MKT Case4 New Belgium Brewing (A): Gaining Competitive Advantage Through Socially Responsible Marketing Shuzhe Zhang MKT360 4/1/14 Summary From its roots in a Fort Collins, Colorado, basement, New Belgium Brewing has always aimed for business goals loftier than profitability. The company’s tremendous growth to become the nation’s third-largest craft brewery and ninth-largest overall has been guided by a steadfast branding strategy based on customer intimacy, social responsibility, and whimsy. The company’s products, especially Fat Tire Amber Ale, have always appealed to beer connoisseurs who appreciate New Belgium’s focus on sustainability as much as the company’s world-class brews. Despite its growth and success, New Belgium has managed to stay true to its core values and brand authenticity—the keys to its marketing advantage in the highly competitive craft brewing industry. Corporate social responsibility Gains momentum beyond the courtroom to the far more powerful marketplace current and future manager of business must realize that business ethics not so much about the installation of compliance codes and standards Necessity for Ethical, values-driven company Mission statement :To operate a profitable brewery which makes our love and talent manifest Core values and beliefs 1.
The key drinks that this book was about were beer, wine, sprits, coffee, tea, and Coca-Cola. Beer was made in a place called Mesopotamia between 10,000 and 4,000 BCE. Beer was crucial in the arrangement of some cultures and economy, or people were paid in beer in return of work. The next drink is Wine; Wine was mostly used in religious ceremonies and for people higher in the social classes. Greece and Rome were to be the home of wine, where it was most popular.
NBB makes 7 standard beer lines which includes Sunshine Wheat, Blue Paddle, Abbey, Mothership Wit, 1554, Trippel and the best-selling Fat Tire Ale. In addition, NBB also has 4 additional seasonal specialty brews. Their products are sold throughout the western, mid-western and south-eastern areas of US totaling a distribution of 26 states. The company is seeking to retain its culture and focus as it seeks to continue to grow its revenues and its brand. New Belgium’s corporate core values suggest that they can be profitable by doing good not in spite of the additional focus on social responsibility, sustainability and a positive work culture.
Give examples of some recruitment, selection and/or induction policies Some examples of recruitment, selection and/or induction policies are: * Application processing * Interviewing methodologies * Job description and evaluation * Recruitment advertising * Training for new staff 3. What are some examples of recruitment, selection and/or induction objectives? Some examples of recruitment, selection and/or induction objectives are: * Maintaining product quality standards * Profitability * Establishing a continuous improvement policy for reviewing and evaluating progress * Performing additional market research to stay in touch with customer service needs * Increased staff retention Activity 2 1.What is the purpose of a policy as opposed to that of a procedure? Policies are guiding principles used to set direction within an organisation, created to deliberately guide decisions and achieve rational outcomes. Whilst procedures are designed to detail what is necessary to fulfil the policies.
2.2 How do you find out the history, preferences, wishes and needs of the individual? 3.1 Explain the importance of establishing consent when providing care or support? 3.3 Explain what steps to take if consent cannot be readily established? 4.1 Describe how active participation benefits an individual? 4.2 Identify possible barriers to active participation?
Write a personal reflection that explains how you would go about managing your work priorities and professional development. In the personal reflection you should ask and answer these questions: 1. What makes a good role model and how would I ensure that I acted as a role model for employees I supervise? 2. What are the traits of an effective leader?
Later stages involve prioritising the strengths and weakness of individual staff and developing an appropriate development plan. 16PF® and FIRO-B® sessions have been employed for the development of professional skills like leadership qualities of strategic managers. This helps the strategic managers and branch managers to have an impact on their staff in achieving the strategic goals of the organisation. A schematic representation of the MBTI tool framework is shown in the Figure 1. Figure 1.
The “In An Absolut World” tag line suggests that through the simple purchase of this product, the Absolut consumer is choosing a perfectionistic world, a more Absolut world (Manca, Manca, Piper 20102). Absolut Vodka being one of the world's best selling international premium spirit brands knows their spirits, but does their campaign, in particular the “The Perfect Man” advertisement, posses all the ingredients? Absolute Vodka offers a bold, refreshing look at an alternative reality but did they forget the key ingredient- Absolute? Using the classical analysis approach, Invention, this paper will analytically look into one advertisement from the “In an ABSOLUT World” campaign, the “Perfect Man”. Let me begin by describing “The Perfect Man” advertisement.
Starbuck Corporation is a leading coffee retailer with more than 18,000 stores in 62 countries and is considered one of the World Most Ethical companies according to Ethic sphere Institute for the 8th year in a row (website from Blackboard).Starbucks describes their corporate social responsibility as a way they conduct their business to produce social, environmental and economic benefits to the communities (Corporate Social Responsibility Annual Report). Starbucks Corporation Morally Responsible towards Consumer Starbuck commitment is not just to the highest quality of coffee in the world, it is to the doing the right thing when in regards to their consumers, their employees and their environment. Starbucks moral behaviors toward the consumes, is pretty simple to identify in the company’s mission statement, “to inspire and nurture the human spirit–one person, one cup and one neighborhood at a time” (Starbucks Company Profile). Starbuck is also committed to provide profitably and offer varieties of exceptional products like coffee, teas, handcrafted beverages, fresh food and ready to go drinks for consumer to enjoy in store, at home and on the go. Starbuck aslo offers low calories quality products that does contain and artificial flavors, dyes or high fructose syrups.
Key Leadership Theories and its Applications to Real World MNGT 320 CWA Yicheng Fang Student ID: 33189706 Lancaster University Management School Table of Contents 1.Introduction 3 2. Key Leadership Theories and its Applications in the Real World 3 3. Conclusion 10 References 12 1. Introduction Leadership is defined as the organizing and maintaining a group of people in an organization to attain a common goal (Kouzes and Posner, 2006). Leadership is the process of influencing an individual socially in order to accomplish a common task.