Real Madrid Club de Futbol

John  Quelch; Jose Luis Nueno; Carin-Isabel  Knoop

Case | HBS Case Collection | April 2004 (Revised May 2017)

Real Madrid Club de Futbol

by John Quelch, Jose Luis Nueno and Carin-Isabel Knoop

Abstract

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 later, his management team reflects on initiatives to date and challenges ahead as described in the case. Also describes the soccer industry and the trends transforming it.

Keywords: Risk Management; Change Management; Expansion; Marketing Channels; Sports; Management Teams; Trends; Brands and Branding; Sports Industry; Spain;

Language: English

Format: Print

25 pages

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Citation:

Quelch, John, Jose Luis Nueno, and Carin-Isabel Knoop. "Real Madrid Club de Futbol." Harvard Business School Case 504-063, April 2004. (Revised May 2017.)

This case is set in mid-2019, when Qualcomm was struggling with unwanted takeover battles, fights with Apple and the Chinese government, and internal dissension on the board of directors. Ten years earlier Qualcomm was hailed as a monopoly on CDMA technologies and its derivatives—it appeared to be positioned to become the next dominant technology company in the tradition of Microsoft and Intel. But as the industry changed, Qualcomm’s competitive position seriously weakened. The purpose of the case is to explore central questions in strategy formulation: 1. how to build a long-term sustainable position based on technology, 2. how to design an IP strategy to lock in customers for the long run, 3. how to build a global standard and appropriate returns on that standard, and 4. how to respond when your historical business model starts to crumble.

Email mking@hbs.edu for a courtesy copy.

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Case | HBS Case Collection | May 2019

Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)

John A. Quelch and Katherine B. Hartman

The Caesan Cheese Cooperative is considering introducing a new high-quality, high-margin artisan whiskey cheddar cheese. Deidra Kelly, vice president of marketing and product development at Caesan, must recommend to the Board of Directors whether to launch the product using Jameson® whiskey as a branded ingredient or using a generically branded whiskey. Use of the branded ingredient would involve a licensing agreement with a leading spirits and wine distributor, Pernod Ricard USA (PR-U). Evaluation of the options requires an assessment of the product-company fit, product-market fit, marketing program, licensing agreement, breakeven sales volume, and achievement of the targeted sales goal. The case focuses on evaluating new product opportunities, specifically regarding product-company fit and product-market fit. In addition, the case allows students to discuss the power of branding and entering strategic partnerships to drive revenue. Students must also use their quantitative skills, such as conducting breakeven analyses and understanding the impact of licensing costs on gross profit margins. The case can be used to discuss product strategy, positioning, branding, and partnerships. It is recommended for upper-level undergraduate students or MBA students in courses focused on marketing strategy, product development and management, or branding.

Keywords: Brands and Branding; Product Development; Management; Product Marketing; Product Positioning; Marketing Strategy; Partners and Partnerships; Food and Beverage Industry;

Citation:

Quelch, John A., and Katherine B. Hartman. "Whiskey and Cheddar: Ingredient Branding at the Caesan Cheese Cooperative (Brief Case)." Harvard Business School Brief Case 919-521, May 2019. View Details

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