the

debt capacity of the target, and value the tax benefits of debt utilisation. The case also

exposes students to the difficulties and risks involved in this kind of deal.

TOPICS Corporate finance; Valuation; Leveraged buyouts

Main features

Luxury

Hospitality industry

Service Marketing

Innovation

Paris

Main features

Finance

French LBO

Startup

Raffles Hotel Singapore Michel Phan



Instructor CD-ROM + videos

IN BRIEF This case study shows how the Raffles Hotel Singapore has been successfully renovated

to its 1915's splendor while preserving its colonial charms and historical heritage. This

renovation has met great interests from international guests, especially those from the

USA, UK, Germany, Australia and Japan.

However it fails to attract more Asian guests to its premises. Despite its (only) 103 fully

renovated suites the Raffles Hotel Singapore is still facing the increasing competition

from other luxury hotel chains such as the Ritz-Carlton, Four Seasons, Marriott and St

Regis. With its average annual occupancy rate of 80%, there is still room for

improvement at the Raffles Hotel Singapore. The key question is how can the hotel

attract more Asian guests without discounting neither its prices nor what has made it

such a unique property in Southeast Asia?

Technical notes (A, B & C): Global luxury industry Ashok Som, M. Brische, S. Shetty



English Pdf version

21 p. /24 p. /8 p.

IN BRIEF This is a three-case series. Technical note A gives a broad overview of the global luxury

industry. It tries to define the industry, discusses the trends in the industry, demand and

supply and reasons for the intense competition that characterises this sector. It touches

upon the key players, their background, their challenges, their strategies and their

respective challenges and weaknesses.

Technical note B gives an overview of the global luxury industry providing an in-depth

analysis of the luxury industry in emerging markets, notably China and India.

Technical note C provides an in-depth analysis of the issues that individual luxury

companies face and the industry as a whole is facing in emerging markets.

TOPICS Luxury; Brands; Competition; Italy; France; Moet Hennessy-Louis Vuitton (LVMH);

Richemont; Pinault-Printemps-Redoute (PPR); Gucci; Chanel ; Burberry; Swatch;

Hermes; L'Oreal; Market size; Middle-class; Retail; India; China; Russia;

BARBIE: THE AMERICAN I-DOLL M. Phan


Main features

Luxury

Hospitality industry

Service Marketing

Asia

Singapore

Main features

Luxury

Global approach

Emerging markets

China / India


English Pdf version

IN BRIEF This case study is about the global marketing strategy

employed by Mattel Inc to market the Barbie doll around the world. It specifically focuses

on Latin America, Middle East and Japan where the doll did not experience the same level

of success. The case helps students understand the cultural (and to some extent

religious) intricacies of developing and marketing a doll such as Barbie. The case also

highlights the competitive challenges faced by Mattel in Latin America as well as the

distribution and licensing issues in Japan. Finally the case invites the students to think of

the cultural and religious influences on children’s toy preferences. This case has been

designed for undergraduate, MBA and other graduate students studying international

marketing or cross-cultural management.

TOPICS International marketing; Consumer behaviour; Children’s preference/behaviour; Cross-

cultural management; Political influence; International competition; Distribution;

Strategic alliance; Business partnership; National culture; Market research; Market

expansion strategy; Globalisation; Japan,

RED BULL OR BLACK DEVIL? M. Phan



English Pdf version

IN BRIEF This case study is about corporate social responsibility (CSR) and ethical issues raised by

the marketing tactics used by Red Bull to market its product in the United States. It

specifically focuses on distribution and communication issues. The case helps raise

students’ awareness and interests in ethical marketing and CSR. This case has been

designed for undergraduate, MBA and other graduate students studying social marketing

or CSR management. The case has been intended for classroom discussions only.

TOPICS Ethics; Corporate social responsibility (CSR); Marketing; Ethical marketing; Distribution;

Marketing communication

Main features

Global approach

Brand

Main features

Social responsability

Ethics

Documents

Catalogue ESSEC business cases