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1. Starbucks by Mary M. Crossan, Ariff Kachra
2. ECCO A/S - Global Value Chain Management by Bo Bernhard Nielsen, Torben Pedersen, Jacob Pyndt
3. GENICON: A Surgical Strike into Emerging Markets by Allen H. Kupetz, Adam P. Tindall, Gary Haberland
4. FIJI Water and Corporate Social Responsibility - Green Makeover or Greenwashing? by James McMaster, Jan Nowak
5. Eli Lilly in India: Rethinking the Joint Venture Strategy by Charles Dhanaraj, Paul W. Beamish, Nikhil Celly
6. Ellen Moore (A): Living and Working in Korea by Henry W. Lane, Chantell Nicholls, Gail Ellement
7. Pillsbury Cookie Challenge by Allison Johnson, Natalie Mauro
8. Mattel and the Toy Recalls (A) by Hari Bapuji, Paul W. Beamish
9. Trouble Brews at Starbucks by Lauranne Buchanan, Carolyn J. Simmons
10. IMAX: Larger Than Life by Anil Nair
11. Supply Chain Management at Wal-Mart by P. Fraser Johnson
12. Scotts Miracle-Gro: The Spreader Sourcing Decision by John Gray, Michael Leiblein, Shyam Karunakaran
13. LEGO Group: Building Strategy by Darren Meister, Paul Bigus
14. Nora-Sakari: A Proposed JV in Malaysia (Revised) by Paul W. Beamish, R. Azimah Ainuddin 
15. Resuming Internationalization at Starbucks by Mario Koster, Rob Alkema, Christopher Williams
16. Ruth's Chris: The High Stakes of International Expansion by Ilan Alon, Allen H. Kupetz
17. The Espresso Lane to Global Markets by Ilan Alon, Meredith Lohwasser
18. Lego Group: An Outsourcing Journey by Marcus Moller Larsen, Torben Pedersen, Dmitrij Slepniov
19. Tata Motors' Acquisition of Daewoo Commercial Vehicle Company by Meera Harish, Sanjay Singh, Kulwant Singh
20. 7-Eleven in Taiwan: Adaptation of Convenience Stores to New Market Environments by Shih-Fen Chen, Aihwa Chang

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Xiamen Honda 4S Shop (Simplified Chinese)
by Lin Guo, Zifeng Wang

Based on the automobile sale model in the mainland of China, this business case describes Xiamen Honda 4S Shop’s current sales situation, marketing strategy and management. It emphasizes the dilemma faced by the company CEO — whether or not he will implement the plan proposed by the sales department to offer lifetime car care for customers who bought car insurance from the company. Deeper marketing management problems are also raised, such as how to distribute marketing resources, how to evaluate the marketing plan and its performance and how to raise company value when it supplies better value to the customers. This case can be used in marketing management for MBA students and senior undergraduates. It provides an opportunity to discuss the subjects of customer lifetime value and marketing budget management.

Learning Objective:

This case can be used in marketing management courses and is particularly suitable for teaching strategic marketing and marketing budget management related to customer lifetime value. It can also be used to teach lessons about customer loyalty and the theory of strategic marketing based on customer lifetime value. This case study is intended for MBA students and senior management students.

This case study is aimed at allowing students to:

• Examine the deficiency of the traditional marketing strategy based on the theory of the 4Ps and recognize that the company and its customers should create value for each other.
• Learn how to measure a customer’s lifetime value, including profit per customer, customer acquisition cost, customer retention cost, customer loss rate, discount rate, etc.
• Identify factors affecting customer lifetime value and design a marketing strategy for the enterprise.
• Determine a specific marketing mix and marketing plan — including a marketing budget — for the company, according to the marketing strategy based on customer lifetime value.

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