Re-Branding Case Study Example | Topics and Well Written Essays - 750 words

Re-Branding - Case Study Example Utilizing the case of Hunter Boots and the case study which was provided concerning how the firm was able to rebrand and ultimately turn the company around from near insolvency to rampant sales generation and growth, this brief analysis will be able to draw a high level of inference upon the means by which re-branding is effected as well as pointing to some of the key marketing concepts and theories that are oftentimes utilized in order to bring effective re-branding about. As such, rather than merely restating the case study in question, this particular analysis will seek to define the means whereby Hunter Boots was able to effect its rebranding and turn around via several different applications of marketing strategy and theory. Moreover, rather than merely elaborating upon some of the marketing mechanisms that Hunter Boots utilized in order to bring the firm back from the brink of extinction within the marketplace, the analysis will close with a particular word of warning. Such a w ord of warning is of course with relation to the fact that such a rebranding process that is ever-mindful of the realities of the marketplace is demanded to be perpetually engaged with if such a firm wishes to continue to have a place within the market. One of the very clear and present realities of the way in which markets behave and interact with the consumer and vice versa is with respect to the rapid level of change and fast changing consumer tastes. As such, the market for Hunter Boots had all but died out prior to the successful rebranding that took place. In this way, the relevant stakeholders of the firm found it necessary to institute a series of marketing theories and concepts in order to evoke a level of positive change within overall sales of Hunter’s line of boots. The first of these was to seek to reposition the brand. Whereas previously Hunter Boots had experienced a degree of appeal among wealthier segments of British society, the allure had since been lost as the style and limited product choice had come to be seen as stodgy and outdated. In such a manner, repositioning the brand to make it appeal to a broader audience was direly necessitated. Running tangentially to this need and reality of repositioning the brand, the firm found it expedient to seek to leverage the â€Å"upmarket†. This of course is a marketing concept that useful to understand with regards to the target market that the firm is attempting to leverage. With regards to how Hunter Boots sought to upmarket the product line, it was the understanding and realization of key individuals within the management of the firm that successful rebranding should not deviate too far from the originally strength and stigma that Hunter Boots originally entailed. In such a way, the ultimate intention was to market Hunter Boots as something of a chic aspect of â€Å"haute couture† that denoted a degree of sophistication and wealth. In such a way, the rebranding effort utilize d consumer desire to represent this exclusivity as a means of not only increasing sales but increasing the price per pair of boots approximately 20% (Coster, 2009). Two further marketing concepts which were heavily utilized in order to engage the consumer were with respect to the level and extent to which product differentiation and expansion of the product line were effected to increase overall sales. Whereas before the restructuring and rebranding of Hunter Boots, there were only two specific product offerings that the firm was able to exhibit, as a result of the rebranding efforts, the firm set out to explosively increase the overall number of style

Summarise Anthony Giddens' and Ulrich Beck's conceptions of risk. With Essay

Summarise Anthony Giddens' and Ulrich Beck's conceptions of risk. With reference to the wider academic literature in this M - Essay Example The current modernity is part of the radical break of the transition from industrial to a risk society. Humans must now deal with the global risks introduced by scientific and technological inventions that provide conceptual and technical tools that enable humans identify, quantify, and mitigate risks. The transformations from traditional to modern societies create fundamental societal evolutions that can provide guidelines during risk management. Beck (1992) outlines characteristics and differences between two periods that have caused the risk society. The first period is the industrial society that created a class society corresponding to the primary modernization (Beck, 1992). The second period of the risk society creates a reflexive modernity. The Post-war boom and triumph of capitalism after the cold war created a new form of social organization characterized by individualization. This individualization created successive crises caused by threats to health, economic and medical activities, and scientific environment. These challenges remain at the forefront of public debates and limit expert opinions and regulations (Beck, 1992). The challenges from the scientific environment led to the Chernobyl disaster and catastrophes in Toulouse and New York. These attacks and accidents ushered in the risk society caused by advancement in the field of social advancements created by science and capitalism. According to Beck (1992), the social transformation predominant in the western societies is one of the causes of the risk society. Modernization has led to technological and scientific progress as well as disembodied risks associated with modern technology. Advancement in technology has led to incalculability of consequences associated with the use of these technologies. This was evident during the cold war due to the military inventions of the Soviet Union (Beck, 1992). Western countries felt threatened by the weapons developed by the Soviet Union during the cold wa r. The western governments had to define enemy capabilities by estimating the number of nuclear warheads owned by the Soviet Union. The west had to pinpoint the targets of the soviet missiles and plan retaliatory attacks in case the soviet army launched attacks. These uncertainties and risks were caused by technological advancements of the modern society. Industrialization and scientific innovations had led to the development of long range nuclear warheads that caused tension between the Soviets and the West. Technological inventions pose threats such as cyber crime to the western countries. Information security is a major concern for several institutions. This has led to counter inventions that protect information and curb cyber crime. Huawei, a Chinese company, has developed hardware technologies that prevent cyber crimes to ensure data security for businesses and governments (The Economist, 2012). Globalization has helped the company expand its services from china to other region s in Africa and Asia. The company has since appealed to the British government to purchase its equipment. The government has the responsibility of protecting its citizens from some of the risks and receives blame when disaster strikes. The British signals-intelligence agency is working together with Huawei to test the equipment to protect the citizens against cyber attacks (The Economist,

Business Operations Management By Tesco Essay Example | Topics and Well Written Essays - 3000 words

Business Operations Management By Tesco - Essay Example The paper tells that Tesco has been operating in retail industry of UK and has been one of the best UK retailers. Increasing competition and changing environment have resulted in putting extra pressure on the retailer to manage the overall operations in effective and efficient manner. In this regard, the most important element is to understand the operations management and the essentials components for effective business operations management. In the case of Tesco, the main aim or focus of all operations of the retail organisation is to make sure that all products are provided to the customers on time according to their needs and requirements. For this purpose, it is first important to identify the essential components for the effective business operations management. The essential components of the business operations for any departmental or retail organisation are divided into three categories i.e. input, processes, and output. Some of the most common inputs in this regard are: pro ducts for sale, information, sales staff at the retail outlet, and the customers. The important processes are of procurement and storage of the products, displaying products, providing advices for sales or purchase, and selling products. Lastly, the output is satisfying the needs and requirements of the customers by providing them with required products and goods. These activities of retail organisation constitute the overall supply chain. ... BUSINESS PROCESS MANAGEMENT AND SYSTEMS APPROACH: In order to understand the business process management, first it is important to comprehend what is meant by the process. The process is believed to be an approach or method of converting the inputs into outputs. Processes are different actions or tasks which facilitate the conversion of inputs into outputs. This approach of process has been derived from the systems approach of the business. In the systems approach of business, three most important factors are inputs, transferring processes, and outputs. In order to improve the overall business system there is continuous flow of information and feedback (Zairi, 1997). (Barlow, 2005) Business process management is the method of analysing and improving the important tasks and activities of the organisation which convert the inputs into outputs. These activities or functions include production, communication, marketing, procurement, and several other important factors of the overall oper ations of the organisation (Barlow, 2005). Organisations are getting more concerned about the business process management in order to become more customer focused and to be able to respond to the changing needs and requirements of the target customers in more effective and efficient manner (Krajewski, Ritzman, & Malhorta, 2007). Business process management is all about improving the overall operations and processes of the organisation by optimising the resources available and minimising the impacts of different external and internal elements on the output and productivity (Barlow, 2005). IMPORTANCE OF EXTERNAL ENVIRONMENT IN BUSINESS OPERATIONS MANAGEMENT: Organisations are conducting their businesses in the

Analysis of Vocational Leader Essay Example | Topics and Well Written Essays - 250 words

Analysis of Vocational Leader - Essay Example It resulted to people becoming more preoccupied with maximization of wealth than serving the common good. To avoid this tendency, the book Vocation of a Business Leader: A Reflection prescribed that leaders should be more preoccupied in producing goods and services that addresses human genuine needs, that they should be more responsible in conducting themselves and their businesses. The issues covered in the book is very much related to Accounting because the recent corporate scandals that rocked America and slid this country into recession was caused by the issues tackled in the book- too much emphasis on wealth maximization rather than producing goods and services that serves genuine human needs. Companies such as Enron and Worldcom cheated on their financial reports so that their company would appear good and attract more investors and continue to receive financial rewards (i.e. fat bonuses). If the prescription in the book will be seriously taken, managers and executives would instead look after the welfare of the community at large before their own. This issues is not limited to companies but also on a personal level. Young people now tend to think how their acts would benefit themselves first before being motivated to do it. For example, when one starts a business, it is the profit that is being considered first before creating a product or service that would serve its customers

5 Understand the application of theories and models of reflection and Essay

5 Understand the application of theories and models of reflection and evaluation to reviewing the students own practice. 1 Be able to investigate practice in your own area of specialism - Essay Example He argued the model of professional training which he termed â€Å"technical rationality† of charging students with knowledge in training schools so that they discharge them in the world of training. The cultivation of the capacity to reflect â€Å"in action† (while doing something) and â€Å"on action† (after you have done it) has become an important feature in professional training programmes. Its encouragement is seen as a particular important aspect of the role of the mentor of the beginning profession. It can be argued that â€Å"real† reflective needs a mentor to guide and ensure the reflection is in line rather than bogged down in self-justification or pity. He suggested that the four lenses offered tools and practices to support good teaching. The faculty to ask the teachers to engage at least one of the lenses from the students and document the progress they see in the students. Teachers’ wishing for excellence may engage more deeply using different lenses that fit the student. The four lenses are; c) Student Lens: engaging with student views of the learning environment can lead to more responsive teaching. Evaluations, assessments, groups focus, can each provide cues to improve teaching and learning d) Literature Lens: Teaching theories provides the vocabulary for teaching practice, and offers different ways to views and understand your teaching. Here you will find ways to utilize scholarly literature in your teaching and critical reflection David A. Kolb was highly influenced by earlier research conducted by John Dewey and Jean Piaget. Kolb’s reflective model shows the idea of experimental learning and is centered on the changing of information into knowledge. This takes place after a situation has occurred, and involves a practitioner reflecting on the experience, gaining a general understanding of the concepts encountered during the experience, and then testing these general understanding

Asda Stores - Internal communications Assignment

Asda Stores - Internal communications - Assignment Example It does this to build trust in the organization. Townley (1994) and Caruth et al. (1995) both emphasize on the importance of providing stakeholders and staff with enough information in order to avoid cases of mistrust and build staff morale. Benefits of transparent communication in an organisation It gives the staff a clear picture of picture of their tasks and the subsequent outcome. This in turn helps to build their morale and motivation to put more effort to their tasks. Transparent communication makes the staff feel part of the organization or have a sense of ownership. Asda has greatly tapped into this in ensuring that the colleagues feel like the owners of the store. Transparency in communication also ensures that in case of problems at work the manager or owner will be freely informed therefore avoid incidents that can easily be solved. The staff could also bring in their individual suggestions and ideas to foresee the success of the store. The store will therefore be able to enjoy a greater contribution of ideas. Distinction between internal and external communication is another strategy Asda uses in its communication as well as maintaining regular and frequent communication among the staff (Boxall 2003, p. 13). Media Used in Communication in the Organisation 1. Employee Branding Miles and Mangold (2004) define employee branding as the act by which employees of a particular organization internalize the organization’s trademark and project the same to customers and the entire public. Employee branding works well where the employees or colleagues as referred to by Asda willingly make an emotional connection with the store’s products by deciding to be part and parcel of all the store’s ventures. Successful employee branding leads to increase in number of customers and eventually increased sales and profits. Employees need to like a particular brand in order for them to effectively connect with it and decide to be branded using the same . Artain and Schumann (2006) came up with thirteen points that are important to note about employee branding. These are discussed below. The organization’s promise to its employees The organisation has to explain what is in store for the employees. For instance, the benefits could be accumulated by the decision of employees to be part of the organization. This will help the employees to be motivated to work for the organization. Business Strategy Employees must have complete information of the organizations plan of action. They must fully understand the goals, objectives and strategies that the company wishes to adopt. The organizations expectation from its employees is also critical to be known in advance for effective branding. Doing this will help the employees decide whether this is what they want to experience through their professional life (Enz & Siguaw 2000, p. 54). Customers Employees should know how the organization wants them to treat the customers. For example, ma nagers should take lead by example when it comes to treating customers with respect and high esteem. Employees’ tasks: The company should lay down in advance what is expected from the employees for example the mode of action, dressing, and working hours among others. The company should also invest in ensuring that employees fully understand what the brand is all about. Connection of what happens outside the organisation and what happens inside: The organisation must find a way to

Individual case study Example | Topics and Well Written Essays - 1000 words

Individual - Case Study Example urship and innovation challenges faced by the founder and the co-founder at the initial stages of operation and the strategies adopted by them to expand their business in the international markets (Stokes and  Wilson, 2010, p.65). Jeroen Glabeek and Gilbert Gooijers, the founder and the co-founder were classmates and shared same interest in academics during their college days with the activity of radio broadcasting as a commercial business. Glabeek and Gooijers considered the proposal of their customers to send ringtones and sms to the overseas European markets such as Spain and tying up with the telecom service providers in those countries. In the course of their step towards innovation and entrepreneurship, they also considered their failed venture in the past in Poland. Taking into account the prospects of the international markets, the company considered at the development of software in the mobile phones of the customers all over the world (Kumar, 2008, p.57). In order to attr act customers, they started to make their customers aware of the wide reach of the sms service and the response of the people after reading their sms. The clients of CM were able to send the plan of their activity to their customers and the overwhelming response of the customers led to the increase in sms traffic over the years as shown in Exhibit 1. The increase in the sms traffic and the growth of business reflected in the financial statements of the company. From the time the company started in 2000, the company has moved from a net loss position in 2000 to a net profit position of â‚ ¬1233602 in 2009. The income statement of CM over the years has been given in Exhibit 2. The decision criteria for success and sustainability of CM’s business are the analysis of the entrepreneurial and innovative measures in the business of sms service. The success and sustainability is decided by the impact of measures taken to meet the challenges in the competitive industry, the impact on the