141 Hawaii is contracted by Friends of Hawaii Charities as a full-service partner to help organize, manage, and produce the Sony Open in Hawaii PGA TOUR Event. 141 Hawaii assists with all aspects of coordinating the tournament, including event marketing, sponsorship sales, ticket sales, event set-up, on-site operations, player relations, food service, and volunteer programming. Each year, 141 Hawaii leverages its relationship with Friends of Hawaii Charities to organize volunteers for the Sony Open in Hawaii. In recent years, since the COVID Pandemic, 141 Hawaii and Friends of Hawaii Charities have been experiencing challenges in effectively recruiting volunteers for the program despite offering attractive incentives. 

Gain insights into the value chain of top battery minerals. Caterpillar's clients increasingly demand products which satisfy environmental factors, in additional to traditional productivity and cost factors, to align with those customers' Environmental, Social, and Governance (ESG) objectives. As noted in Caterpillar's Investor Day 2022 presentation, Caterpillar is actively working to adapt to these changing demands. One initiative related to this adapation is expanding knowledge about key inputs to battery development as compared to its history with internal combustion engines.The primary objective is to improve the knowledge of company leaders in the Resource Industries (mining) segment regarding the value chain for battery minerals. By doing so, we aim to improve their understanding in support better decision-making in development and implementation of future products to meet customers' needs.

True Religion, a powerhouse denim brand since the early 2000s, has undergone significant restructuring and recently emerged from bankruptcy. As part of its reinvention, the company is working to revitalize both its business and corporate culture. With improved financial performance and the ability to pay bonuses, True Religion has seen positive cultural shifts and is ready to build on this momentum by expanding its diversity, equity, and inclusion (DEI) initiatives.

The company’s Human Resources (HR) team seeks assistance in developing a robust DEI strategy that not only strengthens internal culture but also engages employees in community outreach. Employees are eager to participate in initiatives such as a Culture Committee and Diversity Council, with a focus on serving underserved communities—particularly children. True Religion’s DEI vision emphasizes diversity across gender, race, religion, sexual orientation, ability, and age, aligning with the company’s mission to create meaningful social impact.

This project invites students to develop a comprehensive DEI strategy, focusing on leveraging employee engagement to support True Religion’s business and community objectives.

In the 19th century, the British HMS Challenger set off on the first global research expedition to gather data on ocean temperatures, marine life, and geology of the seafloor. This was the first oceanographic ship replete with its own laboratories, microscopes, and other scientific equipment on board. Scientists explored the Atlantic, Indian, and Pacific oceans and discovered the first polymetallic nodules.1 These nodules form at a depth of 4,500 meters in the ocean, grow a mere centimeter every million years, and comprise rare-earth minerals including manganese (Mn), nickel (Ni), copper (Cu), and cobalt (Co). These base minerals will be essential to fueling the advanced development of renewable energy. However, little is understood of the environmental impacts of deep sea mining. As land-based resources have become depleted, commercial interest has turned to mining these minerals at the bottom of the sea. The case involves multiple stakeholders and raises economic, legal, and ethical issues worthy of consideration. 

A bountiful supply of nodules exists on the abyssal plains in Clarion-Clipperton Zone (CCZ), a 4.5 million square kilometer area between Hawaii and Mexico. Estimates suggest that the CCZ holds six times more cobalt (Co) and three times more nickel (Ni) than all known land-based stores, as well as vast deposits manganese (Mn) and a substantial amount of copper (Cu). These extraordinary reserves could profoundly impact global supply chains. Of particular interest is cobalt (Co) and nickel (Ni) as both are key components of lithium-ion batteries, which at present, offer the best energy density of any commercially available battery.2 The high energy density makes them ideal for use in cell phones, electric vehicles, and grid-level energy storage. The World Bank found that production of rare-earth minerals such as cobalt (Co) and nickel (Ni) could increase an astonishing 500 percent by 2050, to meet the growing demand for clean energy technologies.3 A spate of countries and companies have begun to engage in the exploration, research, and development phase of deep sea mining, tantalized by the prospect of tapping into the enormously valuable nodules.

The International Seabed Authority (ISA) is an autonomous international organization established under the 1982 United Nations Convention on the Law of the Sea (UNCLOS). Headquartered in Kingston, Jamaica, the ISA is mandated with organizing, regulating, and controlling all mineral-related activities in the international seabed area beyond the limits of national jurisdiction. The area encompasses nearly two hundred and sixty million square kilometers, just over 50 per cent of the entire seafloor on earth, which the ISA simply refers to as “the Area.” The ISA is in the process of developing regulations for commercial activity and any contractors wishing to undertake mining operations in the international deep seabed area will need to abide by their regulations. Ultimately, the economic benefits of deep seabed mining -most likely in the form of royalties paid to the ISA- are to be shared for the "benefit of mankind as a whole" with particular emphasis on the developing countries that lack the technology and capital to carry out seabed mining for themselves.4 

Advocates of deep sea mining have maintained it holds the promise of relieving some of the enormous burden from mining rare-earth minerals on land. Mining nodules will support growing populations, urbanization, and decarbonization. Unlike land-based mines, deep sea mining will not create open-pits, lead to deforestation, or produce toxic mining wastes. Seabed mining will not involve the relocation of people en masse nor will it result in the exploitation of indigenous people or employ child labor. Furthermore, a unique characteristic of nodules is the presence of multiple commodities in one deposit, making deep sea mining much more efficient and ecologically safe than land-based mining.5 Critics have called for a stay on deep sea mining given the seabed is largely unmapped, unobserved, and unexplored. While the seabed may seem inhospitable, life exists in, on, and around nodules. The mining, pumping, and cleaning process of the nodules will generate sediment plumes, noise, and vibrations, not only destroying micro and macro fauna, but also disturbing marine mammals such as dolphins and whales, which could force them to flee from their natural habitat. In the absence of any scientific consensus on the long-term impacts of deep sea mining, scant oversight of industrial activity, and the fragility of deep sea ecosystems, many scientists have argued the only safe way to proceed is not to.6 

This case was written by Dr. Paul Melendez, Department of Management and Organizations, The University of Arizona. June 6, 2021.

1 Corfield, R. (2003). The Silent Landscape: The Scientific Voyage of HMS Challenger. Washington, DC: Joseph Henry Pres.

With the growing emphasis on sustainable transportation and the increasing popularity of e-bikes, Solé Bicycles seeks to promote e-bike commuting as an eco-friendly and cost-effective alternative for urban transportation. The objective of this project is to design a compelling social media campaign that highlights the benefits of e-bike commuting and positions Solé Bicycles as a leader in the urban mobility space. By tapping into the interests and values of environmentally conscious and city-dwelling consumers, Solé Bicycles aims to drive brand awareness, foster community engagement, and increase e-bike sales.

This project provides students with the opportunity to develop a social media strategy that not only educates potential customers about the benefits of e-bike commuting but also engages them with creative content tailored to different platforms.

While adidas was the founder of running shoes, their success at expanding beyond running shoes to keep up with Nike has created the perception of them as a "fashion brand". As a result  today's generation of runners are favoring specialty brands that cater to runners. This project will focus on analyzing market trends, understanding consumer behavior, and identifying strategies to win the loyalty of today's generation of runners against Nike and the top 3 US Running Brands (Brooks, New Balance, ASICS).

Falcon School operates as a leading educational institution specializing in aerospace, defense, construction, and maintenance training. Its business model revolves around delivering high-quality, industry-specific education programs that prepare students for careers in these sectors. The school's competitive moat lies in its established reputation, strong industry ties, and a curriculum that closely aligns with industry requirements. In the market, Falcon School is perceived as a trusted partner for workforce development, known for producing graduates with practical skills and knowledge.

The industry landscape is characterized by significant technological advancements and evolving regulatory frameworks. In aerospace and defense, there is a growing emphasis on advanced technologies such as AI, cybersecurity, and autonomous systems. The construction and maintenance sectors are increasingly adopting digital tools and sustainable practices. These macro trends are reshaping workforce needs, presenting both challenges and opportunities for educational institutions like Falcon School.

This moment is strategically important due to several factors. Firstly, the rapid pace of technological change demands that institutions continuously update their curricula to remain relevant. Secondly, increasing investments in defense and infrastructure necessitate a larger pool of skilled professionals, highlighting the need for expanded educational capacity. Inaction could result in Falcon School falling behind competitors who are more agile in adapting to these changes.

Falcon School faces several strategic options. It can expand its curriculum to include emerging technologies, partner with industry leaders for joint training programs, or invest in digital learning platforms to reach a broader audience. Each path involves trade-offs, such as resource allocation, potential dilution of brand focus, and the challenge of maintaining high educational standards. Reasonable leaders might disagree on the prioritization of these options based on different interpretations of market needs and institutional capabilities.

Strategic risks include the potential misalignment of new programs with industry needs, financial constraints in executing large-scale expansions, and the challenge of differentiating from competitors who might adopt similar strategies. Success involves effectively integrating new technologies into the curriculum, forging strategic partnerships, and gaining recognition as a leader in next-generation workforce development.

The core decision revolves around how Falcon School should design its growth strategy to enhance its market position and educational offerings. This involves determining which growth avenues to pursue, how to allocate resources effectively, and how to measure success in this expanded landscape. Students are tasked with crafting a strategic plan that addresses these considerations, proposing actionable recommendations to the leadership team.

This exploration is meaningful for students as it mirrors real-world challenges faced by educational institutions in dynamic industries. It requires applying skills in strategic consulting, financial analysis, operations management, and marketing. The case encourages students to think critically about growth strategies, resource optimization, and the importance of aligning educational offerings with industry trends. This experience prepares students for strategic roles in various sectors, offering a practical understanding of how to navigate complex business environments.

Falcon School operates as a premier educational institution specializing in agriculture and farming courses. The school's business model revolves around providing high-quality education and training that prepares students for successful careers in agriculture. Revenue streams primarily come from tuition fees, grants, and partnerships with agricultural businesses. With a strong reputation for excellence, Falcon School's competitive advantage lies in its esteemed faculty, comprehensive curriculum, and robust industry connections. The school is perceived as a leader in agricultural education, which attracts a steady stream of students each year.

The broader agricultural education industry is undergoing significant changes, driven by technological advancements and shifting regulatory frameworks. Digital transformation is reshaping the way educational content is delivered, with online learning platforms becoming increasingly prevalent. Additionally, there is a growing emphasis on sustainability and innovation within agriculture, influencing curriculum development and student interests. Competitive dynamics are also shifting as more institutions enter the market, often leveraging digital marketing to reach prospective students. Understanding these trends is crucial for Falcon School as it navigates this evolving landscape.

The urgency for Falcon School to enhance its digital marketing strategy stems from several factors. Recent technological advancements have made digital channels more accessible and effective for reaching a wider audience. Additionally, student demographics are changing, with younger generations expecting seamless digital interactions. The cost of inaction is significant, potentially leading to stagnant enrollment numbers and diminished market presence. By contrast, a proactive approach could lead to increased brand visibility, a broader student base, and greater financial stability.

Falcon School faces a range of strategic options in its pursuit of digital marketing excellence. It could focus on enhancing its social media presence, developing targeted online advertising campaigns, or revamping its website to improve user experience. Each path presents trade-offs, such as resource allocation and potential return on investment. Leaders within the school may disagree on the prioritization of these strategies, necessitating a thorough evaluation of potential outcomes.

Strategic risks include the potential for misallocated resources or ineffective marketing campaigns, which could undermine the school's growth objectives. Success, however, would entail a measurable increase in student inquiries and enrollments, improved brand perception, and strengthened industry partnerships. Concretely, this would mean achieving specific enrollment targets and fostering a dynamic online presence that resonates with prospective students.

At the core of this case is the decision on which digital marketing strategies to implement and how to integrate them effectively into the school's overall growth plan. The challenge for students is to devise a comprehensive digital marketing strategy that aligns with Falcon School's goals, resources, and market position. This involves analyzing data, understanding market dynamics, and making informed recommendations.

For students, this case offers a meaningful exploration of strategic marketing within the educational sector. It provides an opportunity to develop skills that are directly applicable to careers in consulting, digital marketing, and strategic planning. The case challenges students to think critically about resource allocation, market positioning, and the integration of technology into business strategies, making it both relevant and exciting.