個案總覽

McDonald's, one of the world's strongest and most recognizable brands, intends to extend its world's best quick service restaurant experience brand into the hotel industry by launching a hotel in Illinois. An industry observer examines the hotel venture's positioning options and the McDonald's brand extension into a different product class.

Hayward & Guzman researches and develops contact lens products and has recently developed a new disposable contact lens. Two segments with different price sensitivity have been identified. In order to reach these segments, the products will need to be packaged and sold differently. A marketing representative for Hayward & Guzman must develop a marketing mix for the two segments and determine pricing for each product.

An investor is considering investing in Air Canada bonds after reading an article on the attractiveness of the bonds. Trading at US$0.80 on the dollar, the bonds are yielding approximately 14 per cent. The investor must conduct some financial analysis on her own to assess whether the company's financial position has improved or deteriorated since a bond rating downgrade eight months ago. She must also evaluate how off-balance sheet operating leases would affect the analysis. The case illustrates how financial statement users can use lease disclosures to restate financial statements to fully reflect liability arising from operating leases.

Qualcomm is a digital cellular communications company specializing in code division multiple access (CDMA) technology. The company spent a number of years developing this technology and in doing so missed many opportunities in adopting the technology as a worldwide standard; however, there are still some countries that have not yet made the decision on their second generation digital standard. With its income almost solely tied to this single technology, the stakes were high for Qualcomm in getting CDMA technology adopted. Supplement to this case, Qualcomm (B), product 9B01M074 discusses the company entering the Chinese market.

Omega Air Charters is an air transportation company that provides service to the global mining industry. The company has negotiated a contract with a group of European mining companies that requires Omega Air to provide air service in Azerbaijan - once part of the former Soviet Union. Based on the agreement made with the country, the company must staff the operation with Azerbaijan pilots and engineers who resent a western corporation operating western aircraft in their country. The executive vice-president must resolve this issue and gain the trust of the pilots and engineers if this project is to succeed.

Dell Computer Corporation is one of the largest computer manufacturers. The company's international business strategy has supported its global position and performance facing the Asian economic crisis. Its investment in Malaysia has reduced its foreign exchange exposure, and supported its low cost advantage. Now Dell needs to decide if it wants to expand its commitment in Malaysia and or other locations such as China.

In late 2001 and in 2002, investors, securities regulators, the energy industry and the capital markets watched as the details of behind the collapse of Enron Corporation unfolded. Enron was the largest corporation to collapse in U.S. history, with the company's share price losing most of its value in the 10 months preceding its bankruptcy petition. A large shareholder, like virtually all of Enron's shareholders, was unhappy with his losses and he wanted to know how, despite all the checks and balances in the financial reporting system, this collapse happened suddenly and with so little warning. This shareholder wondered whether the system be relied upon to protect him and what he should do in the future if he continued to invest in capital markets.

Chrysler and Daimler-Benz shareholders approved the largest corporate merger in history. After months of talks, the chairman of the German-based Daimler-Benz management board and the chairman and chief executive officer of the U.S.-based Chrysler Corporation were preparing for when the two companies would officially combine forces to create the fifth largest automobile company in the world. These two managers were officially charged with the responsibility of amalgamating two enterprises that were vastly different from each other. Chrysler was known for its efficient production and economically priced vehicles. Daimler-Benz sold only luxury vehicles, and its reputation was based on craftsmanship, quality and safety. Chrysler executives were in the habit of limiting business expenses; Daimler-Benz executives were not. Between the two companies, there were huge discrepancies in cultures, market segments, product lines, salaries and attitudes. Aware of the excitement of their investors and the concern of their critics, the two leaders are expected to forge and promote the vision on which Daimler-Chrysler will base its future.

Rudolph Giuliani was the mayor of New York City during the events of September 11, 2001, and became world renowned for his leadership. Outlined is a description of his background, his first few years in office, the troubles he faced in his last year in office and the sudden shift in his popularity post-September 11, 2001.

When its main products, gasoline lead additives, were banned in most developed countries, a U.S. company introduced an environmentally friendly, octane-boosting gasoline additive, methylcyclopentadienyl manganese tricarbonyl (MMT). The product was approved for use in Canada, but not sanctioned for use in Europe or the United States, due to health concerns. In response to public concerns about environmental hazards, the Canadian government introduced legislation that would ban both the import and transport of manganese-based substances, including MMT. Faced with the possibility of losing both its current Canadian market and the possibility of trade in other countries, the company considers a political strategy. Supplement to this case is Ethyl Corporation of Virginia: The MMT Battle in Canada (B), product number 9B02M049.

GTI is Global Traffic Inc., a U.S.-based sign manufacturer. The vice-president of the company is asked to recommend a human resources strategy for possible entry in the Russian market. He must develop a plan for expatriate assignment, the selection and compensation of personnel and the training needs, as well as outline the organizational culture.

Craggier National Park is a typical game reserve located in South Africa. The game reserve's management is trying to determine the optimal mix of animal species to stock a game reserve. Jointly they are trying to determine the mix of hunting packages to promote to potential clients.

In 1998 the soon-to-retire founder of China Kelon Group, a major home electrical appliance manufacturer, was confronting issues of market diversification (urban to rural), product diversification (refrigerator to now also produce air conditioners), and the evolution of his senior management team (from an entrepreneurial firm to one managed by professional manager). Besides offering a context to address the above issues, this case illustrate to a non-Chinese audience just how rapidly local Chinese manufacturing has developed, and that such firms are future competitors for foreign companies. It also helps students explore the broader question about the ability of founder/entrepreneurs to effectively manage the transition to becoming a larger, more diversified company. Supplement to this case is China Kelon Group (B): Integration After Merger, product number 9B03M005.

Fishery Products International Ltd. is one of the largest seafood companies in North America. In January 2000, Vic Young marked his 15th anniversary as the only chief executive officer of the company. Under his leadership, the company overcame the collapse of the North Atlantic fishery to become an international seafood company and an important contributor to the Newfoundland and Labrador economy. However, its share price has languished and the company was recently the target of a hostile takeover bid. The bid was unsuccessful, due partly to government regulation on the company's stock ownership, but Young realizes another attempt is possible, and wonders how to maintain shareholder confidence in its current board and management team.

Cemex, a cement multinational from Mexico, has become one of the three largest cement companies in the world, through internal growth and a series of global acquisitions over the 1999 to 2000 period. It is a relatively small player in the United States with insignificant market share. It has had conflicts with the U.S. cement industry over its cement exports to the United States, being the object of a successful anti-dumping suit brought by the U.S. cement industry before the International Trade Commission. One of its key opponents is Southdown which has testified before the USITC against Cemex. Southdown's chief executive officer is unhappy with his firm's stock price and frustrated by the lack of market recognition despite profitable operations and growth. He is considering selling his company and has talked with Cemex about being acquired. The case allows students to analyze the strategic rationale for an acquisition of Southdown by Cemex, and has information to allow students to probe questions of strategic fit and value.

A major U.S.-based fast food company with extensive operations around the world was contemplating whether or not they should enter the Korean market. The Korean fast food market was hit badly by the Asian economic crisis in the late 1990s, but the economy was turning around. Thus, fast food demand in Korea was expected to increase. For the industry analysis, this case provides information on various competitors, substitute foods, new entrants, consumers and suppliers. In addition, social issues are included as potential forces.

The costs of global warming are enormous. The increase in concentration of greenhouse gases, as a result of growth in industrial activities worldwide, is directly related to the increased frequency of natural disasters. United Nations has estimated that the effects of global warming (namely natural disasters, loss of land due to rising sea levels and damages to fishing stocks, agriculture and water supplies) could cost over US$300 billion annually. The Kyoto Protocol is an international agreement setting out legally-binding levels of greenhouse gas emissions for 160 participating nations. The signatory nations approved the principles of the treaty, leaving the operation and enforcement details to be determined. While the intent of the protocol, to reduce worldwide greenhouse gas emissions to the benefit of all countries, is honorable, the impacts of the Kyoto Protocol are difficult to predict and will affect its stakeholder groups (the insurance industry, developed and developing nations, signatory and non-signatory countries, existing and potential industries) differently. Implementation issues, alternate approaches, the challenges of global environmental problems and possible solutions are discussed. The response of governments and businesses to global environmental issues, in general, and to the Kyoto Protocol, in particular, will determine the strengths and weaknesses of this global initiative.

Two managers attending an executive education course attempt to develop a cost of capital estimate for a leading telecommunications company. The two managers are confused about the costs of various sources of capital, the calculation of the overall corporate cost of capital, and the appropriate use of the hurdle rate. They must investigate the concept of cost of capital, review historical data on risk premiums, develop a process for estimating the various components of the cost of capital, and determine the corporate cost of capital.

Casino gaming companies such as MGM Mirage, Harrah's and Park Place Entertainment, in addition to their traditional land-based casino properties, must consider the potential impact of Internet gambling on their existing operations. It appears that several Internet gaming companies have been quite successful and that the global market potential could be significant. Each of the United States gaming companies has taken very conservative approaches to Internet gaming in an effort to maintain their long-standing relationships with their respective state gaming authority. However, non-traditional casino companies have developed off-shore Internet gaming operations to circumvent traditional land-based gaming regulations. Going forward, traditional gaming companies will need to consider the possible legalization of Internet gaming on a large scale and how they would respond.

The head of salaried personnel at a large automotive manufacturer is faced with the unenviable task of implementing head count reductions. Several options are available including voluntary leave of absence, contract position reductions and early retirement packages. She must decide the best method to carry out the reductions and how to keep the targeted reductions fair to all employees at the company. Supplemental case Janet Michaels at American Car, product 9B02C054 discusses her decision.