Kimura K.K.: Can this customer be saved?

The CEO of Revier Cattle Company, Tom Revier, had been an innovator in sustainable farming and humane livestock practices for over two decades. He ...

The (C) case describes the customer’s after-sales experience. The participants need to identify what went wrong again and how the brand might save the customer relationship.

The (B) case describes the same customer’s follow-up experience in the same exclusive retail outlet. The case invites the participants to further identify why the customer experience is going sour and how it could have been better managed.

A short (A) describes the experience of a wealthy Chinese customer going to buy an exclusive watch in the retail outlet of a famous Swiss luxury brand. The customer goes from excitement to disappointment. The case invites the participants to identify the different steps of the pre-sale and in-store customer experience and to suggest how the customer retail experience could have been better managed.

This case is part of a series on Netflix. Case (A) discusses the company's growth until July 2011. Case (B) tells the story of Netflix’s sharp share price decline after it announced it was splitting the business in two and increasing prices. Case (C) covers the years 2012/13, when Netflix found its way back to success. Seeing that the industry bottleneck was shifting from the channel (who can reach the viewers?) to the content (who owns the movie rights?), Netflix started to produce its own TV shows (e.g., House of Cards, Hemlock Grove). Case (D), set in 2020, focuses on a diverse set of strategic challenges Netflix is facing. First, as indicated already in the (C) case, the cost of content through licensing and production continued to increase. Netflix users had to get used to more frequent cancellations of their favorite show. Second, the “streaming war” between Netflix, Disney+, Hulu, HBO Max, Apple TV, Amazon Prime Video and YoutTube was intensifying on two fronts: competition for subscribers and for content. Third, Netflix was increasing its global presence to accelerate economies of scale by introducing new pricing strategies in foreign countries. Fourth, most movies are watched on mobile phones, where a vertical format is more natural than the traditional horizontal format. It was an open question whether movie producers should adopt this trend set by Instagram and TikTok. Thanks to the growing subscriber base, Netflix’s revenue and profitability were increasing. But is the company well equipped for the intensifying “streaming war”?

Nespresso, the global leading brand in portioned coffee, is facing an existential threat. The company’s current market base, which consists primari...

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Net promoter score has been heralded as one of the most useful metrics available to businesses today – but companies need to understand its limitat...

Your customers can tell you everything you need to know to build your business, says Professor Frédéric Dalsace of IMD provided you pick the right ...

Rituals, founded in the Netherlands in 2000 by Raymond Cloosterman, has had double digit growth over the last 15 years. It had taken the European b...