Case Analyses
Case studies on various consumer brands' public relations campaigns and crisis communication.
Marriott: "Get pumped for the planet"
The world's largest hotel chain Marriott aims not only to increase public awareness of its commitment to reduce environmental impact but also strengthen Marriott’s brand image on sustainability via its "Get pumped for the planet." What other actions should the brand partake to achieve its communication goals?
The Ultimate Finnish Dream: Burger King's Silent Drive- Thru
The Fins are known for being quiet, and Burger King knows that too. It opened the world's first silent drive-thru in Helsinki, Finland.
What strategic insights does Burger King has to offer other brands on successful market localization?
Dolce&Gabbana: The Great Show's Great Fall
A Crisis Analysis on Dolce & Gabbana’s PR crisis in November 2018.
Prior to its Shanghai runway extravaganza, The Great Show, D&G posted a series of videos on traditional Chinese and Italian food culture on its official accounts. The videos were widely received as explicit racist toward the Chinese people, producing significant consequences to the brand’s public image.
Starbucks "Race Together"
On March 15, 2015 Starbucks launched “Race Together” initiative in response to racial tragedies in Ferguson, MO. and NYC. However, the well-intentioned initiative soon got backlashes as most people do not want to discuss such a sensitive and complex topic when they are just going in for a cup of coffee.
This case study analyzes the problems of the initiative, evaluates the company's response to the crisis and suggests potential solutions.
Netflix on International Markets: Executive Articulations on its China Strategy
Netflix has expanded to more than 190 countries since its establishment, yet the streaming giant has not broken into the Chinese market, the world's second largest economy. What is the on-demand video provider's plan for the Middle Kingdom?
This case analyzed the ways that Netflix’s leadership such as co-CEOs Reed Hastings and Ted Sarandos articulate the company’s plan for the Chinese market to a variety of the company’s stakeholders with a focus on investors, and how the articulations style has changed based on the progress they made and the obstacles they faced from 2016 to 2021.
©2021 by Rosemary Xu
Los Angeles, CA 90010