...washing their data or products to make it seem like they are environmental friendly. Carbon Footprint In week four my team and I did research and had a discussion over a video we watched on the importance of measuring enterprise impact. “Green washing is a form of marketing spin in which green PR or green marketing is deceptively used to promote the perception that an organization's aims and policies are environmentally friendly. Whether it is to increase profits or gain political support, greenwashing may be used to manipulate popular opinion to support otherwise questionable aims.” (Grant, 2013) The first conclusions we came to was none of us knew that data usage could be bad for the environment and that many companies can claim they use less data. Any company can manipulate a data report or product packaging to meet the standards that are needed to increase profit or gain investors. “The same survey found that “80 percent [of consumers] would choose a product if its packaging featured specific data detailing, for instance, how much plastic was saved over an earlier version” (emphasis ours). That’s right, having specific environmental data...
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... The issue here is about how to treat an extensive advertising campaign cost for reporting purposes in Target Inc. The Controller (CFO), Steve Smith is holds that it should be reported as an expense for the current period, basing his argument on the conservative principle of accounting which had been in place in the company. However, the Vice President and the CEO disagree with him and insists that the expense be reported as part of manufacturing overhead cost until the goods are sold, then can it be recorded as an expense. If it is not treated expensed for the current period, then it will be capitalized and thus will appear only in the balance sheet and not in the income statement. This will indicate a high net income. For financial reporting purposes, the practical problem of how to handle advertising expenditures is both one of measurement and of uncertainty about whether the actual future benefits exits. Until this happens, then can the company know whether to expense it or not. However, if the advertising creates an immediate benefit then it should be expense which is the norm for tax and financial reporting purposes which is the bone of contention in this issue. I think leaders of this company are faced with a situation where their corporate governance principles and their ethical values are put to test especially as it seems that the going is tough and their jobs might be at risk. The extensive advertising of their slow moving inventory is testimony to this fact...
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...GLOBAL CEO n November 2002 Case Study n Benetton group: Unconventional advertising Senthil Ganesan* The purpose of advertising is not to sell more. It’s to do with institutional publicity, whose aim is to communicate the company’s values (...) We need to convey a single strong image, which can be shared anywhere in the world. – Luciano Benetton, Founder Chairman I am not here to sell pullovers, but to promote an image... Benetton’s advertising draws public attention to universal themes like racial integration, the protection of the environment, Aids... – Oliviero Toscani, Benetton Art Director and Photographer Benetton Group: Unconventional Advertising The group’s principal brands included United Colors of Benetton (UCB), Sisley, PlayLife, Nordica, Prince, Rollerblade, and Killer Loop. The Benetton family (comprised of three brothers and a sister) established the Benetton chain in a small Italian town in 1955. To support his family, Luciano Benetton (born 1935), dropped out of school to sell apparel. His sister Guiliana (born 1937) worked as a knitter in a local factory. Recognizing the potential for a new business, Luciano and Guiliana decided to start their own apparel company. They started off small by selling sweaters and as the business grew, the remaining two brothers joined in the activities of the company. Each of the four siblings took responsibility for one aspect of the business—Luciano concentrated on marketing; Guiliana directed the design department;...
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...environment through over-viewing the industry’s demand with the use of internet economic features. (thompson, 2003) The strategy begins when the founders of the yahoo Jerry Yang and David Filo accidentally created one of the world’s first web directories that enable to help the web users on finding things in the web (1994). Hypothetically it was an era of computers, expecting a lot of new users such as business related companies etc. and also involving curios individual to access the net world, later on, their directories called Yahoo stand for “yet another hierarchical officious oracle” (http:/www.yahoo.com). Yahoo was drawing over 100,000 people a day that made to come with up with the new strategy making Yahoo into a business, the business model was derived revenues from renting advertising space on the pages of the fast growing directory. Coming up with this new strategy it needs a capital fund for the investment in servers which provide them by Sequoia Capital a Silicon Valley venture capital firm and putting the right person in the right position hiring an experienced CEO Andrew Koogle, a forty-five year old engineer with fifteen years of experience in the management of high-technology firms. On their very innovative way of improving itself and contributing services for the convenience of the users, Yahoo continuously made it to success. The yahoo...
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...SARMAD AFZAL SHARYAR CH AHMED IBRAR HAROON SHAUKAT This case is about PEPSI CO and the Problems CEO facing. He is facing various problems after the acquisition of 7-UP by PEPSI CO .Teem was the lemon and lime soft drink of Pepsi co which was competing 7-UP but after the acquisition of 7-UP it is becoming difficult for them to separate both products in market. Basically the CEO is worried about the local market share of 7-up which he want to increase and on the other hand without effecting the share of TEEM which is a quite difficult job . Acquisition of 7-up has made two bottlers of PCI to merge with 7-UP bottlers and it is clearly understandable that TEEM operations cannot be further performed by these bottlers because now they are dealing with 7-UP, So what PCI has done is that they have launched a new flavor of cloudy Teem in this area with distinct characteristics of fresh lime to not effect 7-up and in other areas TEEM is still dealt with PCI bottlers which are not the part of merger . So CEO Mr. Irfan had to develop a plan to promote the two flavors of TEEM locally and nationally .Moreover he also has to achieve a task which is to convince the 7-up bottlers to sell their plants to PCI bottlers and after the success of this task he has to ask the PCI bottlers to introduce cloudy Teem, abandoning TEEM and promote 7-UP. To overcome with existing problems, the CEO has to thoroughly revise the marketing plan for these three products .Starting off with the positioning...
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...popularity across the world as more and more number of users register on the site each day. It allows its users to stay updated within their circles, message their friends and known ones, share videos and pictures, play popular games, view adverts that suit their requirements based on their preferences, put classifieds on their pages etc. There are numerous things that can be done using this single tool called Face-book. Since its launch in 2004, face-book has come a long way in building a worldwide rapport as an effective medium of communicating with the world and sharing knowledge. Being a social networking site, today, face-book is going beyond and creating a new world of e-commerce and e-business. Through advertisements and games, the company earns huge profits from its active users who are the primary resource of company’s revenue. One of the best feature of this site is anyone can register a free profile and start using this site. One can add contacts, create their...
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...Advertising Project MKTG 3140-M50 Anthony McCants Jr. Section I. Toys R Us is the biggest name in retail when it comes to toys and children entertainment. Founded in 1948, Charles Lazarus at the age of twenty-five made his dream of cultivating a child-oriented company into a reality. Of course this plan did not come to mind of night, Lazarus started off with having his very own baby furniture stores, Children’s Bargain Town, in Washington D.C. to aid to the post-war baby boom era. Over time Lazarus was always searching new ways to satisfy customers and reel in new customers as well. He introduced infant products and toys for older children into his store’s growing product variety. Years later Lazarus inherited the supermarket presentation for his store, this allowed customers to fully examine and search out products on their own accord. His second store with the legendary name Toys “R” Us, what caught the eyes of consumers was the backward “R” in the name. Of course it was criticized due to is insane grammatical error; however Lazarus new he was on to something huge. The goal was to create an environment where kids could feel at home as they shop for the things they desire, to bring out the kid in everyone who stepped through the door. This vison inspired the slogan founded in 196, “I Don’t Want to Grow Up, I’m a Toys “R” Us Kid”. In 1983, the company decided to take action and introduce Kids “R” Us, it held the same concept as Toys “R” Us, except with children’s clothing...
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...Yahoo! was founded on January 1994 by two Stanford graduates Jerry Yang and David Filo and its headquarter is situated in Sunnyvale, California. The current CEO is Marissa Meyers, who was a former Google executive and there are 11300 employees around the world working for Yahoo. Yahoo! is a multinational internet company offers service in 30 different languages. It is widely known for its web portal, search engine (Yahoo! Search) and other services such as Yahoo! Weather, Yahoo Finance, and Yahoo Mail etc. Tumblr was founded by high school dropout David Karp on February 2007 and the headquarter is in New York City, New York. The current CEO is the founder David Karp and the company has around 175 employees. Tumblr is a microblogging and social media platform. There are 117.9 Million Blogs and 53.7 Billion posts. Users can posts text, photo, quote, link, and video from the browser, desktop, phone, or through email. They can customize their page with HTML code editing to match their preferences. On May 19th 2013, Yahoo’s board approved the decision of purchasing Tumblr for $1.1 billion in cash and on May. 20th, the company announced this acquisition publically. Yahoo will be taking a risk of spending 1.1 Billion dollars in cash, which is one fifth of their reported $5.4 billion dollars in cash account from the end of March 2013. This has been one of the most expensive acquisitions since a decade ago when Yahoo bought out Overture, an online search engine, for 1.3 billion...
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...Brandy Fontenot BADM 218-WH Assignment #3 April 21, 2011 Imagine you are the marketing manager for a US manufacturer of disposable diapers. Your firm is considering entering the Brazilian market. Your CEO believes the advertising message that has been effective in the United States will suffice in Brazil. Outline some possible objections to this. Your CEO also believes that the pricing decisions in Brazil can be delegated to local managers. Why might she be wrong? The use of a uniform advertising message offers a number of advantages. However, the difference in customer perceptions and response patterns across the country of Brazil and their culture, as well as media availability and government regulations are major barriers to use a standardized advertising message. With the advanced technological developments, adaption of advertising appeals to different languages. Two major developments are that television can have audio channels in two languages and Internet messages can be automatically translated. The development of visual and verbal advertising that works effectively in multiple countries poses major creative challenges. We could develop a uniform image for the company with consistent visual images and the corporate logo, with a modified advertising message providing information tailored to the Brazilian market and their culture. Accommodating the perception of the culture of Brazil will be our most challenging objective. Allowing local managers to...
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...Pepsi, who followed shortly after in Coke’s footsteps because of the sales potential it saw from what Coke was doing. Not only that, Coke over the years began to invest more heavily in advertising as they realized branding played a huge part in the consumers decision of what soft drink to buy, for which shortly after Pepsi began to take advertising more seriously as well after seeing Coke’s success. What ever way you look at the case, it’ll seem like Coke is always just one step ahead in the game. Coke is the best at its game, what Pepsi needs to ask itself is what can they be the best at! Because their only going to trail behind Coke if they don’t take a risk and make a bold move of their own! I believe that bold move can very well be reaching the full potential of their expansion into india. With the CEO of the company being Indra Nooyi an indian, she is someone who is familiar and knowledgeable about India which is a good thing for a company trying to expand its operations into that country because she would be able to handle obstacles and local issues of the country more effectively and efficiently than Coke because of her indian background. This factor alone should me maximized by the CEO pushing for trust with the country based on her Indian background so that the the CEO can more easily negotiate more favorable policies that would make expanding their operation in India a successful operation with the support of the country behind them. Looking at...
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...AMAZON.COM: GLOBAL STRATEGIC ANALYSIS IN INTERNET AND ONLINE INDUSTRY: THE FUTURE OF ONLINE SHOPPING COMPETITION SYSTEMS. 5/6/2015 Group Global Strategic Analysis Project for MGMT 471 Role of the Global Corporation Executive Summary Amazon.com, Inc. is an American electronic commerce company with headquarters in Seattle, Washington. It is the largest Internet-based retailer in the United States.[12] Amazon.com started as an online bookstore, but soon diversified, selling DVDs, Blue-rays, CDs, video downloads/streaming, MP3 downloads/streaming, software, video games, electronics, apparel, furniture, food, toys and jewelry. The company also produces consumer electronics—notably, Amazon Kindle e-book readers, Fire tablets, Fire TV and Fire Phone — and is a major provider of cloud computing services. Amazon also sells certain low-end products like USB cables under its in-house brand Amazon Basics. Amazon has separate retail websites for United States, United Kingdom & Ireland, France, Canada, Germany, The Netherlands, Italy, Spain, Australia, Brazil, Japan, China, India and Mexico. Amazon also offers international shipping to certain other countries for some of its products.[13] In 2011, it had professed an intention to launch its websites in Poland[14] and Sweden.[15] Names of All Group Members Awes Alrefae 8993 Yaman Naqawa 8282 Ahmad Alazmi 11608 Mohammed Alghoul Amazon.com: Global Strategic Analysis in internet and online industry: The Future of online...
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...that I will be comparing are Mcdonalds and Apple. Both of these organisations are worldwide companies and globally successful. McDonald’s is the leading fast food chain competing in the catering market, more than 32,000 restaurants in 119 different countries. It was started in 1940 with a restaurant opened by brothers Mac and Dick Donald’s in California. McDonald’s team of experienced managers, high ranking operating system is one of the well-recognized brand names in the world. McDonalds have more than 69 million costumers each day; McDonalds target their market by having low prices emphasise unique selling point of providing food under a set time limit. Whereas Apple is a multinational company known for producing innovative technology such as; Macs, Mobiles devices (iPhone), iPods, iPads and many more. Apple is known for its innovative and proprietary hardware and software and has made great achievements in recent years. Apple have 444 stores in 16 countries and they posted quarterly revenue of $42.1 billion in October 2014. I will be researching, comparing and evaluating these two companies through their ownership, type, size, strategical approaches to the business. As well as looking at the culture internally in the business and evaluating their values and beliefs. In terms of size both Apple and McDonalds are very similar as they are in the Forbes top 10 most valuable company list. Although McDonald’s have over 32,000 restaurants worldwide apple still manages to make...
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...speak to my journey from a film director (entrepreneur) to being CEO of an advertising agency demonstrating how my leadership style and emotional intelligence have evolved. I will highlight what I think it takes to be an effective leader that gets results as well as what I will have to do to achieve just this. Currently my strength as a leader is made evident in my ability to energize and motivate those around me to strive for excellence while my weakness surrounds lack of candor as I tend to avoid confrontation and making unpopular decisions so as not to be disliked by anyone. My goal is to become a better leader using my DISC profile as a guide in how to lead various styles and practicing emotional intelligence. Introduction The difference between good companies and great companies is leadership. With this belief in mind I have made it my life’s mission to continue to excel and to improve as a leader which is what led me to read the book Winning and then later to enroll in the Jack Welch management Institute. My leadership style is CD and the description that it gives rings true to my attitude towards leading my team. I strive for excellence and I expect excellence from them as well. I have a no- nonsense approach to management and I am result oriented with the ability to balance speed and quality. This speaks perfectly to the competitive advantage of the Lab (my then production company now advertising agency) we are known for giving high quality work in record time...
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...successful franchise. “The company operates 150 upscale casual dining restaurants under the “Cheesecake Factory “brand“ (Datamonitor, 2011). The company utilizes point of sale cash register system to maintain financial and accounting controls in restaurants (Datamonitor, 2011). The company is known for the variety of flavors in cheesecakes, and also offers a wide selection of food to choose from in their daily menu’s. Structure The Cheesecake factory utilizes Hierarchal structure comprised of 11 executives in all. The company has a CEO, 6 Directors, a Chief Financial Officer, Chief Operating Officer, Legal & Secretary, and Bakery (The Official Board.Com). Steak n Shake utilizes a Hierarchal structure also comprised of 6 executives, which is the CEO, Vice Chairman of the board, 2 directors, Vice President and Control (The Official Board.Com). Burger King has 22 executives comprised of a CEO, 8 directors, a Chief Financial Officer(CFO), Human Resources, Operations, Legal& Secretary,Communications & Culture, Asia Pacific, EMEA, Latin America, North America, Chief Information Officer(CIO), Product marketing, Investor Relations & Global Communications, Operations, North America Operations (The Official Board.Com). Organizational Function The main contributing factors to the Cheesecake factory’s success are marketing, finance, human resources and operations. The engine of success for this company has required them to spend very little on advertising. “Howard Gordon, Cheesecake Factory vice...
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...Market Leader Issue 27, Winter 2004 www.warc.com What Do CEOs Want From Marketing? Anthony Freeling McKinsey Fiona Stewart Antennae Fran Cassidy The Cassidy Media Partnership Top of the CEO agenda is the need to deliver consistent top-line growth within an existing business portfolio, rather than from a continued reliance on acquisition. This objective was identified from our research into the opinions of CEOs and CMOs and highlights the importance of good marketing in running a successful company. We identified five consistent themes and these were: strong brands as a significant asset; more effective use of consumer data; the role of innovation, the need for better implementation and continued focus on business efficiency. Each area has significant implications for the role of the marketing function. Brands as a company asset In an increasingly clamorous society with a proliferation in the sheer volume of offerings, strong brands are significant assets in enabling companies to compete effectively. The challenges are building and maintaining brand equity by keeping brands refreshed and relevant and restoring trust in brands, particularly in sectors under attack from regulatory or consumer groups. Fmcg businesses typically have a strong brand focus across the organisation, but there is no room for complacency. Here, the main challenge is optimising resource allocation. As a result, a number of CEOs and CMOs talked about further rationalisation of the brand portfolio so that...
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