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Maersk Line: B2B Social Media - 'It's Communication, Not Marketing'

by Zsolt Katona, Miklos Sarvary

The case describes the launch of a social media platform by the largest container shipping company in the world. Students will have the opportunity to thoroughly evaluate the campaign, which by observable criteria, has done extremely well. The case provides details on the various platforms used, the nature of content provided on each, and the associated budgets (including headcount). The budget figures are particularly interesting because they permit a rich discussion around the social media program's ROI. The case ends with the question: 'How to move forward?' This provides an opportunity to discuss the organizational aspects of the program launch, which are far more problematic. Students can appreciate the issues arising from scaling up the program and making it better, integrating it in the company's overall marketing effort.


Pub Date: Feb 10, 2014

Discipline: Marketing

Subjects: Marketing, Internet marketing, Business to business, Multinational corporations, Social media

Product #: B5779-PDF-ENG

Industry: Shipping

Geography: Denmark

Length: 23 page(s)

Berkeley Haas Case Series
Berkeley Haas Case Series The Berkeley Haas Case Series is a collection of business case studies written by faculty members at the Haas School of Business. Cases are conceived, developed, written, and published throughout the year, on subjects ranging from entrepreneurship and strategy to finance and marketing. Each case includes a teaching note for use in the classroom.


Berkeley Haas Case Series

A new collection of business case studies from Berkeley Haas

The aim of the Berkeley Haas Case Series is to incite business innovation by clarifying disruptive trends and questioning the status quo.

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