SENZ Umbrellas : Taking the world by storm Case Background: This case describe the start-up business of SENZ Umbrellas, a Dutch company founded by three graduated of Delft University of Technology who aimed to introduce an asymmetrical, storm-proof umbrella onto a mass-market where product innovation was limited. It demonstrates the marketing challenges start-ups face in bringing an innovative consumer product to market, the case focuses on how to promote a new consumer product and create brand awareness when resources are limited. The learning point : 1. Strategy: They adopt 3 Strategic options; - Become a technology supplier by licensing or selling their patent to a company with strong connection to a particular industry, SENZ contacting to established umbrella brands and demonstrate their prototypes; - Adopt a white label strategy. Is a strategy that allow product produce by one company that is packaged and sold by other companies under varying brand names. The end product appears as though its being made by the marketer, when in reality it is being created by the manufacturing company.
When frequent malware infections disrupt core services and the customer experience, the brand reputation suffers. For Cape Air, service delays due to malware infections became a common challenge. The bank sought to improve its BitSight score and close security gaps. As a healthcare provider with complex access needs, Frederick Health needed a secure solution at the cloud edge that could provide granular controls for users no matter where they connect from. KCA Deutag needed a unified cloud security approach to secure endpoints and users, regardless of their location. Farm Credit needed to keep customer data secure while protecting its distributed, highly mobile roaming workforce from cyber threats, no matter where employees use their devices. Cisco Umbrella protects highly sensitive patient, employee and research data against malware, ransomware and other threats so Boston Medical Center can focus on providing exceptional care.
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