The class will travel to four countries in western Europe to meet with several companies. The objective of these meetings is to gain insight into the business’ marketing strategy and effort in the domestic and global marketplace.
BMW, Dingolfing Manufacturing Plant
Originally created in 1916 to manufacture airplane engines for the developing German Air Force, BMW diversified into motorcycle production in 1923 and automobile production in 1928. Automobile operations resulted from the acquisition of Fahrzeugwerke Eisenach in 1928 and much of BMW’s current success is attributed to the mainstay of exceptional performance in the automobile productions area. The white/blue symbol of the firm–a stylized propeller–still indicates the aircraft engine tradition of the early years.
Adobe Systems Incorporated is an American multinational computer software company founded in 1982 and headquartered in San Jose, California, United States. The company has historically focused upon the creation of multimedia and creativity software products, with a more-recent foray towards rich Internet application software development.
Innsbruck Tourism Board
Tourism is a very competitive business, and Innsbruck wants to remain a strong presence in the tourism business. It is the task of the Innsbruck Tourist Board to “sell” the wonders of the area so that tourists from other parts of Europe–and America–want to spend their tourist dollars in Innsbruck and the surrounding area of the Alps.
In 1895, Daniel Swarovski I. founded the first company in Wattens, a small village less than 10 miles east of Innsbruck, the capitol of the Tyrol. Today, D. Swarovski & Co., is famous as a leading supplier of quality full lead crystal jewelry stones (over 30 million are cut daily) and has the largest fully mechanical synthetic and gemstone cutting facilities in the world. The growth of the company has led to a program of wide-ranging activities.
Claus Riedel was the first person in the long history of the glass to design its shape according to the character of the wine. He is thus the inventor of the functional wine glass. The Riedel story begins in 1678 in the northern part of Bohemia, bordering Schlesia – today the Czech Republic and Poland respectively. This part of Bohemia was a German speaking enclave known as the Sudetenland. The Riedel family has continued the business for over 300 years, with 11 generations keeping the family business intact. The Riedel trademark dates from the Art Nouveau period at the end of the nineteenth century, and was used for Riedel glassware made in Bohemia from 1890 to 1925.
Since 1952, Frau Spa has consistently produced stylish yet functional shoes oriented towards a medium-high market segment.Indeed Frau Spa offers men’s and women’s footwear with high-quality features that offer style and functionality, and guarantee the performance and durability of the product.
FRAU SpA runs its own production factories, in S.Giovanni Ilarione and Montecchia di Crosara, in the province of Verona. This area is internationally famous for its shoe production and the high level of skill and craftsmanship. FRAU SpA produces over one million pairs of shoes each year.
The history of Masi Agricola is the history of its vineyards around Verona in the Venetian region. The name derives from “Vaio dei Masi”, the little valley acquired in the late 18th century by the Boscaini family who retains ownership to this day. The company has grown step by step through successive carefully considered purchases in the best viticultural areas if the Venetian region. Masi Agricola is also involved in the management of the most historic estate in Valpolicella which has belonged to the noble Serego Alighieri family, descendants of the poet Dante, since 1353. More recently Masi Agricola has developed new projects in Argentina and, in collaboration with Serego Alighieri, in Tuscany.
Johnson & Johnson
The development of the first ready-made, ready-to-use surgical dressings by Johnson & Johnson in the mid-1880s marked not only the birth of a company, but also the first practical application of the theory of antiseptic wound treatment. A new product, based on a new surgical concept, led to a dramatic reduction in the threat of infection and disease, which claimed an appalling number of postoperative victims.