The Mandatory Provident Fund ("MPF") was established in December 2000 in Hong Kong to provide a formal, government-supervised retirement protection vehicle for the local population. As a major MPF service provider, AIA-JF made a revolutionary move in launching the first socially responsible investment ("SRI") fund, the Green Fund, in the MPF market. SRI was a relatively new concept in Hong Kong, though it had been growing rapidly in the U.S. and Europe since the mid-1980s. In the first year of its launch, the Green Fund attracted US$5 million, as targeted. However, the company had to quadruple the fund size to US$20 million in three years' time with economically viable marketing approaches. Illustrates the special characteristics of marketing investment products, particularly in target market selection, and allows students the opportunity to recommend marketing strategies targeted at corporate and individual consumers.

A joint study by the Confederation of Indian Industries and McKinsey forecast the potential of healthcare tourism to amount to US$2.2 billion by 2010. The Indian Government's growing awareness of this lucrative market led to a series of task forces and meetings to finalize decisions on how to develop the country into a major health destination. Allows students to evaluate the industry dynamics and competitive situation in order to develop a proposed positioning and targeting strategy.

Beijing Hyundai Motor Corporation and Dongfeng Yueda Kia Motors were both troubled by the problematic sales trend of their locally branded cars. At the same time, a Brand Power Research Study conducted by Hyundai and Kia in China showed that both companies still had significant room for improvement in strengthening the power of their corporate branding to induce consumer purchases. Illustrates the importance of global branding when companies expand overseas and allows students an opportunity to evaluate corporate and car branding at both international and local levels.

This case looks at issues facing three National Football League (NFL) teams in 2004: the Arizona Cardinals, Houston Texans, and San Francisco 49ers. The case is written from the perspective of a consultant that will be moderating a debate on business management priorities facing NFL clubs. Each of the three clubs profiled faced different issues in 2004. The Cardinals struggled with poor attendance, an out-of-date stadium, and public reluctance to fund a new facility. The Texans, a new team that had played its first season in 2002, were building their franchise. The 49ers, once one of the league's elite franchises, were struggling with poor on-field performance, salary-cap limits, and an obsolete facility. The case prepares students for a discussion of business management priorities, including competitive success, financial success, and enhancement of fan loyalty and support.