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ICE Project Examples

Anheuser-Busch InBev


Anheuser-Busch InBev
Students are tasked with offering creative, comprehensive insights into challenging questions of potential strategic direction for leading global brewer and consumer products company Anheuser-Busch InBev. With operations in 25 countries, sales in more than 100 countries, and 2014 revenues of $47.1 billion, ICE sponsor AB InBev offers McIntire students the chance to think deeply about the challenges and opportunities facing global businesses today.



By conducting a situational analysis, students determine strategic marketing and financial plans to transform CarMax into a truly e-commerce company. Through assessment of the Fortune 500 firm’s history, business model, and operations, as well as a thorough examination of the automotive industry and its disruptors, students develop and refine proposed solutions for further streamlining the largest used-car retailer in the United States.

Hilton Worldwide


Hilton Worldwide
Students are challenged with designing distinct and dynamic marketing campaigns for multiple Hilton brands with the objective of growing the company’s business among a variety of demographic groups within the United States. Recommendations must identify strategic opportunities for continued growth among existing and potential customers within an assigned demographic, taking into account key differences in consumer behaviors, values, and decision-making processes.

Rolls Royce



Students are asked to first engage in the comprehensive analysis of a strategic opportunity for a multibillion, live engine campaign in the aerospace sector, then participate in a competitive "war game" (i.e., a business simulation designed to presage the conditions a company may encounter in real-world business competition) in which they offer recommendations regarding which engine to propose to the customer and how to negotiate the terms of the deal.